Dealer-branded plates launch in NSW

NEW South Wales has become the first state in Australia to offer permanent dealer branding on number plates under a new program by customised plates company MyPlates.

Hunter Holden in Ryde is piloting the program, which enables dealers to put the name of their dealership directly under the numbers on the registration plate while the state logo continues to appear on the left of the digits.

The plates – which cost the customer $99, the same as the white NSW ‘premium’ plates –are designed to benefit dealers by creating free brand awareness and save them the cost of the temporary plastic plate surrounds currently used my many dealers.

The company behind the program, MyPlates, which is licensed to produce personalised plates in NSW, said the branded plates will “act as permanent mobile billboards for the business”.

At this stage, the branding is only available on standard plates that are provided by the dealer and not on customised plates ordered separately by customers.

MyPlates CEO Daryl Head said the program offers dealers no-cost benefits.

“With the cost of traditional advertising going through the roof, branded number plates is the next logical step in economically promoting your business,” he said.

Hunter Holden new vehicle manager Chris Parkes said he was impressed with the dealer branding.

“The plates look fantastic,” he said. “The customers love them and it’s a great new form of advertising. It’s a win-win for everyone.”

The branded plates program is available for cars, motorcycles, trucks and trailers in NSW only.