Mecum and RM Sotheby's: A long-distance Challenge with Different Techniques

Just as premium brand manufacturers such as Mercedes-Benz, BMW and Audi have entry-level models in their respective ranges, auction houses also have their own “product ranges” and tactically, sometimes, without denying their vocation as organisers of high-end events, they insert niche auctions aimed at lower targets.

Mecum is a master in this sector: coming from the American midwest, it also organises auctions in “rural” areas that are not only useful in attracting customers from the lower end of the market - they too pay commissions - but in creating a connection with customers who may be buying a $30,000 car today and selling it tomorrow. Mecum's sale in Tulsa, Oklahoma on 6 and 7 June falls right into this vein. Its sale was calibrated for this clientele: a cross between an auction of used luxury cars and low-priced historic cars. 526 cars were offered and 419 of them changed hands (a 79.66% better rate than the well-known Kissimmee or Indianapolis auctions), but it was still a small sale for the auctioneer who brought home “only” $13,073,500, which still means over $2 million in commissions, with an average price of $31,202 per car.