Portrait of Emil Frey Classic Auctions

In our Classic Trader Portraits, we regularly introduce you to selected classic car dealers and people from the scene. This time with Claudia Stiller from Emil Frey Classic Auctions.

Please briefly introduce yourself and your company. What is your company’s speciality?

My name is Claudia Stiller and I am responsible for the auction management of Emil Frey Classic Auctions. We specialise in the live marketing of classic cars and exclusive vehicles.

How is the auction division positioned within Emil Frey AG?

We launched the project in summer 2024 and have now been integrated into the Emil Frey Classic Centre in 2025.

What are the advantages – for sellers and buyers – of auctions compared to the ‘classic’ sales channel?

Our focus is on the auction of rare and special vehicles that both arouse the passion of collectors and represent a valuable investment. Our aim is to make the entire sales process transparent and professional. That is why we offer both sellers and buyers this live auction platform.

Are there any particular challenges in the classic car auction business compared to other items up for auction? Do you have the impression that buyers and collectors respond equally well to auctions?

Yes, the auction business with classic vehicles brings with it some special challenges. Compared to other auctioned items, we often have to work with very specific details and condition assessments for classic cars. Buyers often have a high level of expertise and expect precise information on the restoration, originality and history of the vehicle. Another aspect is market volatility, as the value of classic vehicles can fluctuate greatly depending on the model and condition.

As far as sales are concerned, auctions are still an attractive way for collectors and classic car enthusiasts to acquire rare vehicles. They appreciate the transparency and the opportunity that our company offers to buy a unique vehicle at a fair price. Overall, we think that auctions are very well received, especially when they are conducted with the right expertise and a clear, transparent sales process.

Which brand(s) and models have you personally favoured? Which are your three favourite classics and why?

Personally, I am particularly enthusiastic about English vehicles, as I find them unrivalled in terms of grace and elegance. Brands like Aston Martin, Jaguar or Bentley embody the epitome of luxury and style for me – both in appearance and driving style. These vehicles have a class all of their own that is hard to beat. On the other hand, I have always been fascinated by Porsche. Even as a child, I was fascinated by these beautifully shaped and powerful models.

My three favourite classics would therefore be:
1. Aston Martin DB5 – A true work of art of British engineering and for me a symbol of elegance and luxury.
2. Jaguar E-Type – The perfect blend of performance and beauty, one of the most iconic cars of all time.
3. Porsche 911 (1960er-1980er Jahre) – A vehicle that inspires both emotionally and technically.

What was the most unusual vehicle you’ve had to deal with so far?

The most extraordinary vehicle I’ve had to deal with so far was the Bugatti Type 59/50 B Monoposto from 1936. This model is not only a work of engineering art, but also an absolute jewel of automotive history. It was developed for racing and is a fascinating vehicle with its combination of technical sophistication and historical significance. The powerful engines and unique design make the Type 59/50 B one of the most legendary racing cars of this era.

The rarity of this model and the fact that it is one of the early milestones in Bugatti history make it a real highlight in my career. The fascination for the technology and the history that this vehicle exudes is truly indescribable.

Value appreciation / preservation: Which horse should you back now? How do you currently see the classic car market? How do you think the performance will develop over the next few years?

The classic car market has proven to be stable in recent years and has often even increased in value, especially for rare and well-preserved models. Classic vehicles are still an attractive investment, especially when it comes to limited editions or iconic models.

I currently see brands such as Porsche, Ferrari, Jaguar and Aston Martin as particularly promising. Vehicles such as the Porsche 911 (older models) or Ferrari 250 GTO in particular have proven to be not only beautiful cars, but also solid investments. However, the Jaguar XK up to 1960 and Mercedes-Benz vehicles from the 1960s and 1970s also offer models that could continue to increase in value in the coming years. The focus on originality, models with low mileage and good restorations are crucial here.

As far as the future of the classic car market is concerned, I am optimistic that we will continue to see a positive development in value, especially for vehicles with historical significance or a certain cult status. At the same time, demand for electric classics or restomod projects could increase over the next few years, as more and more collectors want to combine the charm of classic design with modern technologies.

Overall, the classic car market remains an interesting opportunity to diversify your portfolio, but of course the increase in value always depends on rarity, quality and demand. I think that the automotive icons of the 60s to 80s in particular, which are still relatively affordable today, will continue to increase in value in the coming years.

Which do you think is the most underrated or overrated classic and why?

