The Smoking Tire Podcast: "How Rob Dietz sold $25M of Cars on BaT"

Date: November 4, 2025
Host: Matt Farah
Guest: Rob Dietz (“WOB”), top seller on Bring a Trailer (BaT)

Episode Overview

Matt Farah welcomes renowned car dealer and top Bring a Trailer (BaT) seller Rob Dietz (“WOB”) to discuss the modern world of auctioning cars online, selling strategies, stories from the trenches, and the evolving enthusiast market. Farah and Dietz dig into how car listings have turned into content, what’s changed in online selling, how to maximize value as a seller, and how to navigate online audiences—including trolls. The conversation is frank, irreverent, and loaded with actionable advice for both buyers and sellers.

Key Discussion Points & Insights

Rob Dietz’s Auction Dominance

• Dietz is among BaT’s top three highest-volume sellers, with nearly 2,000 listings and $165–$170 million in sales ([03:28]).
  • “We’re definitely the highest of anyone on BaT... It's so many cars. The worst part is I remember—I could probably refer to 95% of them.” – Rob ([03:42])
• Dietz’s commitment: every comment on his listings is written personally by him.
  • “Every one of those comments is really me.” – Rob ([04:09])
  • Matt points out how this fosters trust and continuity, acting as a public audition for every future listing.

The New Reality: Cars as Interactive Content

• Car listings have shifted from static ads to “content”—subject to the same algorithms and social engagement as any online medium ([05:10]).
  • “The listing isn’t a traditional listing. It’s now a piece of content subject to the same sort of algorithmic trends...” – Matt ([05:18])
• Importance of seller engagement:
  • “It’s important, it’s the most important thing.” – Rob ([05:10])
  • Adding new comments, records, and photos in the comments keeps the listing visible and creates “frenzy” near auction close ([09:10]).
  • “Why give away what you can sell?” – key tip to drip out service records and updates via comments ([08:52], [09:10]).

Strategies for Maximizing Returns in Online Auctions

• Stagger information. Post updates and records during the auction to keep watchers notified and engaged ([09:10]).
• “The intent is to manage the flow of energy over the week so that people are constantly reminded that this thing is... ending on this day and time.” – Matt ([10:17])
• For private sellers: start with a holistic, honest listing; for professionals, metering out content and tone is vital ([11:04]).

Pre-Purchase Inspections (PPIs) and Transparency

• Dietz uses a 172-point checklist resembling a franchise dealer PPI, but always recommends independent PPIs for buyers ([12:39]).
• Sellers often face scrutiny if a PPI reveals something, despite high transparency ([18:30]).

The "Cosmetic Obsession" in Collecting

• Buyers obsess over original paint and minor flaws, sometimes irrationally ([19:11]).
  • “Cosmetic is unbelievably subjective.” – Rob ([19:31])
  • Practical advice: don’t fear a well-done repaint (especially PPF removal on 2000s cars), and understand the overemphasis on 'damage reports' on Carfax ([20:27]-[21:58]).

The Ferrari Market & Future-Proofing Collectibility

• New Ferrari hybrids and digitization: high volume, waning collector interest—buyers now crave analog controls and experiences ([22:31]-[34:14]).
• Porsche stands in contrast, incrementally improving existing models instead of radical changes ([34:24]).

Rob’s Personal Journey & Business Model

• From investment banker to managing collections and dealership (no brick-and-mortar showroom, everything handled through online platforms and a private warehouse) ([36:08]-[41:43]).
• Growth paralleled BaT’s shift from a listing blog to an auction juggernaut.

Nitty-Gritty Dealer Tips & Consumer Guidance

• Repair vs. disclose? “Spend 5,000 to make 10,000, otherwise disclose.” – Rob ([45:23])
• Road-trip after sale? Rarely worth encouraging—ship the car and let the buyer familiarize themselves at home ([46:47]-[47:09]).
• Mods: Factory spec typically sells best for collectibles, but name-brand performance packages can add value ([47:30]-[50:18]).

