Victoria will introduce seven-character licence plates for the first time later this month, beginning with a limited, high-end auction targeting collectors and enthusiasts.

The inaugural release, branded “Seven Reserve”, will take place on May 26 at the Park Hyatt in Melbourne, with a small selection of premium plate combinations offered to registered bidders both in person and online.

The move marks a shift for Victoria, which until now has been limited to six-character custom plates, while other Australian states have long allowed longer formats. The additional character expands the scope for personalisation, enabling combinations that include longer names, business branding and more complex number sequences.

2

VicRoads has confirmed that the first release will be tightly controlled, with just 12 lots available. These include 11 pre-selected combinations – such as repeated number sequences and recognisable words – alongside a “Winner’s Choice” option, which allows the successful bidder to create a custom seven-character plate, subject to approval rules.

VicRoads Registration and Licensing Services chief executive Giles Thompson said the rollout had been deliberately designed as a premium offering. “Seven-character plates unlock a new tier of personalisation for collectors who value uniqueness and distinction,” he said.

The auction format reflects the perceived value of early access, with organisers positioning the first batch of plates as highly exclusive. Buyers will effectively be among the first motorists in the state to display the new format.

While the initial release is limited, VicRoads has indicated broader availability is under consideration, though no timeline has been confirmed.

2

The introduction comes amid growing demand for custom licence plates in Victoria. Of the state’s more than 6.8 million registered vehicles, around 1.7 million already display non-standard plates – roughly one in four cars.

Authorities have also clarified that plate combinations featuring brand names or recognisable terms do not indicate any official endorsement or affiliation.

For now, the focus remains on the initial auction, which is expected to attract interest from collectors and buyers seeking rare or highly personalised plates, as Victoria expands its offering in the custom registration market.