We Investigated that Unfortunate Volvo License Plate

Recently, Jalopnik writer Jason Torchinsky (@JasonTorchinsky on Twitter) wrote about a very unfortunate license plate on a loaner Volvo S90. You can read about it here:

The name of the dealership is Borton Volvo. In his article, Jason mentioned that he did not have the heart to tell the people at the dealership that it may not be the best plate. So I decided to call them!

When I called the dealership, they directed me to a manager that deals with registration. And the first couple of lines went something like this (quotes not 100% accurate):

Me: “Hello, this probably won’t be your first call about this today. But a writer for a famous Internet auto publication wrote about a license plate of one of your loaner cars.” Manager: “You mean the 4BORTON plate?”

I guess I wasn’t the first one to call them about it.

She then went on to explain how the dealership’s name was Borton, and that there is no “I” in the word, so it’s not “Bortion.” I knew all that, but I didn’t feel like saying, “Oh, I know.” So I politely suggested the plate BORTON4. It turns out that they have a total of 30 loaner cars. She didn’t explain all of them for me, but eight of them wear the plates #BORTON (# being a number from 1 through 8), while other cars wear BORTON#. So therefore, BORTON4 was already taken.

The lady told me that there aren’t any plans to change that plate. So I thought about it, and then I decided we could have a little fun with it. So maybe we as a group can come up with suggestions for a different plate! In the comments below, suggest a license plate that can replace 4BORTON! The rules are simple: it must be no more than 7 characters, and must resemble Borton. Maybe we’ll spare some drivers from the internet scrutiny of a questionable license plate. Then again, if the Volvo S90 is as good as some say, they may forget about that extra attention.

Written by: Ekeni (a.k.a EA40)

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