The familiar application for such plates would be for use in auto dealerships, which Stoeck agreed was important. “The branding of the dealership on the cars is important,” he said. “People see a Cadillac being driven and they know that it’s Midfield Cadillac or whatever the dealership happens to be.”
He added, however, that custom plates are by no means restricted to dealerships. “There are 19 states in the union where you don’t have to have a front license plate on your car,” he pointed out. “States like Indiana, Kansas, Florida; there are 19 of them where the same license plates being purchased by car dealers are being purchased by the local country club.” Stoeck gave additional examples of cable companies using them on all their vehicles or real estate offices putting one on each of their representatives’ cars.
In addition, Stoeck mentioned the plates are also very popular with educational institutions. “A lot of schools [and] universities will put booster club logos, their university logo, whatever it happens to be, on the front license plate of the car,” he said. “Sometimes it’s hard in states like Illinois, where you have to have two plates, to comprehend just how big of a product that is, but ask the folks in Florida or Georgia … just about anybody who would have vehicles or vehicle customers or some type of support or cause will have a plate on the front of their car designating that.”
Cruising down the road with a “BESTSLR” vanity plate may be the first thing to come to mind, but anyone with a learner’s permit knows there’s more to the automotive industry than just cars and driving. Products that aren’t handled so much during the drive, instead occupying end-users either before or after their trip. Obvious examples would be things like travel drinkware or keychains, but there are plenty of other strong promotions that are more specific to the automotive world.