Ford's CEO loses out in auction for 1972 Honda CB750 despite bidding three times
Published on Aug 11, 2025 at 9:12 AM (UTC+4)
by Claire Reid
Last updated on Aug 11, 2025 at 5:38 PM (UTC+4)
Edited by
Kate Bain
Ford CEO Jim Farley missed out on a 1972 Honda CB750 despite putting in three bids on the bike during an online auction.
Farley is a bit of a regular when it comes to online car and bike auctions.
But his recent attempts to snag a 1972 Honda CB750 ended in disappointment.
Despite submitting three bids for the motorcycle, he lost out when the auction drew to a close.
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Ford CEO Jim Farley failed to win the auction for the 1972 Honda CB750
Online auction sites can be a great place to pick up a vintage vehicle, like this man from New York who got a 1958 Chevy Impala convertible off eBay, or this stunning 1991 Ferrari Testarossa that sold on SBX Cars for $148,000.
And it seems Ford CEO Jim Farley is more than happy to get himself caught up in a bidding war in order to get his hands on a car or bike he’s keen to add to his collection.
According to Ford Authority, Farley has bid on more than 30 different vehicles on one online auction site alone.
Many of the cars he’d bid on have been Fords, including a 1991 Ford Mustang LX 5.0 and a 1987 Ford Mustang GT.
However, it seems as though he’s only successfully won once: when he got a 1972 DeTomaso Pantera thanks to a top bid of $121,000.
More recently, he wasn’t so lucky when it came to trying to buy a 1972 Honda CB750.
An account belonging to Farley put bids in of $7,200, $7,500, and $7,800, before seemingly giving up on the auction.
The bike eventually sold for $8,500 following a flurry of last-minute bids.
The CEO says he’s not the best negotiator when it comes to sales
Ford CEO Jim Farley has previously revealed the name he uses on the Bring a Trailer site: FordMan21.
Speaking on the auction site’s podcast, he admitted that he was ‘not a good negotiator’ when it came to sales.
“I would say I kind of like show my hand a little too early, and then I wait until the very end and then I – give myself like a number and I can’t go by the number and I think that’s a good policy,” he said.
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Claire Reid is a journalist who hails from the UK but is now living in New Zealand. She began her career after graduating with a degree in Journalism from Liverpool John Moore’s University and has more than a decade of experience, writing for both local newspapers and national news sites. Claire covers a wide variety of topics, with a special focus on cars, technology, planes, cryptocurrency, and luxury.
