News & Features

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).

• Launched in 1989, the first auction, which was held at Christies South Kensington, included just 74 registrations and the first number ever to be auctioned was 99 MG selling for £8,000. Other numbers in the first auction included 1A (£160,000), JUL 1E (£34,000), 1 T (£56,000), MUS 1C (£65,000).
• The sales scheme came as a result of ministers agreeing to respond to the ever growing demand for registrations that were not already in circulation, "DVLA would make registrations widely available to the general public, the sale of which should maximise revenue for HM Treasury at minimum cost to the taxpayer".
• June 2001 saw the introduction of the current vehicle registration format and its inclusion in DVLA's portfolio of personalised numbers, allowing customers to choose from both the prefix and current style ranges. This choice now extends to over 30 million registrations with many priced at £245 fully inclusive.
• October's auction will be the 121st auction since 1989.
• The highest sum paid for a registration at a DVLA Auction is £352,000, paid for 1 D in March 2009. £80.7 million was raised by DVLA from the sale of personalised registrations in its last financial year.
• The sales scheme has generated some interesting publicity over the years including a Spitting Image sketch and as part of a "fix it" on Jim'll Fix it.
• DVLA's personalised registrations website attracts over 800,000 visitors per month.
• Today's auctions run for 3 days selling 1600 registrations and achieving revenue on average £3.5 million net. DVLA hold 6 auctions per year. On average telesales/online sales generate £4.5 million per month. DVLA also holds two sealed bid sales each year, offering 1,000 registrations per sale.
• It is illegal to misrepresent a vehicle registration on a number plate. The rules governing their correct display can be found at: dvlaregistrations.direct.gov.uk, in the 'Got a Question?' section.
• The final sum for each registration comprises the winning amount, auctioneers commission, 15 per cent VAT and the £80 transfer fee.
• Millions of other personalised registrations can be viewed at DVLA Personalised Registrations' official website, dvlaregistrations.direct.gov.uk

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Top Ten Sellers