What started as a modest car auction in the deserts of Scottsdale, Arizona, has blossomed into one of the world’s most iconic automotive events. Barrett-Jackson, which now draws hundreds of thousands of car enthusiasts from around the globe, has come a long way from its humble beginnings in 1971. The story of Barrett-Jackson is one of passion, persistence, and vision—a tale of how a small, local auction turned into a global phenomenon that not only reshaped the way we think about car auctions but also changed the entire collector car market.
The Humble Beginnings
In 1971, Russ Jackson and Tom Barrett, two car enthusiasts with a shared love for classic vehicles, saw an opportunity to bring together collectors in a unique way. What they created was not just another auction, but a celebration of cars, culture, and the community that surrounds them. Barrett-Jackson’s first auction was held in a modest setting—an auction tent in Scottsdale. It wasn’t anything glamorous, but it was a start, and the duo had a singular vision: to provide a platform where people could buy and sell cars, but also share a mutual appreciation for the history, craftsmanship, and engineering that went into these machines.
At the time, classic cars were often viewed as just “old cars,” and their true value wasn’t always recognized. Barrett-Jackson’s approach, however, emphasized the stories behind these cars—their rarity, the craftsmanship, and their significance in the automotive world. This helped elevate the status of collector cars and began to attract a following of passionate enthusiasts.
The Turning Point: The 1980s and 1990s
In the 1980s, Barrett-Jackson began to gain traction. The auction’s reputation for quality cars, reputable sellers, and an overall exciting atmosphere started to attract more bidders. By the time the 1990s rolled around, the auction had outgrown its Scottsdale roots. What was once a small gathering of local collectors was now attracting high-profile buyers and sellers from around the world.
One of the key turning points in the auction’s evolution was its television presence. In 1997, Barrett-Jackson struck a deal with the Discovery Channel, and suddenly, the auction was being broadcast to millions of viewers across the globe. This not only brought widespread attention to the cars being sold but also to the thrill and drama of the auction itself. Cars that had once been considered niche collector items now had a mainstream audience, and the auction’s broadcast allowed fans and prospective buyers to get an inside look at the world of classic car collecting.
It was during this period that Barrett-Jackson’s founder, Tom Barrett, began to see how their small auction could evolve into something much bigger. The attention from television viewers, coupled with the growing interest in classic cars as investments, set the stage for Barrett-Jackson to rise to the next level.
Going Global: Expanding the Brand
By the early 2000s, Barrett-Jackson’s name had become synonymous with the highest levels of car collecting. The auction expanded beyond Scottsdale to new locations, including Palm Beach, Florida, and Las Vegas. These new venues not only brought in more cars and collectors but also positioned Barrett-Jackson as a global player in the automotive world. The auctions now took on a larger, more extravagant feel—complete with elaborate staging, VIP events, and a far-reaching audience that included collectors, investors, celebrities, and casual car enthusiasts.
During this time, the auction house also began to see record-breaking sales. High-end cars such as Ferraris, Porsches, and classic American muscle cars began fetching multi-million dollar prices. The auction became a place where not only rare vehicles but also celebrity-owned cars, like Steve McQueen’s 1967 Ferrari 275 GTB/4, were sold to the highest bidder. This transformation helped to solidify Barrett-Jackson’s place as the premier auction for both serious collectors and casual buyers alike.
The global appeal was further amplified in 2008 when Barrett-Jackson introduced its auction in Scottsdale to a worldwide audience via a live, online bidding platform. This was a game-changer, allowing bidders from across the globe to participate in the auction without ever setting foot on U.S. soil. It was an important milestone in the brand’s evolution, bringing a new level of accessibility to what was once a localized event.
The Auction Experience Today
Today, Barrett-Jackson is not just an auction; it’s an event in its own right. What started as a simple gathering in Scottsdale has transformed into an international celebration of automotive history, innovation, and culture. The auctions now draw car enthusiasts from all corners of the globe, with live events and streaming attracting millions of viewers. While the Scottsdale auction remains the crown jewel, Barrett-Jackson’s expansion into other cities—like Palm Beach, Las Vegas, and even Houston—has cemented its position as the leader in the global collector car market.
But Barrett-Jackson hasn’t just focused on growing its geographic reach. The auction’s offerings have grown to include a wide variety of vehicles—everything from rare vintage cars to modern exotic vehicles and unique custom builds. Every auction has something for everyone, whether it’s a piece of automotive history or a modern-day muscle car. The sheer variety of cars on offer at each event ensures that Barrett-Jackson remains the go-to destination for anyone passionate about cars.
The auction experience itself has also evolved. No longer is it simply a place to buy and sell cars; it’s an immersive, multi-sensory event. Attendees can enjoy interactive displays, celebrity appearances, live entertainment, and even a chance to see some of the most iconic cars in the world up close. There’s also the thrill of the auction block itself, where bidding can be fast, furious, and unpredictable, drawing cheers from the crowd as cars reach extraordinary prices.
A Lasting Legacy
As Barrett-Jackson continues to grow, its impact on the classic car industry is undeniable. The auction house has raised awareness about the value of classic cars, turning what was once a niche hobby into a mainstream passion. Its influence has helped create a thriving market for rare and collectible vehicles, allowing collectors to not only preserve automotive history but also invest in it.
What started as a small auction has become a global phenomenon, and its evolution speaks to the deep love for cars that exists in all corners of the world. Today, Barrett-Jackson is more than just an auction house—it’s a celebration of the artistry, history, and culture of the automobile. As it continues to expand and innovate, there’s no doubt that Barrett-Jackson will remain a driving force in the world of automotive collecting for years to come.