I’ve said it before and I’ll say it again - I want Hemmings to succeed. I really do. They’ve earned their place in the history of the hobby, and they still have the audience, the traffic, the trust. But every time I look at their auction side, I’m reminded how little effort seems to go into it. And from a business standpoint, I get it. Auctions bring in maybe a low single-digit percentage of their total revenue. That’s barely a rounding error next to classifieds and subscriptions.

Still, it’s hard not to feel disappointed. With their reach and brand recognition, Hemmings could have been and still can be a real force in the auction space. They had first-mover advantage, decades of credibility, and a built-in base of buyers and sellers. Instead, the whole thing feels like a side project they keep around because… why not. If their livelihood depended on growing auctions, they probably would. But it doesn’t, so the energy just isn’t there right this second.

That’s what makes this conversation interesting. Maybe I’m missing something, maybe people are paying more attention to Hemmings than it looks. Or maybe it really has become a legacy platform for an older crowd. Either way, I’m curious what you think.

Take a minute and tell me: is anyone still paying attention to Hemmings Auctions?

If there’s ever been a car that shows both the beauty and frustration of Hemmings Auctions, it’s this one. A factory Tor-Red, numbers-matching 1971 ’Cuda Convertible with a 340 and a four-speed. One of just 30 built in this combination, and one of five exported to Canada. Rotisserie restored, billboard stripes, pistol-grip shifter, power everything. The real deal, rebuilt by a father and son who clearly cared about getting it right.

And yet, bidding opens at 130,000 dollars. That’s not an opening bid, that’s a conversation killer. Instead of sparking excitement, it freezes the room. The car deserves engagement, but a starting number like that makes it feel more like a showroom listing than an auction.

Which is a shame because this is prime Hemmings territory. A legitimate E-body convertible with documentation, craftsmanship, and story. It’s not a clone, not an over-restored trailer queen. It’s exactly the kind of car that could reassert Hemmings’ authority in the classic space if they wanted to build a modern auction culture around it.

But here we are again, incredible car, impressive seller participation, and a platform that still can’t find the rhythm. The audience is there. The history is there. The potential is there. What’s missing is the spark.

This ’Cuda should be drawing a crowd, not silence.