The Audrain Concours d’Elegance 2026: From the Show Field to the Boardroom
“How much does it cost to get into the Audrain?” The question is often whispered among automotive enthusiasts as they gaze up at the rolling hills of Newport, Rhode Island. Unlike the behemoth that is Pebble Beach, the Audrain Concours d’Elegance has positioned itself as a more exclusive, intimate, and frankly, a cooler alternative. I sat down with some of the key organizers, including the inimitable Donald Osborne, to dissect why this event has become a must-attend for the global elite, and how their strategy is reshaping the future of automotive spectacles.
Osborne, ever the raconteur, recalled their humble beginnings a decade ago. “We started the Audrain Motor Week to prove there was a place for us,” he reminisced. “After Hagerty acquired Amelia Island, they essentially absorbed the best talent, leaving a void in the market. We filled that void by creating something more refined, more authentic. And by providing a home for Jay Leno and the world’s best concours judges, we solidified our position.”
The ‘Big Five’ of Automobilia
Jay Leno, who hosted the prestigious ‘The Gathering’ on Doris Duke’s Rough Point estate (the Audrain’s answer to The Quail), confirmed that the Audrain Motor Week is the new benchmark for vintage car gatherings. “If you love cars, this is where you need to be,” he declared. “The Audrain has a raw energy that reminds me of the Pebble Beach of 15 years ago.”
Leno, who owns what he jokingly calls a “ridiculous house” in Newport, has been a crucial part of the Audrain since its inception. His influence has been profound, with the city of Newport officially recognizing October 2, 2025, as “Jay Leno Day” in his honor. This partnership speaks volumes about the Audrain’s strategy: marry authenticity with prestige to create an event that resonates with the world’s most discerning collectors.
The Strategic Evolution of the Audrain
In 2019, when the Audrain Motor Week was founded, the automotive world was in a state of flux. The traditional concours scene was dominated by behemoths like Pebble Beach and Amelia Island, both of which had been acquired by Hagerty. The Audrain saw this as an opportunity to disrupt the market by offering a more curated and experiential approach.
“We had to think differently,” explained Osborne. “We couldn’t outspend Hagerty, so we focused on partnerships and exclusivity. We partnered with the best automotive museums, established relationships with auction houses, and cultivated a reputation for being a platform for new talent.”
The ‘Pebble Beach Alternative’
Pebble Beach, the granddaddy of automotive spectacles, has long been the gold standard for vintage car events. However, over the past decade, the Audrain has emerged as a formidable competitor. Many collectors argue that the Audrain is now superior to Pebble Beach, offering a more intimate and authentic experience.
“Pebble Beach has become too commercialized,” lamented a collector who attended both events in 2026. “The Audrain still feels like a gathering of true enthusiasts. The judges are more engaged, and the atmosphere is more relaxed.”
The ‘Moda’ Strategy
The Audrain has also strategically positioned itself against RM Sotheby’s MODA event, which was founded two years ago after a significant portion of RM’s employees left Hagerty. Osborne explained that MODA was essentially a spiteful response to Amelia Island, and that the Audrain views it as a competitor in the same space.
“We weren’t trying to be a competitor,” Osborne quipped. “We were just trying to be better. And by partnering with the best auction houses and museums, we’ve created a platform that resonates with the world’s most discerning collectors.”
The ‘Newport Effect’
Newport, Rhode Island, is a city steeped in history and wealth. Its stunning architecture, winding roads, and picturesque coastline have long been a playground for the rich and famous. The Audrain has capitalized on this by creating an event that celebrates the best of Newport’s heritage and culture.
“The Audrain is more than just a car show,” Osborne said. “It’s a lifestyle. We’ve created an experience that combines luxury, history, and community. And by partnering with the city, we’ve ensured that the Audrain remains a fixture in Newport for years to come.”
The Role of Judges
One of the key differentiators of the Audrain is its judging process. While Pebble Beach often relies on committees of wealthy collectors, the Audrain has established itself as a platform for world-class judges and automotive journalists.
“We look for judges who have a real passion for cars,” explained Osborne. “They don’t have to be wealthy collectors. They just have to have a deep understanding of automotive history and a keen eye for detail.”
This approach has been a game-changer for the Audrain. By attracting top talent, the Audrain has been able to establish itself as a credible and prestigious event. And by offering a more curated and authentic experience, the Audrain has been able to capture the hearts and minds of collectors around the world.
The Future of the Audrain
The Audrain has positioned itself for continued growth and success. By leveraging its partnerships, cultivating its brand, and focusing on quality over quantity, the Audrain has become a major player in the automotive world.
“We’re not trying to be a competitor to Hagerty,” Osborne said with a wry smile. “We’re just trying to be better. And by offering a more curated and authentic experience, we’ve created a platform that resonates with the world’s most discerning collectors.”
As the Audrain Motor Week continues to grow, it remains to be seen how it will evolve. However, one thing is certain: the Audrain has carved out a unique and valuable niche in the automotive world. And by leveraging its partnerships, cultivating its brand, and focusing on quality over quantity, the Audrain is poised for continued success for years to come.
