July 23, 2024

Linkage Mag

Geared for the Automotive Life

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Bonhams Rebrands Motoring Department

Bonhams’ longstanding automotive department has a new look and a new feel.

The global auction houses’ motoring division is now known as Bonhams|Cars, complete with an all-new website at BonhamsCars.com.

In addition to the new platform, the rebrand also includes two new developments: The introduction of Private Sales to Bonhams, and a new brand for Bonhams’ online presence, which is shifting from THE MARKET to Bonhams|Cars Online.

“With three decades as the premier automotive auction house, we will continue to present prestigious live auctions around the world with 24/7 online auctions, now with an improved resource to better support the needs of our international clients and evolve our legacy brand into the future,” said Maarten Ten Holder, Managing Director, Bonhams|Cars.

BonhamsCars.com is now the singular location for all Bonhams’ live and online sales across the globe, offering a one-stop shop for clients to browse, buy or sell collector cars, motorcycles and automobilia. The website will simplify clients’ access to the category, now separate from the broader Bonhams group of art and collectibles. 

The design of the site has been created to reflect and acknowledge the aesthetics of the cars on offer, with wide-frame images on every lot for optimal viewing.

The new identity also offers a rebrand for the online platform THE MARKET, which was acquired by Bonhams in 2021. Under Bonhams|Cars Online, the department will present 24/7, single-car auctions online. The accessibility of the online platform via BonhamsCars.com will add further flexibility and ease of use to an already fast, expert and dependable service.

Alongside the new look, Bonhams|Cars also offers a new Private Sales service, which allows clients to buy or sell individual cars or motorcycles — or entire collections — away from the auction saleroom and outside the standard calendar. 

A dedicated team of specialists will provide a bespoke and fully confidential approach to buying and selling collector vehicles, leveraging the global network of Bonhams|Cars’ specialists and clients.

Forthcoming Bonhams|Cars auctions:

• The Greenwich Auction | Greenwich, CT, USA – June 4

• The Bonmont Auction | Bonmont, Switzerland – June 18

• Goodwood Festival of Speed | Chichester, England – July 14-15

• The Quail Auction | Carmel, CA, USA – August 18

Bonhams|Cars is also the official auction partner of the prestigious Formula 1® Paddock ClubTM, and will be hosting a collector car sale at the season-ending Abu Dhabi Grand Prix on November 25, 2023.

Learn more here.