Dana White's $1.5 Million Rams Led Barrett-Jackson Las Vegas. Customs Owned the Rest of the Top Ten

The most expensive lot at Barrett-Jackson's Las Vegas auction was not a car. It was a pair of Ram pickups, a brand-new 2027 Ram 1500 Rumble Bee SRT and a custom 2005 Dodge Ram SRT-10, and UFC president Dana White paid $1.5 million for them on September 11, with every dollar going to charity. Then the rest of the sale got interesting, because the cars that followed it up the price list were mostly not stock either.

Barrett-Jackson's three-day sale ran September 10 to 12 in the West Hall of the Las Vegas Convention Center and brought in close to $36 million, according to the auction company's results release. Its 593 collectible vehicles accounted for close to $35 million, and 250 pieces of automobilia, all sold with no reserve, added $1,150,699. Barrett-Jackson called it the second most successful Las Vegas auction in company history.

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We just wrote another amazing chapter in Barrett-Jackson and Las Vegas history.

The week opened with an invitation-only cocktail reception on September 9 at LIV nightclub inside the Fontainebleau Las Vegas, and the cars crossed the block over the next three days. The Ram pair sold on Friday; the Ford GT went on Super Saturday. Jackson, in the release, called White "one of the most patriotic individuals in our country."

Two Rams, one bid, and 9/11

The trucks, Lots 3000 and 3001, sold as one lot. Lot 3000 is the first retail production 2027 Ram 1500 Rumble Bee SRT; Lot 3001 is a custom 2005 Dodge Ram 1500 SRT-10. Barrett-Jackson describes them as one-of-one, championship-style trucks built in a collaboration between Ram, UFC and RealTruck. The sale came on the 25th anniversary of the September 11 attacks, and the auction had opened that Friday with a moment of silence and the national anthem.

Barrett-Jackson waived all fees and commissions, so the full hammer price is split evenly between the Folds of Honor Foundation, which funds scholarships for families of fallen and disabled service members and first responders, and the UFC Foundation, whose share will support Hispanic charities. The sale pushed Barrett-Jackson's charity total since 1971 past $173 million.

"Watching Dana White battle other bidders for the pair of custom charity Ram trucks was incredibly special," Craig Jackson said in the release.

The top ten reads like a builder's portfolio

The top conventional sale was a 2019 Ford GT Lightweight Carbon Series, Lot 742, at $968,000 on Super Saturday. After that, duPont Registry's top-ten breakdown shows how much of the money went to built cars rather than factory originals.

Count them up. Four of the top ten are vintage customs: the 1962 and 1967 Corvette convertibles, the 1963 split-window coupe and the 1965 Lincoln Continental convertible. Add the Eleanor widebody Mustang and you have five restomod-style builds in the top ten, plus a widebody GT500KR and a modified GT3 RS. Only the Ford GT, the Boss 429 and the 'Cuda made the list in something close to factory form.

That is the story of the collector market in 2026 told in one sale sheet. Big-money buyers at Barrett-Jackson are paying for classic shapes built to custom spec, and a well-built custom Corvette now trades in the same price band as a real Boss 429. The 1962 Corvette custom outsold the Boss by $27,500.

For builders, the takeaway is concrete. A licensed Eleanor widebody with carbon details brought $440,000, more than the Boss 429. A widebody GT500KR, a modern car built up rather than restored, brought $423,500. The market is paying for the build, the name on it and the quality of the work, and the Las Vegas results put numbers on that.

A royal Cadillac and Edie Brickell's Jimmy

Below the top ten, a few lots stood out for their stories. A 1951 Cadillac Series 62 convertible, built by GM for Princess Elizabeth before she became Queen Elizabeth II and used on the 1951 Canadian Royal Tour, sold for $220,000 (Lot 721). A 1971 GMC Jimmy consigned by singer and songwriter Edie Brickell brought $88,000 (Lot 687). The top automobilia lot, according to The Shop, was a 1958 Seeburg Model 201 jukebox at $57,500.

Two cars on display in Vegas were not for sale this time. The very last GR Supra MkV Final Edition, donated by Toyota with its entire sale price going to Paul Walker's disaster relief charity Reach Out WorldWide, was shown ahead of its sale in Scottsdale. So was a 2006 Maybach 57 once owned by Elizabeth Taylor and willed to stylist José Eber, with about 7,200 actual miles.

Next up

Barrett-Jackson's inaugural Digital Select online auction runs November 5 to 12 on its website, and the 2027 Scottsdale auction is set for January 23 to 31 at WestWorld of Scottsdale. If Las Vegas is any guide, the restomod builders should be bringing their best work.