Victoria is stepping into a new era of custom plates, introducing 7 character licence plates for the first time with an exclusive debut at ‘Seven Reserve’, a premium auction set for 26 May 2026 at the Park Hyatt Melbourne.
The highly curated release marks the first opportunity for collectors to secure the new format, expanding what’s possible in the personalised plates space.
With an additional character now available, drivers can create longer words, surnames, business names and striking number sequences that simply didn’t fit under the six character system.
“Seven-character plates unlock a new tier of personalisation for collectors who value uniqueness and distinction,” said Giles Thompson, Chief Executive Officer, VicRoads Registration and Licensing Services.
“This first release is intentionally small and carefully curated – designed for people who understand the value of being first.”
While other Australian states have long offered seven character combinations, Victoria is opting for a premium rollout that reflects the exclusivity of the format.
Just 12 one-off lots will be available, each selected for visual impact and rarity. Among them are combinations like 1111111, AAAAAAA, MCLAREN, 1234567, 6666666, PORSCHE, 7654321, XXXXXXX, 9999999, 8888888 and FERRARI, alongside a Winner’s Choice lot.
The Winner’s Choice option allows the successful bidder to create their own 7 character combination, whether that’s a name, word or number, subject to standard approval and availability.
“Being first – and choosing first -is the essence of this auction,” Mr Thompson said.
“The successful buyers will be among a very small group driving around with the first issued 7-character Victorian plates.”
Hosted both in room and online in partnership with Heritage Only, participation is limited to registered bidders. The release also reflects growing demand, with more than 1.7 million of Victoria’s 6.8 million registered vehicles already displaying non standard plates.
‘Seven Reserve’ is positioned as a prestige launch rather than a public rollout, with broader availability still under consideration.
For more information or to register your interest, visit https://www.vplates.com.au/seven-reserve-auction
