367: Inside RM Sotheby's with Ethan Gibson

·31 min·3 clips

How did RM Sotheby's keep a Ferrari GTO secret from competitors for six months before its dramatic unveiling?

The episode begins with a lighthearted discussion about a C3 Corvette song and Ethan Gibson's personal modified Corvette, which he acquired after initially searching for a Fox Body Mustang. Gibson then details his role as Director of Communications at RM Sotheby's, which involves telling the stories of collector cars through press releases, social media, and exclusives with outlets. He emphasizes finding unique angles for each car, such as ownership history or race pedigree, to generate media interest. A key example is the Ferrari GTO with Le Mans history, which RM Sotheby's successfully kept secret from competitors and the public for six months before its unveiling, creating significant surprise and excitement. Gibson also addresses challenges in media relations, like factual errors in exclusive announcements, such as a Wall Street Journal article misstating the year of the GTO. He discusses working with influencers and content creators like Shmee, Magnus Walker, and Romain Grosjean, focusing on symbiotic relationships that benefit both parties. Regarding Moda Miami, Gibson explains the PR strategy evolved from traditional media in the first year, leveraging the angle of competing with Amelia Island, to a social-heavy campaign in the second year to drive ticket sales through accessibility and influencer presence. He identifies Instagram as the primary communication tool for RM Sotheby's, though the brand tailors content across platforms like TikTok, Twitter, and LinkedIn. Gibson shares his most memorable media experience: marketing Lewis Hamilton's 2013 Mercedes F1 car, which sold for $20 million, and explains why he finds it more special than championship-winning cars. The conversation touches on partnerships, such as with Formula One and brands at Moda Miami, and Gibson teases upcoming announcements for Monterey and fall auctions. Finally, he reveals his dream car would be a practical V12 sedan like a BMW 7 Series, prioritizing family use over exotic supercars.

As heard by us

A loose, insider collector-car episode that moves from C3 Corvette humor to the quiet coordination behind a GTO announcement.

The conversation opens with the C3 Corvette Survivor number, a playful song that leans into the model's big-block mythology and its less adored road manners, especially by the 1980s.

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Why you'd press play

You get a C3 Corvette song, a kept-quiet GTO reveal, and one wrong model year in print for your collector-car curiosity.

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