This
is something I apparently planned to write, or feature, some 42 years
ago. Don’t know why I didn’t. But let’s take a look now, because it’s
still amusing–hopefully creative–and it gives us teasing glimpses of all
sort of hot rods. I’m of course talking about personalized license
plates, also known as vanity plates.
Most
of these pics were taken at a large event Gary Meadors called “Motate
to Merced,” I think when he was still with NSRA, in 1980. I was doing
hot rod stuff as a freelancer then, so that’s why it’s all black and
white (that’s all the mags used), and why it didn’t run anywhere (no mag
wanted it). Color shots are newer.
My sources say personalized plates were first introduced in
Pennsylvania in 1931. Lots of other states had them before California. I
first saw them in Arizona, which even offered them on copper plates,
since they were the copper state. Although CA switched from black plates
to blue in 1970, it didn’t start vanity plates until ’72 (maybe that’s
when they first offered seven characters). I’m surprised, because these
plates of course cost a sizeable surcharge (every year), which means
more money for the state. What took CA so long?
I
also think some of these just make good black-and-white photos. But in
1980, vanity plates were still somewhat of a novelty. Further, they were
one more (new) way to personalize your vehicle, to make an automotive
statement. And that’s what rodding and customizing is all about. In
terms of “custom” plates, the more creative, and wittier, the better.
So,
at first I really couldn’t understand why people would want custom
plates that just stated the obvious. We all know what a 1926 T or a ’34
Ford looks like. Then I realized that aggravating question everyone else
asks at a gas station, market, or stop light: “Hey. what year is that?”
When what they really mean–and should say–is “Hey, nice car!”
Sometimes
stating the obvious is witty in itself, such as Danny Eichstedt’s way
chopped and sectioned black ’34 sedan, which was incredibly low,
especially in contrast to his previous tall-topped “Leg Show” T-bucket.
Or, maybe there are more creative, or just informative, ways to identify your hot rod through its license plate.
So you can see this is mainly a photo essay. The plates do speak for
themselves. And, in fact, these are only half the photos I shot at this
one event. Plus I have a whole ‘nuther batch of witty plates, and tales,
from the late pinstriper/collector Shaky Jake, so let me know if you
want to see more.
But first… Whether you’ve ever ordered a vanity plate or not, you
have very likely played the mind game of thinking up good ones for you
car. Of course I did this for years–decades–for my
thank-god-it’s-finally-gone ’48 Chevy. The one with too many doors and
not enough cylinders. I’ll only mention a few. Most were
self-deprecating. My favorite was SICKX. A nicer alternate was 153624
(firing order). When Pro/Street was happening I would have chosen PRO
SLUG. And since it was an honorary low rider, I liked OR LA, or what it
meant: ORALE (pronounced OR-A-LAY), which in Chicano slang translates to
BITCHIN! in Baskervillese. There were plenty more, but the one I should
have done–which I’m pretty sure I’ve seen somewhere–was FOR SALE. On
the other hand, the reason I’d never done a personal plate on any of my
cars–especially the ’32 roadster–was because they all had black CA
plates, which meant they were original to 1963. Until fairly recently,
that was the only way you could get a black plate. It had to have been
issued to that car between ’63 and ’69, and (for the first time) you
didn’t have to turn it in when the new blue plates came out. So my ’32
and ’56 F-100 still proudly wear their original black plates. However,
our new ’33 sedan didn’t have old plates when I got it, so I finally got
my first personalized plate:
And I took this photo after returning from our recent cross-country trip to show it means what it says.
And
speaking of “message” plates, this is one that Lil John Buttera affixed
to his famous coffee-brown ’26 T sedan, which he vociferously drove to
the NSRA Nats in Tulsa in ’76. It also demonstrates that CA personal
plates could be kept and transferred from car to car. This is Lil’s
then-new, hi-tek ’32 3-window, seen on Hot Rod’s Dec. ’79 cover, square
headlights and all.
For
Inliners, this was the plate to get, and it was snagged (in CA) by
rod-writer Jay Storer for his quite unusual ’32 highboy roadster powered
by an Ak Miller-built turbocharged Ford straight six on propane. Love
that single exhaust. And it hauled ass; I rode in it.
This guy went beyond self-deprecation. He was all-inclusive.
I
showed this photo on Instagram and people thought it was another
Angeleno migrant to Oregon, but I think the subtle reference is to Irma.
On the other hand, la douce in French means “the sweet,” and this Deuce
is.
OK, how about some that are just fun and creative?
In the above photos, I’d point out that the B BOPIN pickup is a Model
B, The CHEV ROD plate is a bit redundant given the Bow Tie right above
it, and rodders had a brief infatuation with COORS when it was only
available in the West (probably not the best thing to advertise on your
hot rod).
Given the scarcity of female rodders, it’s great they can use plates to announce ownership, and hopefully encourage more.
I don’t know about other states, but CA law says it’s illegal to
alter a license plate in any way. That would include painting the
background of a blue plate black (which some did before new black plates
became available). But here are some more creative, and artistic,
customized custom plates:
And here’s one I can’t begin to figure out. That nice black ’32 sedan
is conspicuously devoid of any louvers, of any kind. Maybe this guy is a
deadpan satirist.
Sometimes a personalized plate really adds little to a car that makes
a strong statement all by itself. I once used Jay Carpenter’s big
block-powered black hiboy in an HRM article to demonstrate the elements
that make a real hot rod. It has all the right stuff, and not too much.
The plate certainly doesn’t detract, but it’s more like a nice fashion
accessory on this rod.
In this case I’d say the plate is more like an exclamation point.
And in the case of Guy Ruchonnet’s similar orange chopped ’34
3-window, with its blown and injected Chrysler Hemi and Funny Car
slicks, this plate is nothing less than a declarative statement that has
rightfully become a classic. I saw its corollary UD LOSE on an ’80s
Pro/Street fairgrounds cruiser once, but it was wishful thinking.
I did mention Baskervillese, didn’t I? Gray had a way with words for
all places, in any medium. And that of course included the very
appropriate, and by now famous, blue plate on the back of his equally
revered veteran Deuce. I took this photo of it parked in its Pasadena
carport, along with his last pair of worn-out flip-flops. Adeeos, my
good friend.
And adeeos to you, my much-appreciated readers…for now. I’ll be back.
