Hagerty Expands RADwood with Free Evening Event, Y2K Car Class
Event summary
- Hagerty's RADwood NorCal event returns October 24, 2026, as a free evening showcase in Alameda, CA.
- New 'Millenia' class expands focus to include 2000–2010 era vehicles alongside 80s/90s models.
- Wheels in Motion driving exhibition debuts with full-throttle demonstrations of iconic cars.
- Hagerty Drivers Club members receive early entry at 3:00 p.m., one hour before general admission.
The big picture
Hagerty's free RADwood event represents a strategic shift toward community-driven engagement, aligning with broader trends in experiential marketing for automotive enthusiasts. The addition of Y2K vehicles and high-energy demonstrations positions the event as a potential growth driver for Hagerty's ecosystem, including its insurance and membership products. With 3 million vehicles under protection, the company's ability to monetize this passion-driven audience will be key.
What we're watching
- Event Scaling
- Whether Hagerty can sustain attendance growth with free admission model.
- Market Expansion
- How the Y2K vehicle inclusion will affect participation and brand relevance.
- Partnership Leverage
- The extent to which Goodyear and Pioneer collaborations enhance event value.
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