Salon Privé: From the Record-Breaking 20th Anniversary at Blenheim to the 2026 London Debut.
Salon Privé 2025: Key figures
- Attendance reached record levels, exceeding 28,000 visitors
- Over £100M in collector vehicles displayed across the South Lawn
- Best in Show contenders valued between £5M and £10M+
- Judging conducted under the ICJAG-aligned M100 system
Standout Moments and Winners
The headline result honoured tradition: the 1936 Mercedes-Benz 500 K Special Roadster by Sindelfingen (Auriga Collection, Germany) claimed Best in Show and Most Exceptional Coachwork. One of only 12 built, chassis #123763 was originally commissioned by Prince Pavel Alexandrovich Chavchavadze, debuted at the 1935 Paris Auto Salon, and won the Grand Prix d’Honneur at the 1936 Cannes Concours d’Élégance. Restored to concours standard in the late 1990s, it secured a Pebble Beach class win in 1997 yet had remained out of the public eye until Blenheim, its first appearance in 28 years. With just three owners from new (current stewards since 1993), it embodied the judging emphasis on provenance, authenticity, and narrative depth over mere polish.
Runner-up was the 1956 Ferrari 410 Superamerica Coupé “Super Fast” Prototype by Pinin Farina (Anne Brockington Lee), the sole example of this bodystyle and her first full restoration since her late husband Robert M. Lee’s passing. It had previously taken Best of Show at Cavallino and The Quail. Other awards included the Spirit Award (Margaret Bagley Trophy) for a 1971 Mercedes-Benz 280 SE 3.5 Cabriolet and Preservation for a 1958 300 SL Roadster. Class highlights featured a 1964 Alpine M64 and a 1953 Bentley R-Type Continental from Bentley Motors’ Heritage Collection.
A striking Green Collection celebrated the “Emerald Anniversary,” assembling rare emerald-hued icons: the sole surviving 1927 Bentley 3 Litre Vanden Plas Le Mans, a Jaguar C-X75, Koenigsegg CCR, Lamborghini Miura P400 S, and a one-of-one Ferrari SF90 Ispirazioni. The new Qatar Executive Gallery, a 4,460 sq m glass pavilion with 1,206 panes, housed 44 magnificent cars, including UK debuts of the RML GTH hypercar and an electrified Aston Martin DB6 by Electrogenic (linked to comedian Jimmy Carr). Sunday’s Concours de Vente, judged by Richard Hammond, added a commercial edge with curated classics available for purchase.
Lesser-Known Insights
Few outside the concours world realise that Salon Privé is the only UK multi-marque event judged by single-marque specialists using the innovative M100 system, under Chief Judge Nigel Matthews (also of Pebble Beach, Villa d’Este, and ICJAG). Best-in-Show winners automatically qualify for the Peninsula Classics Best of the Best. The 1936 Mercedes’ hidden provenance, its princely origins and Cannes triumph, exemplifies the “story over shine” ethos. The event’s evolution from horse-parade roots in 17th-century Paris to a modern symposium of stewardship was palpable in owners sharing restoration logbooks beside their entries.
History in Brief
Brothers Andrew and David Bagley launched Salon Privé in 2006 at London’s Hurlingham Club after touring global events (Amelia Island, Monterey, Villa d’Este). It quickly outgrew the capital, moving to Syon Park then settling at Blenheim Palace for its scale and heritage. The 2025 edition marked two decades of intimate, dialogue-driven elegance rather than spectacle, exactly as the founders envisioned.
Budgets, Values, and Scale
Exact setup budgets remain confidential, as is standard for private events at historic estates, but the operation, including the vast glass pavilion, security, logistics for international entries, fine-dining, and five-day programming, clearly runs into the millions. Entry tickets started around £60 (with premium hospitality packages far higher), while past editions saw tables for 12 at several thousand pounds. The collective value of displayed vehicles is not publicly tallied; these are private treasures. The winning Mercedes and Ferrari prototype each easily command multi-million-pound valuations (comparable examples have fetched £5-10M+), while the Green Collection alone (Miura, C-X75, etc.) represents tens of millions. Across 60+ entrants spanning 1928-1999, the lawn likely held well over £100M in automotive art, yet provenance, not price tag, defined the winners.
Iconic Models Across Editions
Historically, Salon Privé has showcased legends including a 1957 Ferrari 335 S, 1938 Mercedes-Benz 540 K Cabriolet A, and 1933 Bugatti Type 55 Roadster as past Best in Show contenders. The 2025 field elevated the bar with the ultra-rare 500 K and Superamerica prototype alongside modern gems like the C-X75 and Koenigsegg CCR, proving the event’s blend of pre-war grandeur and contemporary hypercar innovation.
London Luxury Chauffeuring’s Role in 2025
For the second consecutive year, LLC served as the official discreet logistics and experience partner. Their fleet of Rolls-Royce Phantoms, Bentley Bentayga, and Mercedes S-Class ferried VIP guests, entrants, and partners seamlessly from London, Oxford Airport, or Cotswold estates to the South Lawn. Drivers received bespoke briefings on protocols and guest preferences. The highlight for select clients was the supercar self-drive programme, Lamborghini Revuelto, Ferrari 296 GTB, and McLaren 720s, delivered prepped with curated scenic routes through the countryside, extending the event’s immersion beyond the lawns. LLC’s presence was visible on-site and via social channels, reinforcing the “measured and attentive” bridge between arrival and experience.
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