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Silverstone Auctions, one of the UK’s biggest classic car sales brands, is changing its name to Iconic Auctioneers.
In addition, the auction house announced that cars and ’bikes offered at no reserve will attract no seller’s commission, plus it has launched a private-sales platform alongside its online and in-person auctions.
Behind the scenes, the team remains largely unchanged.
Owner Nick Whale, who started the company 12 years ago, will move into the role of Chairman at Iconic Auctioneers.
Explaining the reasons behind the rebrand, Nick said: “When the company first started, we needed an iconic name and venue for our sales, so we leased the name ‘Silverstone’ from the circuit and our auctions launched at the Silverstone Classic.
“But things have moved on, we now also hold our sales at other prestigious venues and motoring events across the country, so it was time for change.”
Rob Hubbard, formerly Sales Director at Silverstone Auctions, moves into the position of Managing Director at Iconic Auctioneers.
“We needed a name that retained our level of credibility, but also encompassed all the things that we do, a name to allow us to be an auction house that can appear at any venue, in any country, anywhere in the world – and not only that, sell anything we want to,” added Rob.
It’s hoped the rebrand will reflect an increasingly diverse portfolio that includes more automobilia and motorcycles, as well as classic cars.
Changes to the auction house’s website and social media channels will be rolled out in the next few weeks, ahead of The Classic Sale at Silverstone Festival later this month.
The auction house made headlines earlier this year when a 1987 Ford Sierra Cosworth RS500 sold for a record-breaking £596,250 at its Race Retro sale, and will be looking to make waves again at its first event under its new name.
Images: Iconic Auctioneers
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