Car Auction PR

Influence Associates is the world’s leading automotive PR agency for car auctions

Providing PR Services for The World’s Leading Automotive Auction Houses

In the decade and a half that Influence Associates has existed, the world record car auction price has been set 49 times. It currently stands at $135 million for the Mercedes-Benz 300 SLR Uhlenhaut Coupé. Few cars will ever be capable of eclipsing that – perhaps it will take the emergence of the legendary missing fourth Bugatti Type 57 Atlantic ‘La Voiture Noire.’

What is certain, is that car auctions, and the vehicles sold at them, will continue to capture the public’s imagination, and provide a rich source of stories. As the world’s leading premium car auction PR agency, Influence Associates is perfectly positioned to place those stories across the most beneficial channels to promote the interest of our Collector Car Auction PR, Historic Car Auction PR, Supercar Auction PR, and Motorsport Auction PR Clients.

Unparalleled Premium Automotive Sector Experience Provides Unique Advantage

Whilst record prices set at auction are of great interest, it goes without saying that the real skill is to build the story before, not after, the car is sold. This is essential to enable auction houses to attract the best cars to sell and, of course, the most discerning collectors and the most affluent bidders.

As the world’s leading premium car auction PR agency, we have a comprehensive and sector- leading skillset that enables us to deliver your message to the optimum audience at the optimum time to achieve the optimum outcome.

To begin with, it is our extensive experience and in-depth understanding of the entire premium automotive ecosystem that ensures our offer transcends that of other automotive PR and car auction PR agencies.

We have worked in the automotive industry all our lives, including serving at board level with some of the world’s most desirable premium automotive brands. We are also immersed in and have deep domain knowledge of the entire value chain related to the world’s leading car auction houses.

Every day, we liaise with and support our Collector Car PR, Supercar PR, Hypercar PR, Historic Motorsport PR, Classic Car PR, High-end Car Broker PR, and Premium Automotive Lifestyle PR clients, through the provision of unique cut-through communication strategies to ensure their messages reach and resonate with carefully targeted audiences.

Passion for and Understanding of The Core Subject

Our content writers, account directors and media relation managers, many who have held senior positions in leading historic and classic automotive titles, are experts in working with journalists across a broad range of channels to constituently maximise massaging in advance of auction sales to help attract the best cars and customers.

Widely regarded as the world’s best car auction PR agency, we have a passion for and an understanding of the cars you will offer for auction. Be it an Edwardian behemoth from the dawn of motoring, a curation of 1950s Le Mans sportscars from one of motorsport’s most romantic eras, or an ultra-limited electric hypercar heralding a new age of mobility, we are expert in building the narratives that resonate strongly with your targeted audience.

We have built strong relationships with the best global automotive, collector, historic, lifestyle and financial and investment titles. And as the leading car auction PR agency we have a network of the world’s most experience and trusted automotive journalists capable of creating exceptional features to highlight cars in advance of sales. Naturally, this is book-ended with a full news release service to celebrate success after the event and begin building the narrative for your next sale.

For a confidential consultation to see how we can support your brand, please contact us here.

Who we work with

Car Auction Q&A

Why is working with a specialist Car Auction PR agency better than a generalist PR agency or a luxury PR or consumer agency?

As a leader in premium automotive PR, Influence Associates has years of experience and an established network of contacts in the automotive industry from OEMs to classic cars and those that manage, maintain and sell them. Our expertise, understanding and sector knowledge and having the closest relationships with the global opinion leaders that matter to car auction PR and critically, understanding the motivations of those that attend them. Influence has conducted PR for car auctions for many years and as such has deep domain expertise. We are proud to have delivered car auction PR programs for some of the most illustrious names in the business across the globe and are one of the world’s only car auction PR experts specialising in the sector. We believe it's the difference between great and good.

What does a Car Auction PR agency do?

A specialist PR agency focussing on car auction communications strategies can help companies in many ways. At Influence, we have a proven model that helps clients refine and focus their messaging to really cut through and provide a key point of difference. Having laser-focussed messaging is the first step. We then take your message to key global influencers in your space, such as influential journalists and opinion formers, who in turn amplify that message through respected channels. Those channels can be traditional media (print and broadcast), your own channels or the specific targeting of appropriate audiences through social media such as LinkedIn. Powerful brand building amongst critical audiences is vital to business success. Wherever people are interested in car auctions, Influence will have a PR channel to them.

What Car Auction PR services do you offer?

We deliver all the services you would expect from a specialist car auction PR agency but we also have people from within the industry that really understand the sector. This allows us to develop brand-building strategy, positioning and key messaging. Having worked in the automotive industry all our lives, we have a global opinion-leading media and influencer network second to none. We work with all forms of media and channels to deliver effective targeting. Influence has managed and supported the launch of hundreds of new automotive technologies, from content and event production through to social media and community management.

What is your approach to Car Auction PR?

At Influence, we have a proven brand-building model that works equally well bringing brands from early stage, stealth mode through a number of phases as it does representing heritage brands and bringing them to new audiences. We are very focused on key messaging for car auctions to ensure it ‘cuts through’ in an ever more crowded marketplace at the right time and through the most effective channel. All this ensures your brand and comms are clearly differentiated from competitors, and we support you in delivering your business objectives.

What Car Auction expertise does your team have?

At the core of our leading car auction PR agency proposition is our team. This is comprised of nine award-winning former editors of some of the world’s leading automotive, technology, premium and HNWI media, who not only have deep domain knowledge and an enviable contact book but are adept at rapidly disseminating information and producing editorial-grade copy that brings out a client’s key message or USP. This journalistic experience is blended with multiple former Heads of Comms and PR with Board level and C-Suite experience. The team is backed up by experienced event and product launch specialists and content creators that can provide compelling assets for every channel. This mix of skillsets provides senior firepower and capability to our clients with the experience to advise and execute market-leading automotive engineering PR.

What type of Car Auction PR companies do you work with?

As the leading car auction PR agency we work with a broad range of clients designing, engineering, and testing breakthrough technological solutions. These include but are by no means limited to: EV powertrains for global OEMs, developing flexible, modular, EV architectures, applying their motorsport technologies, processes, and know-how to help their customers bring better products to market faster, and those helping public transport systems to become smarter and more efficient. We are the leading and specialist car auction PR agency. Contact us on to discuss how we can support you.