(Grosse Pointe, Michigan) January 24, 2023 — Broad Arrow Group, a Hagerty (NYSE: HGTY) company, today announced the addition of Ray Shaffer to its veteran team. Shaffer will join as Car Specialist and Ambassador for Broad Arrow and Hagerty Marketplace.
Based in Atlanta, Georgia, Ray is no stranger to the collector car world, with 32 years of experience in the automobile business and motorsport, as well as a frequent panelist, podcast guest, and speaker on Porsche and auto racing. Ray comes to Broad Arrow Group following seven years at Porsche Cars North America, Inc. (which has its headquarters at the Porsche Experience Center Atlanta), where he served as manager for Porsche Classic Market Development as well as Heritage Gallery Curator. Ray brings a deep knowledge of Porsche classic cars to the Broad Arrow Group specialist team, along with significant relationships with collectors and industry luminaries. As Ambassador for Hagerty Marketplace, Ray will become a key face of the brand within the collector car market.
Kenneth Ahn, President, Hagerty Marketplace comments, “We’re thrilled to welcome Ray to the Hagerty Marketplace team as a passionate, highly respected, and exceptionally knowledgeable expert in the Porsche and collector car community. Ray has been pioneering industry-leading ideas throughout his career, whether launching an early YouTube channel at Brumos Porsche or developing the Porsche Classic business model at PCNA, where he again created unique experiences to drive sales. On behalf of the Broad Arrow and Hagerty teams, we welcome Ray and look forward to working alongside him to grow our brand and enhance the Marketplace experience.”
Ray was drawn to cars from a young age and began working in the detailing department at a local Pittsburgh dealership in high school. He quickly worked his way up through the sales team while simultaneously attending Northwood University’s automotive marketing and business management external plan of study. Ray was eventually introduced to Bob Snodgrass via his longtime mentor, Bob Akin, and in 1999 began a 17-year career at the legendary Brumos Porsche dealership in Jacksonville, Florida, culminating with the role of General Manager.
Ray made the move to PCNA in 2015 as they were preparing to launch the first-of-its-kind Porsche Experience Center in Atlanta. Ray’s 28 years in retail sales made him the prime candidate to activate the ultimate showroom, delivery, and service experience. He activated the Porsche Classic Workshop, which earned the title of Porsche Classic Factory Restoration (the only one outside of Stuttgart) as well as created and launched the New Vehicle Delivery Experience. Ray took over the role of Porsche Classic Market Development Manager in 2018, in which he was responsible for the marketing and business development of Porsche Classic, and coordinating heritage vehicle exhibits for the PEC’s thousands of visitors.
Beyond his career, Ray truly lives the hobby. After Sprint Kart racing as a teen and early success in the Motorola and Grand-Am Cup in the 2000s, Ray picked up where he left off in 2022, purchasing a RAD-era, factory-built Porsche 944 Turbo Cup. He has since piloted the car at Road Atlanta, the Classic 24 Hours at Daytona, and the Classic 12 Hour at Sebring.
“I’ve been lucky enough to work with special cars and special people throughout my career, and I look forward to continuing this perfect match with the Hagerty Marketplace and Broad Arrow team,” adds Ray Shaffer. “The Porsche and Hagerty ethos both seek to enhance the enthusiast’s experience with their cars. With the addition of Broad Arrow to the Hagerty ecosystem, this feels like a natural next step and one that combines my two loves and builds on my work to date. I look forward to returning to The Amelia in this new role with a fantastic team of experts.”
Attendees of The Amelia will have the opportunity to meet Ray at Broad Arrow’s inaugural auction and preview, and as host of the Annual Porsche Winemaker’s Dinner to kick off the concours weekend. Prospective clients may contact Ray via broadarrowauctions.com.