Vladimir Grudzinski

“I know where your dream car is“

In 2019, CarJager shook up the world of classic car sales with its digital approach. While some doubted the viability of the concept in such a traditionally conservative industry, the results speak for themselves: 512 cars sold in 2024, with a turnover exceeding 40 million euros. The startup succeeded in this bold venture thanks to several strategic adjustments, as detailed by its founder, Vladimir Grudzinski, during a rally he organized with his team in their region of Aix-en-Provence.

How did your passion for automobiles begin?

Vladimir Grudzinski: It wasn’t something I was destined for. I grew up in Paris with parents who weren’t particularly interested in cars. I think I got the bug when I accompanied my uncle, Olivier du Boucheron, to the Coupes de l’Age d’Or at Montlhéry in the 1990s. He was racing his pre-war Theo Schneider 25 SP. I remember the smell of castor oil and the friendly atmosphere in the paddocks. Later, in my teenage years, I spent weekends in the Perche, riding my Solex to visit local collectors, owners of Citroën Tractions or DS models.

Yet, your LinkedIn CV mentions a first professional experience in an entirely different field…

At 22, in 2007, I was in London, broke and without a diploma. With the little money I had left, I printed about sixty CVs, and by miracle, I got a job as a salesperson at the Prada store in Harrods. The following year, I returned to France and worked for François-Joseph Graf, one of the biggest luxury decorators in France.

How did you switch to the automobile industry?

At that time, I spent my days browsing used car sales websites. By the end of the day, I had seventy tabs open on my browser. I found the “buyer’s experience” terrible. I thought the only way to compare vehicles efficiently was to gather them all in one place. So, I partnered with Vincent Deboeuf, and we copied all the listings from French websites to post on our site, Reezocar. It’s called a hack in startup terms. When we launched the platform, we already had nearly two million cars for sale, compared to 800,000 on leboncoin! Since we had more listings than them, we were better ranked on Google.

Did you have classic cars in the mix?

They represented about fifteen percent of our sales. We had Jaguar E-Types, Triumph TR6s, and Porsche 911s.

So why dedicate a specific site to them?

Because it’s a specific market. One day, someone expressed interest in a 3.8-liter Jaguar Mark 2. We didn’t have that model in our network, but I found one after making a few phone calls. That’s when I realized the vast scope of the off-market offer.

What do you mean?

There are thousands of cars available for purchase that don’t appear on classifieds sites or in auction catalogs.

Really?

Even if the owner isn’t officially selling it, they are often willing to entertain an offer if they find it appealing. This often happens at gatherings. That’s the mechanism we’ve tried to digitize with CarJager.

What was your strategy to achieve that?

When we launched in 2019, we relied on an app designed to connect the “experts” – those who know “who’s looking for what” and “who owns what.” We spent 600,000 euros developing it and attended many events to explain how it worked. Everyone thought the app was brilliant, but no one actually used it.

So, you changed your plan?

After a year and a half of persistence, we made a 180-degree turn. We abandoned the B2B network idea and shifted to a B2C approach. The challenge was now to get noticed by the general public. We succeeded by focusing on search engine optimization, notably by acquiring the Boîtier Rouge blog. These excellent editorial contents helped increase our legitimacy in the industry.

You can’t justify taking 15 to 25 percent of a car’s value just by showing it without offering any service.

How does CarJager work today?

We’ve developed a range of services tailored to the specifics of the classic car market. The car stays with its owner, but we manage everything else. We screen customers, secure transactions, and handle vehicle transport. If the buyer doesn’t want to visit, we send an expert to inspect the car. Our biggest asset remains our database of over 30,000 cars.

How does the sale of off-market cars work?

It’s fascinating from a psychological standpoint. Typically, an owner who posts an ad on a site puts themselves in a weak position, as the buyer thinks they’re in need of money. Here, it’s the opposite. We tell the buyer: “I know where the car of your dreams is, but sadly, it’s not for sale.” That makes them want it even more.

Has the market evolved since CarJager started?

When we started, auction houses had a monopoly on high-value cars. That’s over. You can’t justify taking 15 to 25 percent of a car’s value just by showing it without offering any service. Right now, CarJager is selling three cars worth 2.5 million euros each.

Has demand changed?

People still love the cars they grew up with. Those born in the 1950s are looking for cars from the 1960s. But as these people slowly disappear, the prices of Jaguar E-Types and Maserati Ghiblis are dropping. It’s good news for those passionate about these cars, as they will soon be able to fulfill their dreams! On the other hand, people born in the 1980s now have strong buying power and are driving up the prices of Ferrari 355s, Porsche 964s, and Lamborghini Diablos. That’s why we’ve created a Youngtimer section and acquired AC Exclusive, a Ferrari specialist, allowing us to sell F40s, F50s, Enzos, and La Ferraris.

Is this also why you’re now selling modern GTs?

We made this shift in July 2023. It’s a completely different clientele, one that moves fast. We had to buy a stock of cars worth over seven million euros. They’re displayed in the showrooms of De Willermin, an automobile distributor.

Performance is secondary for me in a car.

What’s the latest news from CarJager?

We’re launching a fundraising round in which our loyal customers can participate with part of the funding.

What are you most proud of at CarJager?

A 6C Zagato that belonged to Nick Mason. As a Pink Floyd and Alfa Romeo fan, I was thrilled.

What’s your car of choice?