First Comes the Car, Then the $10,000 License Plate

By Jim Yardley :: The New York Times
05 July 2006

GUANGZHOU, China — At a government auction inside a dingy gymnasium, a young businessman named Ding walked away a happy winner the other day. Like everyone else, he was bidding on license plates and did not seem to mind that his cost $6,750.

For the same money, Mr. Ding could almost have afforded two of the Chinese-made roadsters popular in the domestic car market. His bid was almost 20 times what a Chinese farmer earns in a year, and almost 7 times the country's per capita annual income.

And yet, in the auction in this manufacturing capital in southern China, Mr. Ding, who gave only his last name, could not even claim top price. The most expensive plate — AC6688 — fetched $10,000 on a day when officials sold hundreds of plates for a total of $366,500.

"I thought it was rather cheap," said Mr. Ding, 30, a gold chain glinting under his open black sport shirt, as he walked off with the paperwork for APY888. "Since I have a nice car, I thought I should get a nice plate."

No country is more bonkers over cars than China, where achieving the new middle-class dream means owning a shiny new vehicle. But the car is not always enough for those who aspire beyond the middle class. A license plate has become almost as much of a status symbol as the car.

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