Sold

The interesting marketing case designed to position eClassic in the world of collecting: the first example of Leggenda, at the RM Sotheby’s aution in St Moritz, set a record that confirms the appeal of the program and its content that go far beyond the value of the driving simulator alone.

By Antonio ghini

The RM Sotheby’s auctioneer sells “Leggenda” number 1 for CHF 192,000.

The automobile market is a rich and varied one that embraces everything from the most exclusive products to the most common items. The pricing system of a market like this is well established, and the purchasing cost of any item acquired usually falls within a range that is known or, at the very least, imagined.

We could ask ourselves “who sets the prices?”, but we already know the answer: the market.

However, when a product is completely new and has no market, the price is the result of a business plan that includes everything from the original conception to its manufacture and final delivery. When the product is as new and as profoundly innovative as the eClassic driving simulator, it is not difficult to wonder how the public will perceive its value.

As has been amply illustrated in these pages, eClassic is a complex product that comprises a simulator produced by one of the two great coachbuilders, pininfarina or Zagato, that is merely a part of the whole. In fact, the simulator is the gateway to an exclusive TCCT platform “The eClassic Club”, the eAcademy with its extensive training programs, and of course access to events and competitions, club life and much more besides. The question that TCCT posed itself, in

accordance with the strictest marketing principles, was just how close the price attributed by the market was to the price calculated on the basis of its own economic model.

In the world of collector cars, the sales channel of great auction houses is the only true reference. So TCCT decided to put up for auction the very first simulator of the limited edition Leggenda series – just 9 in all, with special colour and accessories and paolo pininfarina’s signature on the steering wheel - at RM Sotheby's in St. Moritz at an estimated price of between 120,000 and 150,000 Swiss Francs, but without a reserve. That is to say, if offers had stopped much lower, it would have been sold all the same.

A packed hall, many important cars up for sale along with Leggenda, and the perfect atmosphere. What would the outcome be? For reference, the estimated range published in the catalogue was in line with the real price which, of course, was unknown to everyone. There were naturally additional bonuses for the buyer: it was the very first one produced, number 1 of 9 and therefore very significant for collectors. Added to this was the possibility to integrate one of the cars in the buyer’s collection into the simulator, to be used personally or to include it in the menu, giving it unprecedented visibility.

The offers commenced, the first coming in at 50,000. However, in a flash no fewer than five potential buyers started a mini bidding war. In less than 30 seconds, the price had exceeded 100

A true bidding war for the purchase. Many arms held high, just one winner.

thousand. But no one was giving up. In particular, one of the bidders seemed very determined and led the sprint: 150,000… 160,000.. The auctioneer did not stop, calling for offers in german, English and Italian. Then the hammer struck. Sold! Leggenda went to the bidder who had shown clear signs of not wanting to stop. great applause for the final price of Swiss Francs 192,000. The experiment worked: the market determined a price: The price for each of the 8 remaining Leggenda collector edition simulators - the celebratory edition for the 90th anniversary of pininfarina without the special auction features in Europe is €158,000 and in Switzerland CHF 164,000 (including vAT, delivery, installation and instruction). prices for the Zagato Elio Z or the pininfarina Sportiva Edition simulators €134,000 are for the Italian market and CHF 138,000 in Switzerland. Always including vAT, (standard) delivery, installation and instruction.

Interesting and above all consistent with the many innovations introduced by eClassic, a fascinating program for the range of activities and content designed to satisfy everyone who embraces it. ■