Traverse City’s Hagerty adds Concours d’Lemons to its portfolio of events


Hagerty today announced a license agreement allowing it to produce the Concours d’Lemons, highlighting the exceptional of the automotive world. // Courtesy of Hagerty

Hagerty, the Traverse City-based automotive brand, has announced a new license agreement to produce the Concours d’Lemons, a car festival designed to celebrate the weird, mundane and unexceptional of the automotive 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, the Concours d’Elegance of America and the Greenwich Concours d’Elegance.

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

Created in 2009 as the send off for high-end concours events, Concours d’Lemons showcases vehicles that couldn’t be featured in the other events. Judges, including automotive celebrities, award thrift store trophies to cars divided into categories such as “Rust Belt American Junk”, “Needlessly Complex Italian” and “Most Dangerous”.

The show culminates with the presentation of the “Worst of Show” trophy. Spectators and attendees enjoy the event’s relaxed atmosphere, unique cars and humorous and often irreverent look at the world of motor shows.

“The Concours d’Lemons gets bigger and dumber every year and putting the show on the golf course is truly ridiculous,” says Alan Galbraith, manager of the Concours d’Lemons. “You’ll have Pintos and Pacers rusting 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 Lemons Competition as a producer will take place at an all-new Cars and Community event presented by Griot’s Garage, taking place on Saturday, March 5, 2022 from 8:30 a.m. to 1:30 p.m. as 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 car registration fee which will help support local charities. Contest of Lemons participants will receive a Hagerty goody bag and two admission tickets to Hagerty’s Cars and Community event. Participants 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 event is for you,” says Galbraith.

Separately, Hagerty plans to host the annual Concours d’Elegance of America in Detroit in September. The multi-site experience will center on the Detroit Institute of Arts. Exact dates, events and shows have yet to be announced.

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