11:53 am, September 2, 2026
New plate day remains an important date for car dealers and manufacturers, despite the days of frantic midnight handovers being consigned to the past.
That is the verdict of industry experts, who are backing the arrival of the new 76 plate to have a positive impact on sales this month.
While things yesterday may have been more sedate than they were during the early 2000s heyday, a look through social media still reveals a steady flow of handovers at dealerships across the country.
Philip Nothard, insight director at Cox Automotive International, says that September typically accounts for around 15% of annual new car registrations, making it the second biggest registration month of the year on average.
‘Today’s new plate days are quite a departure from those in the early 2000s, where it was commonplace to celebrate the midnight deliveries and sales executives to hand over more than 100 cars in a single day,’ he said
‘Whilst the shape of the day itself may have changed, this doesn’t diminish its importance for the automotive sector.
‘It represents the final major opportunity for retailers and manufacturers to drive volume, profitability and hit targets before year-end.
‘This year, some retailers are reporting a more mixed picture for September, but still value the opportunity it presents.’
Market analysts say that customers are now becoming less concerned about having the latest reg, meaning the commercial importance of plate-change months is becoming increasingly driven by OEMs, who are keen to ‘win’ the battle for the best deal.
Steve Young, executive chairman of ICDP, believes this can only be good news for dealers, who should be able to capitalise on improved manufacturer offers.
‘I think it still matters because it becomes a focus for manufacturer activity, and therefore an opportunity for dealers to leverage that to drive sales,’ he said.
‘Whilst some customers are motivated to change their car to get a new plate, I am sure that is only moving demand rather than creating new demand.
‘In practice we were registering cars to retail customers last week, who were unconcerned about the fact that they got a 26 rather than 76 plate.’
Young is also expecting manufacturers to crank up their offers towards the end of September as they look to maximise registrations.
He raised concerns about the impact this could have in the long-term, especially when it comes to residual values, and warned dealers they need to be on their toes.
‘The OEMs however are keen to “win” in the plate change months so they sharpen their retail offers, ensure that there is good supply available, encourage banks to provide adequate floor plan for the peak,’ he said.
‘At the end of the month, I am sure that some brands will also be cutting deals to get the last minute registrations they need, and dealers can make good money from these deals in some circumstances even if it is ultimately destructive for the brand through RV impact.’
‘No longer the market mover it once was’
Meanwhile, Waylands’ marketing director Vicky Hart says the September plate change remains hugely important to franchised dealers, even if it has lost some of the influence it once had over customers.
She added that buyers are now doing more research before entering a showroom, meaning the registration itself only forms one part of a wider buying decision.
‘The September plate change still matters enormously to us as retailers, but it’s no longer the market mover it once was,’ she said.
‘Twenty years ago, many customers were buying the plate; today they’re buying the right vehicle, the right monthly payment and the right ownership proposition.
‘The plate change remains a powerful catalyst, but it tends to accelerate purchasing decisions rather than create entirely new demand.
‘Customers are more informed than ever before. Many are researching online months before they buy, so the registration plate is only one factor in a much bigger decision,’ she said.
‘One of the advantages of being a multi-franchise retailer is that we see customer behaviour across a wide range of brands and buyer types.
‘What we consistently see is that customers are increasingly proposition-led rather than plate-led. The September change creates momentum, but ultimately people buy when the overall package is right for them.’