Traverse City’s Hagerty Adds Concours d’Lemons to Event Portfolio

Hagerty, the automotive enthusiast brand based in Traverse City, announced a new licensing agreement to produce the Concours d’Lemons, a motoring festival designed to celebrate the odd, mundane, and unexceptional of the auto world.
187
Hagerty Concours dLemons
Hagerty today announced a licensing agreement for it to produce the Concours d’Lemons, highlighting the unexceptional of the automotive world. // Courtesy of Hagerty

Hagerty, the automotive enthusiast brand based in Traverse City, announced a new licensing agreement to produce the Concours d’Lemons, a motoring festival designed to celebrate the odd, mundane, and unexceptional of the auto world.

This addition of the Concours d’Lemons to Hagerty’s portfolio expands the reach of its recently acquired automotive events including the Amelia Concours d’Elegance, Concourse d’Elegance of America, and the Greenwich Concourse d’Elegance.

“It’s almost impossible not to smile when you see a once-forgotten misfit of the automotive world celebrated in the way that only Lemons can do,” says McKeel Hagerty, CEO of Hagerty. “We’ve been a long-time sponsor of Lemons so it’s a thrill to welcome Alan to our team. Concours d’Lemons ties the car community together while creating on-ramps for new enthusiasts.”

Created in 2009 as a send-up of high-end concours events, Concours d’Lemons features vehicles that could not be shown in the other events. Judges, including celebrities from the automotive world, award thrift-store-sourced trophies to cars divided into classes such as, “Rust Belt American Junk,” “Needlessly Complex Italian,” and “Most Dangerous.”

The show culminates in the presentation of the “Worst of Show” trophy. Spectators and participants appreciate the relaxed atmosphere, unique cars, and the event’s humorous and often irreverent take on the car show world.

“The Concours d’Lemons gets bigger and dumber every year and putting the show on the golf course is really ridiculous,” says Alan Galbraith, lead of the Concours d’Lemons. “You’ll have Pintos and Pacers rusting away next to Ferraris and Lamborghinis, I can’t wait.”

Galbraith will join the Hagerty team and continue to lead the event in the future.

Hagerty’s first Concours d’Lemons as producer is set to take place during an all-new Cars and Community presented by Griot’s Garage event, held on Saturday, March 5, 2022 from 8:30 a.m. to 1:30 p.m. as a part of The Amelia at The Ritz-Carlton, Amelia Island. Concours d’Lemons will join Cars and Caffeine, RADwood, and the event’s first-ever Kids Zone. A portion of ticket sales will support local charities.

There is a small fee for car registration that will help support local charities. Concours d’Lemons registrants will receive a Hagerty swag bag and two admission tickets to Hagerty’s Cars and Community event. Entrants can register by clicking here.

“Lemons reminds everyone not to take themselves, or their car, even a horrible car, too seriously. If you have a sense of humor about yourself and your car, this is the event for you,” says Galbraith.

In related news, Hagerty plans to host the annual Concours d’Elegance of America in Detroit in September. The multi-site experience will be centered at the Detroit Institute of Arts. The exact dates, events, and shows have yet to be announced.

Facebook Comments