Personalised Plates Staying
Strong
The demand for personalised number plates has been clear
as SMA, DVLA's official auctioneer, concluded yet another highly
successful auction of DVLA Personalised Registrations this
month. Central to the success has been the manner in which
SMA's marketing has captured the imagination of a growing audience
of buyers.
A year of success was rounded off with a three day auction that
saw more than £2.8 million raised; creating a total sales value to
the treasury of £16 million throughout the year, testament to the
teamwork and skill of the SMA and DVLA teams involved.
At the latest auction the top registration number was 14 O,
which sold for over £40,000 after some hectic bidding, eclipsing
the perhaps more obvious AL11 SON which sold for half that
value. It is easy to see the figure of £2.8 million and
imagine a series of strong registration numbers, but the real
success was based upon a very solid marketing effort to encourage
bidders to enter the fray and acquire a bit of personality for
themselves.
"We all recognise that consumers are watching their
expenditure closely, but for a mixture of reasons that include both
fiscal control and perhaps vanity, the market for personalised
registration numbers has been strong this year. Genuinely part of
this success has been in marketing the DVLA effectively - the
results clearly suggest that we have succeeded" observes SMA
Vehicle Remarketing Managing Director Bob Anderson.
There seems to be no sign of the private number plate market
declining, with auction sales increasing annually.
Personalised number plates allow car owners to personalise their
car and in the run up to Christmas, it is clear that some are
destined to be presents. Buyer interest remains strong with
high levels of interest already clear from the advance
registrations for the next DVLA Auction in Stratford upon Avon on
the 1st, 2nd and 3rd of February
2012. For more information go to
http://www.dvlaauction.co.uk