Last of the midnight madness

James Ruppert talks to the drivers in a spin over their plates

A great British tradition came to an end yesterday morning. For the motor industry it was the last time that 1 August would be so significant. For more than 30 years the registration number suffix, then prefix, ascended the alphabet each August, giving the car trade a huge sales boost. It also gave car buyers a chance to indulge in a uniquely British manifestation of one-upmanship by being the first to be seen driving the latest registration, regardless of the fact that these are not necessarily good buys. And with the last R plate, buyers were as eager as ever to show off their brand new cars by picking them up at 12.01am on Friday morning.

Dees of Croydon, a large Ford dealer, has been making the most of the August plate change since 1992, by putting on late-night entertainment. "We used to do it all in the showroom: barbecues, steel bands and that sort of thing. But it got too crowded," said managing director David Dees. "In the last few years we have taken everyone down to TGI Friday's where there is a real party atmosphere and much more room to give the customers a proper send off."

Dees' private retail customers, rather than company car drivers, constituted the majority of the 1 August audience. As they arrived at the showroom, the customers were genuinely pleased and excited to be there, dropping off their old cars in part-exchange and then signing on the dotted line for their new R plate. Not everyone, though, was that bothered by the significance of the plate change. "Tomorrow is the first day of our holiday," said Miss Robinson who was there with her mother to collect a Fiesta Flight. "There was no alternative, we'd planned to go touring in Cornwall and what better way to do it than in a brand new car?"

Asif Hassanair liked the atmosphere and the fact that the late-night collection meant "no disruption to my schedule. I've got a meeting tomorrow and there was no way I could have picked up my Galaxy during normal working hours".

Teresa French, awaiting her Fiesta Fusion, was refreshingly honest about the occasion. "I've never done this sort of thing before, but I must admit that when I'm out in my new car tomorrow everyone else in the traffic will be pointing at me and saying `Look, there's an R reg'."

Sue Salisbury was feeling tired, but thought the evening's event heightened the anticipation of getting her Escort LX. "I've taken the day off work tomorrow to get used to my car, and I should think a lot of my friends will be wanting a ride so that they can say they've been in an R reg car."

However, for Gary Higginbottom it was all something of an anti-climax. "For a start, I'm replacing my three-year-old Probe with an identical one along with my private registration plate, so it won't even be on a R plate."

General manager Tim Pickering emphasised the practical nature of staging this midnight event. "It means we have 45 fewer cars to deliver tomorrow." Then he set about shuttling everyone to the restaurant. Inside, David Dee greeted everyone at the door. They were given a TGI key fob and a quiz to keep them occupied while waiting for their buffet. Entertainment was laid on with, with the bizarre sight of balloon vehicles being made.

But that was nothing to the events that followed as the cars were collected in the rain-soaked car park where Friends of the Earth had turned up. To the chants of "Ford are climate wreckers", Dees customers drove gingerly past 50 placard-carrying protesters. Anna Stanford, Friends of the Earth's climate change campaigner muttered darkly about "Ford putting profits before the planet".

For Dees' sales staff it was the end of a very long day. And they were back to the showroom at 8am on Friday to hand over more cars. Sales Executive Graham McKean regretted the end of the August registration fever. "This was something special for customers and it gave them a reason to change their cars. Now they'll only trade in if there's a new model. Pity."

The signs are that the last motor trade August will go out with a bang. Sales have been increasing each year since 1991 and are likely to top half a million for the first time since the boom year of 1989. The plan is that the annual August rush will be replaced by a spring and autumn plate change to use up the remaining letters, after which a regionally based registration system will be introduced. In true British tradition, that is likely to create a whole new number plate snobbery of its own.

Arts and Entertainment
tvPoldark production team claims innocence of viewers' ab frenzy
Life and Style
Google marks the 81st anniversary of the Loch Ness Monster's most famous photograph
techIt's the 81st anniversary of THAT iconic photograph
Katie Hopkins makes a living out of courting controversy
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Recruitment Genius: SEO Executive

    £16000 - £22000 per annum: Recruitment Genius: An SEO Executive is required to...

    Recruitment Genius: Sales Executive - OTE £38,000

    £16000 - £38000 per annum: Recruitment Genius: Due to continued expansion, an ...

    Ashdown Group: Senior .Net Developer - Kingston Upon Thames, Surrey

    £65000 - £70000 per annum + benefits : Ashdown Group: A long-established, tech...

    Ashdown Group: Editor-in-chief - Financial Services - City, London

    £60000 - £70000 per annum + benefits : Ashdown Group: A highly successful, glo...

    Day In a Page

    Revealed: Why Mohammed Emwazi chose the 'safe option' of fighting for Isis, rather than following his friends to al-Shabaab in Somalia

    Why Mohammed Emwazi chose Isis

    His friends were betrayed and killed by al-Shabaab
    'The solution can never be to impassively watch on while desperate people drown'
An open letter to David Cameron: Building fortress Europe has had deadly results

    Open letter to David Cameron

    Building the walls of fortress Europe has had deadly results
    Tory candidates' tweets not as 'spontaneous' as they seem - you don't say!

    You don't say!

    Tory candidates' election tweets not as 'spontaneous' as they appear
    Mubi: Netflix for people who want to stop just watching trash

    So what is Mubi?

    Netflix for people who want to stop just watching trash all the time
    The impossible job: how to follow Kevin Spacey?

    The hardest job in theatre?

    How to follow Kevin Spacey
    Armenian genocide: To continue to deny the truth of this mass human cruelty is close to a criminal lie

    Armenian genocide and the 'good Turks'

    To continue to deny the truth of this mass human cruelty is close to a criminal lie
    Lou Reed: The truth about the singer's upbringing beyond the biographers' and memoirists' myths

    'Lou needed care, but what he got was ECT'

    The truth about the singer's upbringing beyond
    Migrant boat disaster: This human tragedy has been brewing for four years and EU states can't say they were not warned

    This human tragedy has been brewing for years

    EU states can't say they were not warned
    Women's sportswear: From tackling a marathon to a jog in the park, the right kit can help

    Women's sportswear

    From tackling a marathon to a jog in the park, the right kit can help
    Hillary Clinton's outfits will be as important as her policies in her presidential bid

    Clinton's clothes

    Like it or not, her outfits will be as important as her policies
    NHS struggling to monitor the safety and efficacy of its services outsourced to private providers

    Who's monitoring the outsourced NHS services?

    A report finds that private firms are not being properly assessed for their quality of care
    Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

    Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

    The Tory MP said he did not want to stand again unless his party's manifesto ruled out a third runway. But he's doing so. Watch this space
    How do Greek voters feel about Syriza's backtracking on its anti-austerity pledge?

    How do Greeks feel about Syriza?

    Five voters from different backgrounds tell us what they expect from Syriza's charismatic leader Alexis Tsipras
    From Iraq to Libya and Syria: The wars that come back to haunt us

    The wars that come back to haunt us

    David Cameron should not escape blame for his role in conflicts that are still raging, argues Patrick Cockburn
    Sam Baker and Lauren Laverne: Too busy to surf? Head to The Pool

    Too busy to surf? Head to The Pool

    A new website is trying to declutter the internet to help busy women. Holly Williams meets the founders