Complex Multiphase Auction Achieves Global Buyer Engagement and Strong Asset Recovery

In late 2022, Rolls-Royce selected Apex Auctions to manage the complete closure of its Crosspointe facility in Virginia, USA — a large-scale, high-tech manufacturing site. With over 9,000 assets to dispose of, including premium 5-axis machining centres, metrology equipment, and high-precision manufacturing tools, the project required a structured, phased approach.

Delivered in five carefully planned auction stages over seven months, the sale achieved 100% sell-through above reserve prices, drawing nearly 12,000 visits and over 11,000 bids from a global pool of buyers.

Phased Execution for a High-Precision Facility

To meet the scale and complexity of the Crosspointe closure, Apex developed a strategy that balanced speed, accuracy, and market reach:

• Five timed online auctions, each focused on logical equipment groupings to streamline buyer interest
• Targeted marketing campaigns in aerospace, precision engineering, and advanced manufacturing sectors
• Asset-specific promotion for high-value machinery such as DMG Mori and Hermle 5-axis machining centres
• Global outreach through Apex’s platform, international partners, and a curated buyer database

This strategic approach ensured high visibility for each phase, maintained buyer momentum, and delivered strong competition for top-tier equipment.

Key Takeaways

• Apex’s phased auction strategy is ideal for high-volume, high-tech closures
• Global marketing and asset-focused promotion ensure maximum buyer engagement
• Structured execution allowed Rolls-Royce to achieve strong returns and a clean exit

Planning a multi-phase site closure or managing complex surplus inventory?
Apex Auctions delivers precision, performance, and peace of mind.

If you’d like a valuation, our team is ready to assist with tailored advice.