Gooding and Bonhams in Paris: Two Choices, Two Outcomes

"There are three factors that matter in real estate: location, location, location." How many times have you heard that phrase? In reality, this maxim also applies to auctions — and Bonhams’ Paris sale proves it. In 2025, Bonhams held its auction at the Grand Palais, a super-central location at the end of the Champs-Élysées. This year, it took a gamble with the Polo de Paris, on the outskirts of the city and far from any other events — and the results were decidedly worse.

It’s true that last year 68.1% of the cars were offered without reserve, while this year that figure barely reached 47%. It’s also true that the number of cars offered dropped from 91 to 66. These are all valid explanations. But it remains undeniable that last year the 81 cars sold (89.01%) achieved an average price of €206,773, whereas in 2026, despite fewer cars sold (52, or 78.79%), the average price fell by 20% to €166,551. Total turnover reached €8,660,650, almost half of the €16,748,600 achieved twelve months earlier. While this roughly mirrors the reduced offering (about half compared to last year), it also suggests that sellers chose a better location elsewhere to consign their cars.