Stafford Motorcycle Show October 2024

A Journey Through the Stafford Motorcycle Show October 2024: A Passion for Classics

Attending the Stafford County Showground for the annual classic motorcycle show is always a highlight for us. This year’s event was no exception, and it was packed with iconic bikes, exciting auctions, and valuable connections that continue to shape our role in the luxury automotive marketing world. From witnessing some of the most coveted classic motorcycles go under the hammer to catching up with industry experts, this trip offered insight, excitement, and a few personal highlights worth sharing.

Iconic Motorcycles: Bidding on Legends

One of the biggest attractions at the show was the Bonhams motorcycle auction, where we were lucky enough to bid on a range of legendary machines. Among the most memorable was a 1974 Ducati 750 SS, a truly stunning piece of motorcycling history that sold for an impressive £140,000. This bike is a rare gem, a model known for its timeless beauty and exceptional craftsmanship. Being in the room to witness this sale was an unforgettable experience and speaks to the enduring appeal of classic motorcycles as works of art.

In addition to the 750 SS, other notable bikes included a 2006 Ducati 749 with just 519 miles on the clock, a Triumph Scrambler and Triumph Tiger that once belonged to Daniel Craig, none other than James Bond himself. It’s moments like these that remind us why we’re so passionate about the world of luxury motorcycles and automotive auctions—it’s not just about the machines; it’s about the stories behind them and the people who cherish them.

Connecting with Industry Experts

Attending events like these also allows us to reconnect with some of the most knowledgeable people in the industry. We spent time with James Stensel, the head of Bonhams' Motorcycle Department, and other specialists like James Garguilo, Briony Harford, Andy Barrett and Bill To, all of whom bring a wealth of expertise to the world of motorcycle auctions. It’s always inspiring to discuss market trends, hear about recent successes, and share insights on how to collaborate on future projects.

Not only are these individuals experts in their field, but James Garguilo and Briony Harford also work as auctioneers, bringing a unique skill set that blends expertise with showmanship. Their ability to create excitement in the room is unmatched, and it’s something we love witnessing firsthand—especially when we’re caught up in the bidding action ourselves!

Celebrating the Ducati 916’s 30th Anniversary

This year’s show also paid special tribute to the Ducati 916, a motorcycle often hailed as one of the most beautiful bikes ever made. With banners and celebrations marking its 30th anniversary, the show drew an even larger crowd of Ducati enthusiasts than usual. Seeing this iconic model take center stage was a reminder of how certain motorcycles transcend time, becoming symbols of design and performance perfection. For us, the 916 is not just a bike—it’s a work of mechanical art, and its legacy ties into our brand’s focus on heritage, innovation, and craftsmanship.

Exploring Marketing Collaborations

Beyond the excitement of the auction, this trip was also an opportunity to evaluate potential marketing collaborations. We had an important meeting with Bonhams Bikes, discussing how we can work together on upcoming projects. It’s always valuable to meet in person, assessing the strengths and weaknesses of different marketing approaches and how they resonate with the luxury automotive audience.

Understanding what works in this space—whether in person at an event like this or through digital campaigns—helps us stay ahead of the curve. These insights are crucial as we continue to craft bespoke marketing strategies that speak to the exclusivity and prestige of the brands we represent.

A Personal Highlight: Bidding and a New Hat

Of course, no auction would be complete without the excitement of bidding. While I didn’t manage to snag the Ducati I had my eye on this time, the thrill of competing with familiar faces and the friendly nudge from the auctioneer—“One more bid, Alastair?”—made the experience unforgettable. And even though I left without a new bike, I did leave with a fantastic new hat, a gift from my wife that might be on par with the Ducati? Maybe not.

Final Thoughts

The Stafford Motorcycle Show was a perfect blend of business and pleasure. It reminded us why we love the luxury automotive world—the beautiful machines, the passionate people, and the timeless craftsmanship that makes this industry so special. From bidding on rare classics to planning future marketing campaigns, this trip offered everything we could have hoped for, and more. We’re already looking forward to next year’s event and all the exciting projects ahead.