Silverstone Auctions Rebrands as Iconic Auctioneers: A New Era in Automotive Auctions

In a significant and exciting development for the world of classic and collector car auctions, the renowned Silverstone Auctions is set to unveil its new identity as “Iconic Auctioneers” starting from August 9, 2023. Founded 12 years ago by Nick Whale, a distinguished British racing driver and former main dealer for prestigious automotive brands, the auction house’s transformation marks a pivotal moment in its illustrious history.

The decision to rebrand was rooted in a desire to reflect the company’s remarkable evolution and the diverse spectrum of auctions it now orchestrates. Under its former name, Silverstone Auctions, the company had established itself as a formidable presence, often making headlines by smashing world records at nearly every sale.

Nick Whale, the owner of the company, elaborated on the rationale behind the change, saying, “As strong as a name like Silverstone Auctions is, we feel we have grown to a position where we need a name that is truly ours. This exciting change to Iconic Auctioneers better reflects all we have achieved and the unique and diverse range of our auctions today.”

The auction house originally took its name from the iconic Silverstone Circuit, a fitting backdrop for its early sales. However, as the company expanded, it began holding auctions at various prestigious venues and motoring events throughout the country and beyond. This expansion necessitated a name that would be more versatile and adaptable to its global presence.

Iconic Auctioneers has, over the years, earned a reputation as the preferred auctioneer for automotive enthusiasts, collectors, and investors worldwide. Recent high-profile sales, such as the record-breaking £722,500 sale of Princess Diana’s 1985 Ford Escort RS Turbo S1 in 2022 and the £590,500 sale of a 1987 Ford Sierra Cosworth RS500 in February 2023, have only solidified the auction house’s international standing.

As part of the rebranding initiative, Rob Hubbard, the former Sales Director, will step into the role of Managing Director, while Nick Whale will assume the position of Chairman, ensuring continuity and a smooth transition.

Rob Hubbard, the newly appointed Managing Director, emphasized the need for a name that represents their extensive scope, saying, “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.”

The decision to change the name coincides with the introduction of some innovative changes to their business model. Iconic Auctioneers will no longer charge seller’s commission on cars and motorcycles offered at no reserve, a move that aims to attract even more consignments of highly sought-after vehicles. Additionally, the auction house is expanding its services to include private sales alongside its live event auctions and online platform.

While the name and business model may be evolving, the core team remains steadfast in its commitment to providing exceptional service to clients. Rob Hubbard reiterated, “The team are passionate about seeking out the finest cars, motorcycles, and collectibles and connecting them with buyers from around the world.”

As Iconic Auctioneers prepares for this transformative step, the company will roll out its new brand identity over the coming week, including changes to the website, advertising, and social media platforms. Their inaugural sale under the new name, “The Classic Sale at Silverstone Festival,” will take place on August 25th and 26th, 2023, at Halls 1 & 2 in The Wing at The Silverstone Circuit.

Iconic Auctioneers is also actively accepting entries for its upcoming sale, “The NEC Classic Motor Show Sale,” scheduled for November. For more information about the company or inquiries about buying or selling a car, motorcycle, or collectible, you can contact the team at +44 (0) 1926 691 141 or email

As the automotive auction world welcomes the era of Iconic Auctioneers, the excitement and anticipation among collectors and enthusiasts are palpable, marking a new chapter in the history of this illustrious institution.