DVLA Personalised Registrations marks 20th anniversary
DVLA Personalised Registrations will mark its 20th anniversary at its autumn auction being staged at Dormy House Hotel in record-breaking mood - after witnessing an amazing seven new registrations enter its all time top 10 sales chart since September 2008, including the number one entry which now stands at a staggering £352,411.
This unparalleled success – encompassing sales of more than 3 million personalised registrations - is particularly remarkable considering critics believed the scheme would be limited when first launched in 1989. Indeed, such was the scepticism at the time, it even featured in spectacular fashion on the satirical TV show Spitting Image.
While high-value sums achieved for the relatively small volume of registrations sold at DVLA’s auctions regularly write headlines, its success is heralded to being able to provide ownership to everyday motorists - made possible by the agency’s decision to offer its vast range of prefix and current style registrations from just £245.
The popularity of personalised registrations has continued to grow. In its last financial year DVLA Personalised Registrations generated £80.7 million revenue with sales forecast to return a similar sum this year.
Even more remarkably, DVLA has witnessed record bidding at its auctions since the economic downturn took hold. In March, 1 D smashed the agency’s sales record for a single plate when a London-based businessman paid £352,411, while a further six registrations sold since September 2008 are all listed in its all-time top ten sellers list (see attached).
Technology has also played its part in the scheme’s success with the agency’s interactive website – dvlaregistrations.direct.gov.uk – now regarded as one of the leading automotive websites in the UK, attracting more than 800,000 visitors a month and offering them access to over 31 million potential registrations.
Damian Lawson, DVLA Personalised Registrations’ Marketing Manager, said: “It has been 20 phenomenal years for the Agency and long may it continue.
“It’s remarkable how Britain’s motorists have taken to personalised numbers. Whole families buy them, not just for the adults, but for their children as well, businesses of all types and sizes use them to promote their brands and products and a growing number of our customers seem to be buying them for their investment value.”
DVLA Personalised Registrations will celebrate their 20th anniversary at its next three-day auction being held at the luxury Dormy House Hotel in the Cotswolds from 7th October.
Considerable interest is already being shown in two of the “star” plates, 5 O and 2 X, which are both due to go under the hammer on Friday, October 9. 5 O is the latest of the agency’s O-series released to mark its anniversary year - 1 O, 2 O, 3 O and 4 O have already been sold for a collective £478,747. Revenue raised by the DVLA Personalised Registrations scheme goes to HM Treasury.
In total, the DVLA’s Autumn Auction will comprise 1600 registrations chosen to offer an eclectic mix to suit all tastes, styles and pockets, including, BOR 44T (reserve - £500), 10 BUG (£1,900), CHU 881E (£400), 12 DBS (£1,900), DEN 111M (£400), F1 END (£900), F4 GOT (£900), F11 NAL (£900), GET 77Y (£900), JE55 UPS (£900), 8O1 LER (£1,500), L1 STS (£500), MAG 90T (£350), M4 KER (£900) MYL 70N (£400), NUD 9E (£400), N4 KED (£900), N4 NNY (£900), N188 LES (£350), 5 O (£8,000), P1 STE (£1,000), 2 X (£10,000).
