Brian Bonitto, Editor — Overseas Publications

Just Like DNA, every vehicle has a unique set: an identifiable government-issued alphanumeric combination. However, some persons prefer to be different by tweaking them to create their personalised licence plates.

In doing this, they ensure that a single glance is not enough.

"They have the ability to command your attention," said Leighton Beckles, public relations manager at the Inland Revenue Department (IRD).

The IRD is the only supplier of licence plates and is responsibile for all compliance, tax collections and taxpayer service functions.

"They are quite popular among celebrities and businesspeople," the PR pointman said. "From observation, entertainers and high rollers are holders of these plates too."

Personalised plates are popular worldwide, with motorists purchasing them to mark a special occasion or to display the name of that special person.

Beckles said that for J$20,000 a motorist could fashion a set of plates to suit his or her need with a witty catchphrase, name or gem.

Currently, the revenue department charges J$1,500 for regular plates while replacements attract a tab of J$2,500.

Plates cannot be resold

The Kingston-based spokesman explained that the plates could not be resold to be used eslewhere.

"Plates are assigned to a person ... not a vehicle. They are yours for life and cannot be resold," he said.

While the public relations executive said he could not divulge where overseas the plates were made for security reasons, he was confident that they were not going away any time soon.

"From as long as Jamaicans have a sense of flair ... they will be around," he said. "We like being individuals."

Psychologist Dr Angela Worges said that the holders of these plates derived some emotional benefits.

"For some persons, it gives an emotional upliftment as it symbolises pride in achievement," said Worges, who is based at Family Life Ministries in Kingston.

"They don't mind being identified," she said.

The psychologist was quick to point out that to stand out in crowd does not mean that the person was more bolder than the 'average Joe'.

"Not necessarily ... sometimes they are shy persons," she said.

Beckles believes, though, that the personalised plates are not for everyone.

"It's for persons with a greater sense of individuality," he said.

brian.bonitto@gleanerjm.com