"No Reserve Auction" - Pure madness or downright genius?
Selling your enthusiast vehicle at auction without a reserve price can be compared to going to the casino and betting everything on red - Nervous, tickling and with the potential for a really big win. And time and time again it turns out: Courage pays off. On Bidders Highway, several cars without a reserve have not only found new homes, they have also performed better than expected.
Is it madness – or genius?
The question always arises: is it foolhardy to let go of your reserve price? Our experience says the opposite. When the starting field is open to everyone, it starts the psychological engine of bidding. More people feel they have a chance – and once the bids roll in, both the pace and prestige increase.
International studies and experiences from the UK and the US, where car auctions are an established culture, confirm this:
• No-reserve auctions attract more bidders and create greater engagement.
• 79% of cars relisted without a reserve had a higher final price than the first attempt (Hagerty, 2024).
• A high reserve price increases the risk of the car not selling and reduces the number of bids (UCL study, 260,000 auctions).
• It’s not just about market value – it’s about psychology. Bidding triggers a competitive instinct and prestige, and this often means the final price runs higher than expected.
Examples from Bidders Highway Marketplace
We have already seen several successful sales without reserve:
What these have in common? Fierce bidding wars, high pulse rates – and final prices that satisfied both buyers and sellers.
Advantages of selling without reserve
When a car is sold without reserve, more bidders are attracted from the start because the threshold for participation is lower. This in turn leads to higher engagement, where excitement and prestige drive up the price as bidding increases.
The result is often a stronger final price, since the market itself determines the value of the car when many are competing. Several international studies confirm the effect and clearly show that no-reserve auctions often outperform auctions with a reserve price.
Our passion – your chance
For us at Bidders Highway, it’s always about the passion for enthusiast vehicles. We know how to build the right conditions for a successful deal. Maybe it’s time to dare to try – and let the market decide what your car is really worth?
Get in touch with us and we’ll tell you more about how a no-reserve auction can be your best deal!
Of course, you’re also welcome to get in touch with us WITH a reserve price in mind - It’s hard to part with the apple of your eye sometimes, and no one else understands that as much as we do!
Tomas Jönsson, Bidders Highway