If you’ve ever found yourself glued to a TV screen at 2:00 AM watching a shiny 1969 Camaro cross a stage while a guy in a suit screams numbers like a caffeinated auctioneer, you’ve seen Craig Jackson’s world. He's the Chairman and CEO of Barrett-Jackson, but honestly, calling him a "CEO" feels a bit like calling a Ferrari just "a car."
Most people see the lights, the celebrities, and the record-breaking sales. They think it's just a playground for the ultra-wealthy. But there is a lot more under the hood of Craig Jackson Barrett-Jackson than just big checks and shiny paint.
The Scion Who Refused to Idle
Craig didn't just walk into a corner office. Not even close. He literally grew up emptying trash cans at his father’s auctions. Back then, Barrett-Jackson wasn't the "World's Greatest Collector Car Auctions"—it was a family business started by Russ Jackson and Tom Barrett in 1971.
When his father Russ passed in 1993, and his brother Brian followed just two years later in 1995, Craig was thrust into the driver's seat of a company that was, frankly, at a crossroads. He was only 35. Skeptics were everywhere. People wondered if the kid could actually handle the pressure of an industry that was still very much an "old boys' club."
He didn't just handle it. He re-engineered it.
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The first thing he did? He put the auction on live television in 1996. It sounds like a no-brainer now, but back then, people thought he was nuts. Who would want to watch people bid on cars for hours? Turns out, millions of people. By bringing the Speedvision (later SPEED Channel) cameras in, he turned a niche hobby into a global lifestyle brand.
How Craig Jackson Barrett-Jackson Redefined "The Hobby"
One of the biggest shifts Craig championed was the "No Reserve" format. It's high-stakes poker for car guys. Every car sells to the highest bidder, period. No safety net. This created a level of drama that hadn't existed before. It made every bid feel vital.
He also broadened what we consider a "collector car." Before Craig, the market was obsessed with pre-war European classics and duster-wearing "proper" antiques. Craig saw the coming wave of muscle cars, Resto-Mods, and supercars. He understood that the guys who grew up in the 60s and 70s wanted the cars they had posters of on their bedroom walls, not the cars their grandfathers drove.
The 2026 Landscape
Fast forward to today, January 2026, and the Scottsdale auction remains the "Super Bowl" of the car world. We're talking over 1,800 vehicles crossing the block. The 2026 season kicked off with the "Rock the Block" concert and a vibe that feels more like a Coachella for gearheads than a stale business meeting.
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Craig is still very much the hands-on architect. He's recently been pushing the Barrett-Jackson Cup, where the best custom builders in the world compete for a massive cash purse and, more importantly, the "Ultimate Best in Show" title. It’s about honoring the craftsmanship, not just the transaction.
More Than Just Business: The Philanthropy Angle
You can't talk about Craig Jackson without mentioning the charity auctions. It’s sort of his secret sauce for making the brand feel human. To date, Barrett-Jackson has raised over $164 million for various causes.
They do this thing where they auction off "VIN 001" cars—the very first production model of a new Bronco or Corvette. The manufacturers donate the car, Barrett-Jackson waives all the fees, and 100% of the hammer price goes to charity. In an industry often criticized for excess, this is a pretty powerful counter-narrative.
What Most People Get Wrong About Him
There’s a misconception that Craig is just a businessman who happens to like cars. Talk to him for five minutes about his 1966 Pontiac LeMans—the first car he ever restored—and you'll realize he's a technical geek at heart. He still owns that car, by the way.
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He’s also an avid collector of modern performance. His personal garage isn't just a museum; it's a working shop. He’s got everything from a 2017 Ford GT to custom-built Resto-Mods that he actually drives. He isn't just selling the lifestyle; he's living it, which is why the community trusts him.
Navigating the Future of Car Collecting
The market is changing. We’re seeing a massive influx of "New School" collectors. These are folks who aren't looking for original numbers-matching engines; they want a vintage body with a modern 1,000-horsepower Hellcat engine and air conditioning.
Craig saw this "Resto-Mod" trend coming a decade before anyone else. He also navigated the company through a massive shift in 2022 when Endeavor (the same folks who own UFC and WWE) bought a majority stake in the company. Many feared Barrett-Jackson would lose its soul, but Craig stayed on as Chairman and CEO, ensuring the family legacy remained the core of the brand.
Actionable Insights for Aspiring Collectors:
If you're looking to get into the world that Craig Jackson Barrett-Jackson built, here is how you should play it:
- Watch the "Select Preview": Before the big Scottsdale auctions, study the preview lists. Look at what the experts are highlighting. In 2026, keep an eye on rare supercars like the Brabus 900 Rocket R—limited production is the name of the game.
- Understand the "No Reserve" Risk: If you’re selling, No Reserve can be terrifying but often results in the highest price because it draws in more bidders. If you’re buying, it means you can occasionally snag a deal if the crowd is distracted.
- Don't Ignore the Automobilia: Craig has turned vintage neon signs and gas pumps into a serious market. Sometimes the "stuff" around the cars appreciates faster than the cars themselves.
- Follow the "Resto-Mod" Trend: Originality is great for museums, but usability is what drives the market now. Look for builds by names like Jeff Hayes; they are the gold standard in 2026.
Craig Jackson didn't just inherit an auction house; he built an ecosystem. Whether you’re a billionaire bidding on a one-of-one prototype or just a fan watching from your couch, his influence on how we value, buy, and celebrate cars is undeniable. He took the "boys' club" and turned it into a global stage, and by the looks of the 2026 Scottsdale lineup, he isn't slowing down anytime soon.