Zurich License Plate “ZH 11” Fetches $270,000, New Direct-Allocation System Coming
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A coveted Zurich license plate, “ZH 11,” sold for 262,000 Swiss francs—approximately $270,000 USD—on Wednesday, December 17th, marking it as the most expensive “deep” license plate ever auctioned in the canton of Zurich. The sale underscores the enduring appeal and significant financial value placed on personalized vehicle identification in Switzerland.
High Demand for Exclusive Plates
The winning bid was accepted after a competitive auction process. “I am very happy about this result,” stated a government councilor, whose department oversees road traffic. “Because the proceeds benefit the entire population of Zurich.” While “ZH 11” commanded a substantial price, it remains second to “ZH 24,” which sold for 299,000 francs during a summer 2024 auction and continues to hold the record for the most expensive license plate in Zurich.
Expanding Access to Personalized Plates
For those seeking a unique vehicle identifier, opportunities remain to participate in weekly online auctions for special license plate numbers. However, the Road Traffic Office is poised to significantly alter the landscape of plate acquisition.
Beginning January 5, 2026, residents of Zurich will gain the ability to directly purchase attractive six-digit license plates through a new digital platform. This innovative system will feature a search function, allowing users to pinpoint and secure their desired combinations without the need for bidding. Furthermore, deep six-digit plates will become readily available directly from all six road traffic offices within the canton.
Auction System to Remain for Select Plates
Despite the introduction of direct allocation, the auction platform will not become obsolete. Five-digit license plates and plates featuring lower numbers will continue to be offered through the existing auction system. This tiered approach aims to balance accessibility with the continued exclusivity of highly sought-after combinations.
The move towards direct allocation represents a significant shift in how Zurich manages its vehicle identification system, offering greater convenience and control to residents while still capitalizing on the demand for personalized plates.
