Specialists in
current style, clean read
number plates
How it Began:
FR21END
Like most people, we’d seen dateless registrations on the road for years. They carry prestige — but rarely emotion.
FR21END was the registration that changed our perspective.
It was clean, instantly readable, and modern — but more importantly, it made us feel something. It proved that current-format registrations, when executed correctly, could carry just as much impact as traditional dateless plates — sometimes more.
That moment shaped our philosophy: focus exclusively on clean-read, current-style registrations that are visually strong, instantly understood, and emotionally resonant.
Why
Curate?
When browsing private registrations, one thing became clear — most websites prioritise volume over quality. Endless grids of yellow plates, with little distinction between them.
Very few registrations stand out.
We believed there was space for something different: a tightly curated catalogue focused exclusively on clean, word-led plates — registrations that mean something the moment you see them.
Daytona was built around that idea.
Not quantity. Quality.
Who will I actually be speaking
to when I buy a Plate?
Hi — I’m Darren James Smith, founder and director of Daytona Private Plates.
When you enquire, you deal with me directly.
Cars have been a lifelong passion. From a black Lamborghini Countach poster on my bedroom wall to rebuilding engines alongside my father, I’ve always believed the details are what define a vehicle.
A great registration does exactly that — it finishes the car.
Daytona combines that passion with a disciplined focus on clean-read, current-format plates — building a collection defined by taste, structure and clarity.