In my opinion, the BMW 3.0 CSL (E9) is an often underestimated classic. Although it was known as the “Batmobile” in the 1970s and is appreciated by many collectors today, it is still traded below its true value in my opinion. The 3.0 CSL combines everything that makes a classic BMW: exceptional design, technology and motorsport history. As it is a milestone for BMW the touring car racing series, I believe it still has the potential to increase in value further, especially for well-preserved or original examples.

On the other hand, I think the Ford Mustang (first generation) is a somewhat overrated classic, especially in the lower price segments. Of course, the Mustang is an iconic vehicle and remains a symbol of American muscle cars, but mass production (with the exception of the Mustang GT 350H) and the high number of rebuilt Mustangs mean that the market value in certain variants does not match the demand and hype. Especially non-original or poorly restored models can drive down the market price and therefore often offer less potential for appreciation.

Overall, it is important to focus on rare, well-preserved and historically significant models, as these are most likely to offer the potential to increase in value.

Do you see a generational change in the market for classic vehicles? If so, what is your opinion?

Yes, I definitely see a generational shift in the market for classic vehicles. In recent years, the generation of buyers and collectors has changed significantly. Whereas in the past it was mainly older generations that were the driving force on the classic car market, we are increasingly seeing younger collectors and investors showing an interest in classic vehicles – particularly as a result of digital networking and access to international auction platforms.

Younger buyers often have a different approach: They not only value history and design, but also sustainability and the possibility of using these vehicles in modern contexts. Some are interested in creating restomods, i.e. equipping classic vehicles with modern technologies and drives in order to bridge the gap between classic charm and innovative technology. This development could rejuvenate and dynamize the market even further.

I welcome this generational change, as it gives the market for classic vehicles a breath of fresh air and opens up new perspectives. Digitalization and the increasing globalization of the market provide more transparency and make it easier for new collectors to get involved in this area. It is also exciting to see how the market will develop in the coming years, especially as digital auctions become more prominent. Overall, I am confident that this generational shift will enrich the classic car market and take the passion for classic cars into the next era.

Which modern vehicles do you think have the potential to become a real classic car in 30 years’ time?

At present, this is a very complex and difficult question to answer. What is certain is that new-generation sports cars will always have potential for future collectors and enthusiasts.

How do you see the future of the classic car trade and what challenges are there?

Overall, I see a positive future for the classic car trade, as the collectors’ and enthusiasts’ market remains strong and new generations of investors and vehicle enthusiasts are also being attracted. The trade in classic vehicles is increasingly being enriched by digital platforms and online auctions, which simplify and internationalize access to this market. This means more transparency, visibility and, above all, competition, which will lead to an exciting development of the market.

However, there are also some challenges that the classic car trade will face in the future. One major challenge is maintaining the originality and assessing the condition of vehicles. It is becoming increasingly difficult to find original vehicles, as many classic cars have been restored or modified over the years. It is crucial for collectors and buyers to recognize the historical value of a vehicle and ensure that all modifications or restorations are documented.
Another point is sustainability. In a world that is increasingly turning to greener solutions, the value of classic cars could be affected by emissions and environmental issues. For some buyers, this could have a deterrent effect, even though classic vehicles continue to have an emotional and aesthetic significance for many.

The generational shift in the market will also remain an issue. While older generations often have an emotional attachment to classic vehicles, younger buyers are often interested in young classics or restomod projects that combine classic design with modern technology. The challenge will be to understand the interests of the new generations and bridge the gap between tradition and innovation.

Overall, I believe that the market for classic vehicles will continue to flourish, but new challenges and opportunities will arise that will change and develop the trade. Adapting to new trends and integrating modern technologies will be crucial to preserving valuable classics and keeping them for the next generations.

What would you most like to pass on to a “young classic enthusiast”? Do you have any advice for getting started in the hobby?

For a Young Classic newcomer, I would first and foremost advise them to inform themselves thoroughly and familiarize themselves with the subject matter. Vehicles from different eras and brands have very different characteristics, and it is important to find the right model for your own needs and interests. It helps to take your time and consult specialist literature, experts or forums to get a feel for the market and the different models.

To summarize: Inform yourself, be patient, start with an affordable model and network with the community – these are the best steps for a successful entry into the fascinating hobby of Classics.

Thank you for the interview.

CONTAKT

Emil Frey Classic Auctions
Bahnhofplatz 2
5745 Safenwil AG
Switzerland

www.classicauctions.ch

Author: Paolo Ollig

As editor-in-chief Paolo regularly writes about all the big and small stories related to classic cars and motorbikes. Classic dreams: Lamborghini Countach and Mercedes-Benz 300 SL. View all posts by Paolo Ollig →