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

Luxury / 25 Comments

Come on billionaires, somebody must want this?

Mercedes-Maybach recently spoke about how it wants to get the Maybach brand right this time. As you might know, Maybach was founded in 1909 and resurrected as a standalone brand in 1997 to battle Rolls-Royce and Bentley.

It failed, mainly because the 57 and 62 were considered garish trinkets for the newly minted. Rolls-Royce's Phantom was more tasteful, though Rolls also lost the plot a few years ago.

The new Mercedes-Maybach is more honest about what it is. It wants to shock and provoke. To hone in on the minds of the nouveau riche with absurd models like the Haute Voiture.

This is good news to aftermarket tuners, who will happily take an already tasteless car and make it even more tacky. And now third-party license plate sellers also want in on the action. The Plate Broker currently has an "MM" plate for sale, perfect for a Mercedes-Maybach.

The Plate Broker
The Plate Broker
The Plate Broker

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."

The Plate Broker
The Plate Broker
The Plate Broker
9 Cars Everyone Either Loves Or Hates
9 Cars Everyone Either Loves Or Hates
6 Awesome Restomod Jeeps
6 Awesome Restomod Jeeps

According to The Plate Broker, the number plate has been called many things, like opulent, ludicrous, insane, and extraordinary. To be fair, it is the first-ever plate/NFT pairing in the world; you get the same plate as a non-fungible token too, if that helps justify the ludicrous price.

To us, it's just foolish. For $24.3 million, you could buy an entire car collection and have enough left over to construct a private race track. That's likely why this plate has been on sale for months, with no Maybach owners taking the bait so far.

Honestly, the only person who would be able to pull this plate off is Mother's Milk (MM) from the hit show, The Boys. And he's fictional.

The Plate Broker
The Plate Broker
The Plate Broker
The Plate Broker
2021 Mercedes S-Class Coolest Back Seats

Join The Discussion

Gallery

12
Photos

Related Cars

Back
To Top