Here's something nobody tells you when you start a restoration project: you will almost certainly lose money. Not always, not on every project, but as a general rule, restoration costs exceed finished values. Understanding this upfront makes the eventual selling decision much less painful.
That said, if you're ready to move on, whether to fund your next project, because circumstances have changed, or simply because you've achieved what you set out to achieve, getting the pricing right matters. Too high and it sits unsold for months. Too low and you've given away value that could fund your next adventure.
Understanding what determines value
Several factors influence classic car values, and they don't all move in the same direction.
Desirability matters most. Some models command premium prices regardless of condition. E-Type Jaguars, early Porsche 911s, certain Aston Martins have demand that supports high values. An Austin Allegro, no matter how beautifully restored, will never be an E-Type.
Rarity can increase value but only if combined with desirability. Limited production numbers, special editions, and unusual specifications help if people actually want them. Rare but unloved models remain difficult to sell at any price.
Condition is paramount for actually achieving good prices. A beautifully restored example of an ordinary model often outvalues a rough example of something more desirable. This is where your restoration work actually pays off.
Authenticity matters to serious collectors. Matching numbers, original colours, period-correct specifications. Documentation supporting authenticity adds real value. This is one reason why photographing and documenting your restoration work pays dividends later.
Provenance can significantly affect value. Interesting history, famous previous owners, competition heritage. Most restored cars don't have remarkable provenance, but if yours does, make sure buyers know.
Research before pricing
Research actual sold prices, not asking prices. What sellers hope to get and what they actually achieve are different things. Auction results from Bonhams, H&H, and Historics are public record. Classic car price guides provide baseline figures. Marque specialist dealers sometimes share information about sold stock. Insurance valuations give another reference point.
Find comparable examples matching your car's model, specification, year of manufacture, condition, and documentation level. The more closely a comparable matches your car, the more useful its sold price is for guidance.
Honest self-assessment
Valuing your own work objectively is difficult. You know how much effort went in, how carefully you sourced parts, how many hours you spent getting details right. The market doesn't care about your hours.
Assess the mechanical restoration honestly: engine condition and performance, gearbox and drivetrain function, braking effectiveness, suspension and steering condition. Then body and paint: panel fit and alignment, paint quality and finish, chrome and brightwork, glass and seals. Interior: upholstery quality, trim condition, dashboard and instruments, carpets and headlining. And authenticity: correct specifications, appropriate parts, documentation.
Rate yourself against the best examples you've seen at shows and in dealers' showrooms. Are you at that level? Most honest self-assessors find they're slightly below where they thought they were.
The most common pricing mistake is basing your price on what you've spent. Restoration costs frequently exceed finished values, especially for common models. The market determines value, not your investment. Accept this or you'll never sell.
Preparation for sale
First impressions matter enormously. A thorough detail demonstrates pride in the vehicle. Deep clean inside and out, polish paintwork carefully, clean the engine bay, dress tyres and trim. Address minor issues before showing: replace failed bulbs, fix minor leaks, adjust anything that isn't quite right. Everything should work.
Compile comprehensive documentation: registration documents and MOT history, restoration photographs and receipts, parts invoices and specialist bills, any historical documentation, heritage certificate if available. Present it organised in a folder, not dumped in a box.
Marketing
Quality photographs are essential. Clean, uncluttered background. Good lighting, overcast days work well for avoiding harsh shadows and reflections. Multiple angles including details. Interior shots showing condition. Engine bay and underside if presentable.
Write a thorough, honest description. Full history of the restoration. Specifications and any upgrades. Known issues, because honesty builds trust and savvy buyers will find issues anyway. Why you're selling, because buyers wonder and having a reasonable answer prevents suspicion.
Private sale offers maximum return but requires time and effort. Use specialist forums and clubs, classic car classified websites, social media groups, local advertising. You'll deal with time-wasters and lowballers, but serious buyers are out there.
Dealers offer lower return but speed and simplicity. Marque specialists often pay more than general dealers. Part-exchange options are available if you're moving to another car. They handle the advertising, the viewings, the tyre-kickers.
Auctions can achieve excellent prices but are unpredictable. Specialist classic car auctions reach targeted audiences. Fees reduce net proceeds, typically 10-15% of hammer price. Reserve prices protect against underselling, but no-sale is always possible.
The selling process
Respond promptly to enquiries. Be thorough in your answers. Some enquirers are time-wasters, but you can't always tell which ones until you've engaged with them.
When showing the vehicle, be honest about condition. Demonstrate everything working. Allow thorough inspection, including getting underneath if the buyer wants to. Have documentation ready and organised.
Most buyers negotiate. Know your minimum acceptable price before conversations begin. Be prepared to justify your asking price with reference to comparable sales. Don't be insulted by low offers; counter professionally or simply decline. Cash buyers often expect discounts.
For completion, verify payment before releasing the vehicle. Complete the V5C correctly. Provide receipts and documentation. For valuable cars, consider a bill of sale documenting exactly what's being transferred.
Managing emotions
Selling a restored classic is emotional. You've invested time, effort, passion. The car represents achievement. Buyers, unfortunately, don't see any of that. They see a car at a price, and they're deciding whether the price represents fair value for what they're getting.
Criticism of your restoration is business, not personal. The right buyer at the right price may take time to find. Sometimes the market simply isn't ready for what you're selling.
A well-restored classic will find a good home eventually. Price it fairly based on market reality, present it properly, and be patient. When the right buyer comes along, they'll appreciate what you've created.
You can list your project on our classic car marketplace when you're ready. And if you're looking for your next project before selling, browse what's available. That's how most of us fund one project with another.