A New Approach to Obtaining Classic Cars

Bedford-based The Finest brings a fresh, refined approach to the car-auction scene.


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Sometimes to attain luxury you have to bid on it—but it doesn’t have to be painful. Bedford-based The Finest is a new member of the automotive auction world, seeking to create a fresh environment for both bidder and consigner. The company is led by Bradley Farrell (pictured below), an avid collector and automotive enthusiast from South Salem.

The Finest has partnered with online live-bidding platform Proxibid so participating bidders have an experience similar to a live auction. Transparency is what’s strived for at The Finest: Each car is photographed extensively to give the viewer a virtual walk-around, and top automotive writers explain the history and condition of each machine, so there are no “surprises” after the purchase. 

But The Finest doesn’t only exist in cyberspace. The company is conducting a live auction in Hershey, Pennsylvania in conjunction with “The Elegance at Hershey,” a top-flight concourse, on June 11. (Maybe you’ll want to bid on one of the standouts: a 1938 Mercedes 540K, with an estimated price of $950,000 to $1.3 million?) A number of the cars are coming from prestigious collections in Westchester. 

One of the innovations The Finest is implementing is the use of individual WiFi-enabled tablets. If a car is hammered unsold at the time it’s on the stage, a bidder can continue to bid on that specific car via tablet as the auction rolls on. “Using the tablets gives buyers a longer period of time to acquire  the car of their dreams and takes the pressure off the seller, who would rather not settle at a lower price,” explains Farrell. It’s good for the auction house as well; all its marketing doesn’t go out the window if the car doesn’t sell during its five minutes in the spotlight.

Farrell aims to give all those concerned a fresh approach to the bidding process. And his  cars don’t sit locked away in some garage. Several examples from his collection reside in the Bedford offices of The Finest, giving the team of six some inspiration, and a swanky place to relax.

The Finest, Bedford
(914) 242-1969

www.thefinest.com

 
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