Hagerty acquires Michigan’s Concours d’Elegance of America
Hagerty has added another event to its automotive portfolio. The automotive enthusiast brand continues to expand its role as a leader in the classic car lifestyle with the acquisition of the Concours d’Elegance of America, held in its home state of Michigan.
Larry Moss, board chairman of the Concours d’Elegance of America, calls the ownership change “serendipitous.”
“We have found the perfect caretaker for our cherished event,” Moss says of Hagerty, “which will allow the Concours and its partners to focus on a common goal—producing the richest automotive experience while serving the needs of our community.”
The 42nd annual Concours d’Elegance of America is scheduled for July 23–25 at the Inn at St. John’s in Plymouth. The 2020 event was canceled due to the pandemic.
“The Concours d’Elegance of America is a premiere event in the home of American car culture,” says McKeel Hagerty, CEO of Hagerty. “We couldn’t be more honored to have the opportunity to help make it even better.”
The event began 41 years ago at Meadow Brook Hall in Rochester Hills. It moved to the Inn at St. John’s in 2011. The event’s focus is on automotive education and supporting local charities.
Hagerty “will work in tandem with the existing operational team to raise the profile of the Concours annual event.” For continuity, Tara Noftz will remain as director, while Moss will continue as board chairman. The event’s philanthropic mission will remain focused on automotive education and supporting local charities.
The concours will showcase more than 250 significant classic and historically relevant vehicles, with classes ranging from the Gas Light Era to Modern Collectables to Super Cars. The weekend also includes a Motoring Tour, a seminar, and a luncheon event titled “Women in the Auto Industry: From Influencer to Leader,” as well as an Invitational Art Exhibition, British Invasion II, the 2021 Chairman’s Dinner, and more.
In 2019, Hagerty purchased the Greenwich Concours d’Elegance (along with the Madison Avenue Sports Car Driving & Chowder Society) and then acquired the California Mille last year.
McKeel Hagerty said in 2019 that “outstanding events like the Greenwich Concours d’Elegance get people excited about cars, and that’s what it’s all about. That’s how we’re going to save driving and car culture for future generations.”
