KEY POINTS:
Dave Blackmore talks about number plates like art collectors talk about paintings. The millionaire property developer has the same appreciation of aesthetics and desire to possess.
Personalised plates adorn many of his classic cars, with T on a Rolls-Royce Phantom and V on a stately old Phantom 5.
Then there are the darker ones, such as SATAN, EVIL, DEVIL, WITCH, BLZBUB. But pride of place goes to the single-letter plates, which cost a combined $50,000.
"They are the star plates," Blackmore said. "They're symmetrical, they add to the appearance of the car.
"You don't spend a lot of money on a plate unless it has some meaning for you."
That's a view backed up by Barry Owen. The Christchurch resident's 2005 Honda Integra sports B for Barry, despite what he tells strangers. "I tell them B is for bullshit."
Owen bought the personalised plate about 18 years ago when they were still something of a novelty.
He secured it for $7500, and then watched as the price of single-letter plates soared to an "astronomical figure".
"It got up near to $500,000. Everyone was in shock over the price they were getting for them."
Owen said he had never been tempted to sell the plate and had never considered it an investment. "It's not for sale. It's priceless to me."
Gary Williams of numberplates. co.nz said it was wrong to describe personalised plates as an investment.
"You may hear of one or two good prices occasionally, but that doesn't speak for the many thousands of other plates bought as an investment where the gamble has not paid off."
Williams also raised questions about human nature.
"People often shy away from a second-hand plate because someone thought of the name before they did, even though plates can be remade new," he said.
Land Transport New Zealand said there were about 330,000 personalised plates in the country but only around 158,000 were on licensed vehicles.
The most sought-after still attract big money. The Personalised Plates website is offering "U" for $100,000. According to Motochek, that's registered to a 2002 Holden Monaro.
And casting your eye down the list of single-letter plates you might be struck by the variety of vehicles with the prized assets.
For every 2007 Bentley or 2004 Porsche, there is an older model, such as the 1988 Ford Laser, which has "Z" registered to it.
While single letters and numbers are big prizes for collectors, the Holy Grail is number 1.
Blackmore was at an auction when it came up for sale and pleaded unsuccessfully with a mate for a loan to buy it.
It sold for $30,000, and the next time for $120,000. Blackmore said it was now owned by a businessman of his acquaintance, who paid $680,000.
"Personally, I think 'I' is better. It's the 'cleaner' plate."
The punk rock fan, who operates a limousine service with his fleet of cars, bought 1000 personalised plates when they were introduced in 1988.
"The stock market had just crashed and they brought the plates out just as people had finished losing their shirts.
"They said for $275 you can buy a useless piece of tin. I bought 1000. Everybody thought I was mad. I blew $275,000 on a lot of tin."
But then the hype started and people decided personalised plates were the thing to have.
Syndicates were formed to trade them and the price of some rocketed to $500,000.
"Number plates have paid for a lot of developments I've done."
Blackmore is just as interested in the psychology as the prices.
One day, after puzzling over a particularly unusual plate on the car in front of him, he jumped out at the lights and asked the driver what it meant.
"It was his birthday in computer binary code," he said, shaking his head in disbelief.
He said Chinese people, with their interest in numerology, were particularly keen on personalised plates.
Eight is popular because the number is deemed extremely lucky.
A man in Hangzhou province offered to sell his A88888 plate for more than $200,000.
"A Chinese guy won't touch number 4 because it means death," Blackmore said.
Practical implications were as important as superstition. "It's about other people's perceptions.
"I look like s..., but I have flash cars and flash plates, so other people think, 'Yes, we'll do business with him'. It's worked for me."
WHAT'S IN A NUMBER?
The website numberplates.co.nz lists hundreds of plates for sale, ranging in price from $400 to $100,000.
Some owe their value to superstition. The Chinese view three as a lucky number, hence plate 333 being listed as "cheap at $100k".
Another lucky number is eight, so 8 A 8 is a snip at $23,000.
And 00800, priced at $4500 is described as having "great feng shui", but it's not all numerology though.
BIGTYM, described as "ideal plate if you are!", is aimed at the big spender, with a price tag of $100,000.
Loaded with cultural significance is B1SMLA - a rendering of the word bismillah, part of an Islamic phrase uttered by Muslims before embarking on an endeavour, including driving. It will set you back a mere $10,000.
MT H1KU, at $5000, refers to Mt Hikurangi, said to be the first spot in New Zealand to greet the sun.
At the other end of the spectrum is BLOBBY for $500 or NOBRAS, perhaps for a topless convertible, at $1000.
For a Bush-baiter or well-heeled boy racer with the mother of all car stereos, there is WMD at $75,000.
