After a 5-year hiatus, the Barrett-Jackson Cup competition will start up again during the 2021 Scottsdale Auction in January, offering prizes and prestige to top builders of custom cars and trucks.
Barrett-Jackson also celebrates the 50th anniversary of its flagship collector car auction, which takes place January 16-23 at WestWorld in Scottsdale, Arizona.
The auction company’s decision to resume the Barrett-Jackson Cup, last held in 2015 during the now-discontinued auction in Reno, Nevada, comes after the coronavirus pandemic forced the cancellation of automotive events during 2020, such as the annual SEMA show in Las Vegas, which has left the customizers with few places to display their latest gleaming creations.\
“We want to give builders the chance to show off the amazing customs they planned to unveil at automotive events in 2020 that were canceled,” said Craig Jackson, chairman and CEO of Barrett-Jackson. “Bringing back the Barrett-Jackson Cup is the perfect way we can help recognize the hard work, talent and time that countless master craftsmen have poured into creating some of the world’s finest pieces of automotive art.
“We can’t wait to show the world how builders have raised the bar in custom vehicle design using the latest advancements in technology and performance.”
The competition will be limited to 50 street rods and custom cars, according to a Barrett-Jackson news release, which will be chosen by members of the company’s team from among all the entries submitted. Those competitors will be showcased during the first day of the Scottsdale event on January 16, known as Family Day.
“Categories will include the top Chevrolet, Dodge, Ford and Toyota builds, to be selected by a team of judges,” according to the release. “Fans will be able to vote for the ‘Ultimate Best in Show,’ and the overall winner will be awarded the coveted Barrett-Jackson Cup, in addition to other prizes.
“Manufacturer representatives, as well as Craig Jackson and Barrett-Jackson president Steve Davis, will serve as judges to narrow the entries down to the Top Five, and then engagement from fans is paramount in deciding the overall winner.”
The Top Five entries will be on display throughout the WestWorld event. Votes from the public to decide the winner will be cast on a special website, BarrettJacksonCup.com.
The Barrett-Jackson Cup was first introduced at the Reno collector car auction in 2013 and repeated during the 2014 and 2015 Reno sales, which took place during the popular Hot August Nights street rod and custom extravaganza. When Barrett-Jackson ended its Reno auction, replacing it with its Connecticut sale, the cup competition ended as well.
Now, the cup returns at Scottsdale for 2021.
“We couldn’t be prouder to resurrect the Barrett-Jackson Cup for next year’s Scottsdale Auction and give these masterful builders some much-deserved recognition for their dedication to building the ultimate customized vehicle,” Davis said in the release.
After its January 2020 auction at WestWorld, Barrett-Jackson canceled its three other scheduled live auctions in Uncasville, Connecticut; Palm Beach, Florida; and Las Vegas because of COVID, instead holding sales online. It resumed live auctioneering in October with a special Fall Auction at WestWorld, held under strict pandemic restrictions.
The January 2021 auction will be conducted under the same safety guidelines as the October sale, the company said.
“Barrett-Jackson went to great lengths to safeguard the health and safety of guests during the Fall Auction in October,” the release notes. “The company plans to build on that success with this signature January event by continuing to implement the safety precautions recommended by local and state health authorities.”
The auction arena during live bidding will be limited to bidders, consignors and their guests, with enhanced live online and phone bidding options available for registered bidders, according to Barrett-Jackson. General-admission tickets to the event will be available for purchase online in advance only.
“The event was designed with several preview days at the beginning of the week, allowing collector car enthusiasts ample time to enjoy viewing the vehicles safely and in a comfortable, physically distanced environment,” the release says.
“Over the last few months, the collector car community has shown an unwavering resilience, even under the most adverse conditions,” Jackson said in the release. “We were widely praised for the safety protocols we put in place for our recent Fall Auction, and guests can expect the same level of attention to detail when it comes to safety during our eight-day 2021 Scottsdale Auction.
“It will be an unforgettable event with a docket that includes our signature diverse offering of incredible collectible vehicles, and also will shine a spotlight on the craftsmanship and artistry of the custom car community during our Barrett-Jackson Cup competition.”
For more information about Scottsdale Auction, visit the Barrett-Jackson website.
