A 1955 Mercedes-Benz 300SL Gullwing sold Friday for a staggering $2,400,300 on Bring a Trailer, signaling a continued shift toward online dominance in the high-end collector car market.
The car, chassis number 5500428, is one of just 1,400 Gullwing coupes produced and comes finished in its original Graphite Gray over red leather interior with rare factory Rudge wheels. It had fewer than 400 miles under the current seller and underwent cosmetic and mechanical restoration by premier firms Paul Russell & Co. and R&R Restorations.
But beyond the car’s significance, the sale has stirred conversation in collector circles about what it means for the future of auctions.
Instead of the typical 10% buyer’s premium at traditional live auctions—amounting to around $240,000—the buyer here paid just $7,500. That’s roughly 0.3% in fees, a dramatic cost advantage with increasing appeal.
For that price, the listing offered extensive documentation, hundreds of high-resolution photos, driving videos, real-time bidding, and direct seller interaction. Compare that to 90 seconds of stage time at a live auction, and the advantages become clear for serious buyers.
Experts say this is part of a growing trend. While live auctions remain influential, online platforms are no longer just “alternative” options—they’re increasingly preferred. Private equity interest in online platforms has surged, and even legacy auction houses have begun launching digital divisions.
The Gullwing’s new owner didn’t just purchase one of the world’s most iconic sports cars. They made a statement about how today’s collectors want to shop: with transparency, control, and fewer middlemen.