Auction Seller's Guide

Everything you need to know about selling with Iconic Auctioneers

Seller's Guide

We proudly hold live, in-person auctions of collectors' cars, motorcycles and automobilia items at some of Europe’s biggest motoring events, you can view all of our auctions here.

We want to make the process of selling at auction as easy and straight-forward as possible. Take a look at the video below which will talk you through the task step by step. 

Before the auction

Upon contacting us, you will be assigned a specialist who will get to know your car, motorcycle, or piece of automobilia, and they will guide you through the end-to-end selling process. 

Submit an entry:

You can submit your car, motorcycle or automobilia for entry by either:

Completing the online form or
downloading the relevant PDF and returning it to us

Entry Fees:

Our cataloguing fee is just £250 plus VAT for cars which includes professional photography, script writing, videography and full marketing benefits where we will promote your car worldwide. Our seller’s commission is 7.5% plus VAT and is applied to the final hammer price.

There is no seller’s commission payable on cars entered with no reserve.

For motorcycles our standard cataloguing fee is £50 plus VAT and the seller’s commission is 7.5% plus VAT. Full marketing benefits are included where we will promote your motorcycle worldwide and this includes script writing and photography by our motorcycle specialists.

We also offer a premium cataloguing fee of £200 plus VAT and the seller’s commission of 7.5% plus VAT. The same benefits are included, but with the addition of transporting your motorcycle to the auction for you.

For automobilia the cataloguing fee is just £25 plus VAT and the seller's commission is 15% plus VAT for automobilia and watches, and 10% plus VAT for number plates.

Porsche Photography
Porsche Photography

Promoting your entry:


For cars, our in-house professional photographer will visit you to capture the vehicle in all its glory. Please ensure your car exterior and interior are photo-ready! Photographs of motorcycles will take place when your specialist visits you.

Catalogue description:

Our specialist copywriters will craft your car or motorcycle’s history, provenance, condition, and notable features into a compelling and accurate description for the catalogue listing. Take a look at our E-catalogue archive HERE.

Promoting your entry online:

Your vehicle will be listed on our website, and it will be showcased across all of our marketing platforms to reach a global audience of collectors and classic buyers. It will also be digitally advertised on the following specialist, third party websites:


Car and Classic | Pistonheads | Glenmarch | Classic Cars for Sale | Classic Motors for Sale | Race Cars Direct | Classic Trader | Motorsport Auctions | eBay Motors | Motors | Gumtree


Pistonheads | Classic Motors for Sale - Bikes | eBay Motors | Gumtree

Cars and motorcycles are featured in our weekly e-newsletters that go to over 24,000 subscribers, as well as on our social media platforms (Facebook, Twitter, Instagram, LinkedIn, YouTube) and in our auction catalogues, both the print and e-versions.

Details of our auctions along with selected cars and motorcycles are globally promoted via our regular press releases, as well as advertised in specialist motoring and motorcycle print.

We are also delighted to partner with Harry Metcalfe of Harry’s Garage for our car auctions, who does a pre-sale preview video that is shared on his YouTube channel which has 640,000 subscribers. This partnership provides further international reach and exposure to potential buyers.

We have proudly achieved numerous auction world records and other notable sales; you can see an extensive list of these here.


Your assigned specialist will manage all the enquiries we receive for your entry in the run up to the auction day.


The week of the auction

Delivering your car, motorcycle or item of automobilia:
It is your responsibility to arrange for your vehicle to be delivered to the auction venue. You will receive an email from our Administration team with delivery instructions approximately two weeks prior to the auction date. This will include the delivery address, dates, times, and vehicle passes if applicable (dependent on the auction venue).

For sellers who require assistance with transportation, you can enlist one of our transport partners. For cars please contact EM Rogers and for motorcycles please contact Moving Motorcycles.

Please ensure all history files, documentation and the V5c are delivered with the vehicle. Any private registration numbers not included in the sale must be put on retention prior to the sale.

Presentation of your vehicle:
Your vehicle should arrive in a presentable and saleable condition. If your vehicle is deemed to require further cleaning, you will be notified prior to any work being carried out and there will be a charge deduction from the net sale proceeds.

Viewing day:

Viewing days are held on the days prior to the sale, here your car/motorcycle will be professionally displayed at our specialist auction venues. This is an opportunity for interested parties to inspect the vehicles and history files prior to bidding. Our specialists will be in attendance to ensure they are on hand to answer any questions about your lot.

Auction day:

Sellers are welcome to attend the auction day in person. Please let your specialist know if you would like to join us on the day so that we can provide entry details if the auction is part of a wider event.

The buyer becomes responsible for the vehicle on the fall of the hammer; however, we would recommend keeping the vehicle insured until you have received payment.

A member of the team will call you as the car or motorcycle goes under the hammer to keep you informed of the live bidding and result.


After the auction

You will receive a statement via email from the Accounts team within five working days of the auction, detailing the proceeds of the sale and a link to our secure portal where you can upload your account details. Funds will be paid to your bank account via bank transfer within 14 working days from the date of the auction (subject to cleared funds being received) but we aim to pay out within ten working days. During this time funds are kept in a dedicated customer account.

Our Administration team will process the V5c on your behalf.


If you have any questions you can contact us by phone +44 (0) 1926 691 141 or email or visit our Contact Page.

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