Notable Quotes & Memorable Moments

• On the social hierarchy of BaT:
  “Every listing is an audition for your next listing. It’s this votable, socially immobile sort of system.” – Matt ([06:04])
• On managing auction energy:
  “You want it to sort of be like a reality show competition... builds tension to that final 10 minutes of bidding.” – Matt ([08:35])
• On paint and cosmetic obsession:
  “Oh, there’s stone chips. Oh, this is the end of the world... That’s the biggest reason, in my opinion, for PPIs—not even the mechanical end.” – Rob ([19:31])
• On the evolving Ferrari lineup:
  “They’re answering to the shareholder and the powers that be. They have to create volume now at this point. And they’re not Porsche.” – Rob ([32:45])
• On the shift in selling strategies:
  “I just knew it was going to be in the car world because it’s what I grew up doing... I was flipping cars in the driveway.” – Rob ([36:24])
• On private seller advice:
  “If I were a private individual, I’d be metering out my story and my experiences with it... create the story that the next guy gets to regurgitate at cars and coffee.” – Rob ([51:48])
• On difficult car audiences:
  “560 SL. I’d rather pull out my own fingernail... and C2 Corvettes, oh, that Phillips screw was March of ‘63...” – Rob ([62:01])
• On auction timing:
  “Personally, 90-plus percent of our cars, I want ending Tuesday, Wednesday, Thursday.” – Rob ([59:32])

Q&A Highlights and Practical Tips

Photo Count, Listings, and Content ([57:10]–[59:16])

• High photo count is good, but don't post redundant angles—focus on quality, variety, and lighting.
• Use paint meter photos thoughtfully.

When to Sell for Best Results? ([59:16])

• Avoid major holidays, aim for midweek endings.
• Don’t overthink seasonality—the known market is better than waiting for a possibly better future ([61:47]).

Reserve vs. No Reserve ([70:38])

• No reserve often builds emotion and higher final bidding—requires confidence in the car and market visibility.
  • “No reserve sets the emotion much different... People know it’s selling, it tends to keep bidding lower for longer, which is good.” – Rob ([70:55])
• Reserve is safer for new/small sellers; experienced sellers often go no-reserve.

Pain Points After the Sale: No-Shows & Post-Auction Issues ([74:17]–[80:24])

• It happens: sometimes winning bidders don’t pay; next bidder often takes the car, and rare relistings can sometimes do as well or better.
• Vehicles can fail unexpectedly during shipping—document, be honest, help where reasonable, but mechanical issues post-sale are often just bad luck.

Choosing the Right Auction Site ([76:38])

• BaT for true collector, “as-issued” examples and high visibility.
• Cars & Bids (Doug DeMuro) for modified, enthusiast, or quirky vehicles; easier software and younger audience.

Managing Trolls and the “Peanut Gallery” ([62:58])

• Stay diplomatic; ignore trolls and only respond to helpful or legitimate queries.
• “Getting into an argument is going to kill the auction, kill the value, kill everything. So be diplomatic, be patient...” – Rob ([63:15])

Fun Behind-the-Scenes & Personal Stories

• Rob’s username “WOB” started as a forum handle—now a business.
• Matt rails about BaT’s social hierarchy and online auction drama.
• Press watches, dealer “whisper networks,” and the weirdest auction stories—including a buyer who canceled because a facility didn’t show up on Google Earth ([75:51]).
• Their shared loathing for dealing with certain “painful” car communities ([62:01]).

Key Time Stamps

• 03:28 — Rob’s sales stats and auction dominance
• 05:10–09:10 — Why continuous engagement/commenting matters
• 10:17 — Managing auction momentum & energy weekly
• 12:39–19:31 — Pre-purchase inspections, transparency, and cosmetic obsession
• 22:31–34:14 — What’s gone wrong (and right) with Ferrari, Porsche, and analog/digital collector cycles
• 36:08–41:43 — Rob’s entry into car selling/business evolution
• 45:23 — Repairing vs. disclosing issues before selling
• 47:30–50:18 — Modifications: when to return to stock or leave them on
• 57:10 — How many photos is too many? Best practices
• 59:32 — Auction timing and seasonality advice
• 62:01 — “Most annoying bidders/commenters”
• 70:55 — Reserve vs. no reserve: setting expectations
• 74:17–75:51 — Worst buyer stories and no-shows
• 76:38 — When to use Cars & Bids vs. Bring a Trailer

Final Takeaways

• Online auctions have democratized and transformed enthusiast car sales—they require transparency, active engagement, and strategy.
• Sellers need to manage the “content” of their listings as actively as influencers manage their audience.
• Know your car, know your story, stay calm with trolls, and don't try to hide anything—today’s auction world is too transparent to get away with anything less.
• For sellers and buyers: do your homework, get PPIs, and embrace that some drama and randomness are now part of the game.

Find Rob’s current listings at wobcars.com
Find the hosts at @thesmokingtire on social media

“All press is good press in large part. Unless you have people nefariously trying to grenade an auction... Embracing it is, I think, part of it.” — Rob Dietz ([81:47])