DVLA’S overwhelming 10 first day sale

DVLA Personalised Registrations’ banked a phenomenal £2 million from its first day sale of its 10-series registrations.

Senior staff at the Agency were stunned by the immediate response on December 1. Incredibly, 2,329 registrations totalling £1.2 million were sold within the first hour of the sale going live at 8.30am.

The “stampede” occurred as private registration fans clambered to buy the new series which can only adorn vehicles from March 1st, 2010. Notably, 10 signifies the year of a new vehicles’ registration.

Damian Lawson, DVLA Personalised Registrations’  Marketing Manager, said: “While we knew there was interest surrounding the new 10 series, we never expected the level of response we received on day one. We have all been left quite stunned.”

Now in its 20th year, through its use of on-line sales, telesales and auctions, the Agency has sold more than 2.5 million private registrations. Its interactive website - dvlaregistrations.direct.gov.uk – is heralded as one of the leading automotive websites in the UK, attracting more than 800,000 visits every month.