License Plate With $24 Million Price Tag Can’t Find A Buyer

The plate is currently listed for $24.3 million. To put that in perspective, the second most expensive plate available is “GOVIRAL” for $3,888,888. Or, to put it another way, 121 times more expensive than the Mercedes-Maybach S you’ll be putting it on.

“The Mercedes-Maybach brand identity is the most recognizable use of the letters ‘MM’ in the world, so of course, they have been on my radar as a potential buyer,” said Michael Modecki, owner of The Plate Broker.

“Plates are an internationally recognized symbol of status and scarcity. They are one-of-one by design and function, so they are the epitome of exclusivity,” Modecki said. “In comparison, look at the history of domain name values. Dot coms have evolved into coveted assets, and companies are paying millions of dollars for short, easily identifiable ones. We’re seeing the same thing with usernames on Instagram, Twitter, and TikTok. From a marketing and visibility perspective, I think owning the world’s most valuable license plate would benefit a luxury automobile brand whose goal is shock and awe.”

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