Customised number plates fail to attract car owners

The Excise, Taxation, and Narcotics Control Department's initiative to boost revenue by selling custom vehicle number plates with personalised names has reportedly failed in the Rawalpindi division.

According to sources, the department had launched an aggressive campaign targeting wealthy vehicle owners and car enthusiasts, offering personalised plates for prices ranging from Rs2.5 million to Rs3 million.

Despite door-to-door efforts by officials, the initiative was met with widespread rejection, as affluent residents refused to spend such large amounts on personalised plates.

According to departmental sources, even the field staff and inspectors assigned to promote the scheme reported complete failure in persuading residents.

One individual reportedly showed interest and began the biometric verification process to purchase a custom plate for Rs2 million.

However, the transaction was left incomplete due to the individual's unexpected death the next day, resulting in the cancellation of the plate registration.

The campaign came in the wake of significant revenue shortfalls, with the department issuing instructions to field staff to approach wealthy households directly.

However, amid rising inflation and increasing taxes, residents declined the offer, citing the impracticality of spending such a large sum on a number plate.

Sources further revealed that the department is grappling with a property tax shortfall exceeding 55 per cent in the current fiscal year, adding to its financial challenges.