The market value of the Hudson Italia is increasing as evidenced by a "no reserve" sale of car number 21 for $396,000 at the 2013 Barrett-Jackson auction in Scottsdale. This car was of such quality that "Sports Car Market" magazine's analysis was that "the buyer went home with a screaming deal." Other cars on the market in 2009 and 2012 have also resulted in sales above $250,000. A Hudson Italia with serial number 003 that underwent a ground-up concours level restoration that took from September 2009 to December 2010, was a class award winner at Pebble Beach in 2011, was priced at $500,000 in 2013.