Monterey Car Week: HAGERTY MOTORLUX

At the Monterey Jet Center!

On this evening, 4,100 attendees experienced a blend of luxury, quality, and a lively, generous atmosphere. The event was more than a spectacle; it marked a shift in prestige, as the once-dominant Quail—criticised for its exclusivity and sky-high ticket prices ($2,000, or why not $10,000 or $20,000?)—saw competition from Hagerty Motorlux, which is attracting a growing crowd year after year with a more inclusive and friendly vibe.

At the Motorlux this year there were as many as 225 extraordinary vehicles, 14 aircraft, top-tier cuisine with 25 renowned chefs and a dazzling Broad Arrow auction that brought in US$71.5 million with 85 percent of the lots sold.

The event also showcased world premieres, such as the Kindred Motorworks EV Bronco, Meyers Manx Tarmac Touring Edition, McMurtry Sparrow, and Evoluto 355. These debutants were parked alongside iconic models such as the Lancia Stratos, and models from Lamborghini, Lotus, Ford, Cobra, Pagani, Ferrari, Aston Martin, Porsche, McLaren and Alfa Romeo.

Motorlux is quickly becoming a key platform for car manufacturers to unveil their latest innovations—and it's well-deserved! Even in just its third edition, it has already come a long way.

The event was organised around the four main themes of Adventure Machines (off-road vehicles from past and future), American Graffiti (a tribute to 1950s hot rods), British Invasion (celebrating British sports cars) and a wonderful tribute to Marcello Gandini (honouring the legendary Italian automotive designer).

In addition to cars, aircraft were a unique highlight, featuring over a dozen, including vintage warbirds, private jets, and helicopters. Among them, the P-51D Mustang ‘Plum Crazy’, known for its racing activities and shows, and a Citation 560X decorated with stunning floral patterns, stood out.

"Motorlux perfectly blends luxury and community spirit," said Peter Fink, Hagerty's vice president of events and experiences. "We are honoured to bring together thousands of automotive and aviation enthusiasts to enjoy the finest cars, planes, local cuisine, and drinks. We are deeply grateful to our partners, guests, and the incredible pilots who showcased their remarkable machines."

Of course, no U.S. event of this calibre would be complete without a charitable element. True to Hagerty’s values, the event supported the California Highway Patrol and the Navy Post Graduate School Foundation, whose volunteers helped as car pushers during the Broad Arrow auction.

Incidentally, Hagerty, as a company began in 1984 more as a small, family-run nautical insurance broker and has since become a global leader in historic vehicles and marine insurance. Key points in its growth were during the years 1948 and 1984 when Frank and Louise Hagerty first worked in insurance before launching Hagerty Classic Marine Insurance in 1984, due to the lack of suitable coverage for vintage boats.

In 1991 they expanded into classic car insurance, with their son McKeel joining and later becoming CEO.

During the years 1997 and 2014, Hagerty made notable strides in marketing and services, including launching youth programs, collector car events, and its own magazine. The company also created price guides, expanded into Canada, and established a presence in the U.K. and Germany.

From 2016 onwards Hagerty shifted its focus to 'saving the joy of driving', and embracing car culture more broadly. It grew significantly, acquiring automotive events, launching a car-sharing platform, and forming partnerships with big names like State Farm.

Hagerty went public in 2021 and followed that up by expanding its services (digital auctions, tree-planting for emission offsets), and celebrated its 40th anniversary. By 2024, Hagerty was employing over 1,700 people worldwide, was insuring 2.4 million vehicles, and had seen substantial financial growth.

Hagerty has become a central player in the historic vehicle world, blending insurance with a passion for automotive culture.

Thanks to Jeremy Malcolm and the entire Hagerty Team for their support.

Images & Text: Patrick Hornstein