Seven Reserve launch

Published 24 April 2026 

Seven Reserve: a prestige auction introducing Victoria’s first 7-character licence plates

Victoria is introducing 7-character licence plates for the first time — and it’s starting at the prestige end.

The inaugural release will take place through ‘Seven Reserve’, a premium auction on 26 May 2026 at the Park Hyatt Melbourne, offering first access to a small number of highly curated combinations.

‘Seven Reserve’ marks the first time the new 7-character format will be available in Victoria, expanding what can be created in the custom plates market. The additional character enables surnames, business names, longer words and distinctive number sequences that aren’t possible 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 most other Australian states already offer plates with up to seven characters, Victoria is introducing the format through a curated auction that reflects the calibre of the combinations on offer.

The auction will feature 12 one-off lots, selected for their uniqueness, symmetry and visual impact. These include 11 preselected prestige combinations and one Winner’s Choice lot.

The combinations available are:
1111111 · AAAAAAA · MCLAREN · 1234567 · 6666666 · PORSCHE · 7654321 · XXXXXXX · 9999999 · 8888888 · FERRARI · Winner’s Choice

The Winner’s Choice lot allows the successful bidder to select any available 7 character combination, rather than bidding on a pre selected plate. The chosen combination may be a surname, business name, word or number, subject to standard eligibility, approval and availability rules.

“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.”

‘Seven Reserve’ is a prestige release and is not a general public launch of 7-character plates. VicRoads is developing plans for potential broader availability and will share further details once confirmed.

The auction will be hosted in room and online by VicRoads in partnership with Heritage Only, with participation limited to registered bidders.

Interest in custom plates continues to grow across Victoria. Of more than 6.8 million registered vehicles, over 1.7 million display non standard plates — around one in four vehicles.

Important note: VicRoads sells rights to plate combinations, not brands. Plate combinations do not imply any third party endorsement, affiliation or sponsorship. VicRoads is not affiliated with, endorsed by, or sponsored by any person, car manufacturer or organisation whose name, image or brand may appear on a custom plate.

VicRoads may cancel registration number rights if it believes, amongst other things, the registration number rights or custom plates are used, displayed or dealt with in a manner that infringes third party rights (including intellectual property rights) or in breach of laws (including the Australian Consumer Law).

For more information, visit: https://www.vplates.com.au/seven-reserve-auction