Rebrand, Momentum, and a Smarter Way to Market Assets
2025 was a foundational year for our auction division, with Equipment Dealer Direct officially rebranding to Worthy Auctions and aligning more closely under the broader Worthy Group banner.
This change marked a clear step forward, positioning Worthy Auctions as a key part of the Group’s wider asset sales and marketing model, and giving vendors access to a structured, market-driven pathway to achieve results.
Auctions Under the Worthy Banner
Following the rebrand, Worthy Auctions ran several auctions in the back half of 2025 under the new branding, delivering encouraging results across a range of asset classes. Performance was particularly strong in:
– Light vehicles
– Smaller construction and ancillary equipment
These auctions demonstrated the value of active buyer engagement, professional presentation, and targeted marketing, reinforcing auctions as an effective tool for converting assets efficiently when aligned correctly to market demand.
A Smarter, Market Focused Sales Approach
Rather than relying on a single sales method, Worthy Auctions operates as part of the Worthy Group end-to-end sales process. Assets are assessed early, marketed through the most appropriate channel, and actively worked through the market to generate genuine buyer interest.
This approach allows us to:
– Test market appetite in real time
– Maintain momentum behind a sale
– Adapt strategy when conditions or buyer behaviour change
Auctions play an important role in this process by providing transparent price discovery and fast conversion, particularly for assets where urgency, volume, or buyer competition drives the best outcome.
Building Momentum Into 2026
Early signs indicate that 2026 is shaping up to be a strong start for Worthy Auctions, with quality consignments already coming through. In particular, demand in the Toyota Hilux and light commercial vehicle space remains solid, and we expect this category to continue performing well.
This momentum reflects growing awareness of the Worthy Auctions brand and confidence in the Group’s broader sales model.
The Team Behind Worthy Auctions
Worthy Auctions continues to be supported by a hands-on, service-driven team:
– Zane Arthur has played a key role in building the Worthy Auctions brand through strong backend systems, vendor support, and auction execution.
– Cale Delbridge is now working across both the Greater Perth area and the Goldfields region, engaging directly with vendors and securing new consignments.
This combination of operational support and on-the-ground presence is critical to maintaining strong relationships and delivering consistent outcomes.
Looking Ahead
As we move into 2026, Worthy Auctions will continue to focus on:
– Strengthening its role within the Worthy Group sales pathway
– Matching assets to the right market and sales method
– Driving buyer engagement through professional presentation and marketing
– Delivering efficient, transparent outcomes for vendors
We thank our vendors, buyers, and supporters who backed Worthy Auctions throughout 2025 and look forward to building further momentum in the year ahead.
