Q&A with Stefan Lonce

Corrected on 1/24/08: An earlier version of this article incorrectly reported the number of personalized license plates in the United States. The American Association of Motor Vehicle Administrators says there are almost 9.3 million vehicles with vanity plates.

(Justin Sullivan/Getty Images)

Drivers: URSOVAIN. The vanity license plate is bigger than ever. According to the American Association of Motor Vehicle Administrators, there are almost 9.3 million vanitized American vehicles. And the options are growing. A number of states allow residents to choose from thematic plates that raise awareness, and money, for illnesses such as breast cancer. This means millions in dollars of extra revenue for both the state and other worthy parties. But personalized plates evoke strong responses, even First Amendment lawsuits over what is permissible. A New York man is suing his state for refusing to allow him plates that say GETOSAMA, arguing that the decision violates his right of free speech. This week, the South Dakota Legislature defeated a bill in committee that would have revoked the state's personalized plates. Debra Hillmer, the director of South Dakota's Department of Motor Vehicles, argued that personalized plates are a lawsuit waiting to happen. But locals rallied to their defense. One lawmaker called it "one of the most unpopular bills" he's encountered. Stefan Lonce, creator of www.LCNS2ROM.com and author of the upcoming book, LCNS2ROM — License to Roam: Vanity Plates and the Stories They Tell, explains why America LUVSPL8S.

Excerpts:

What are the challenges the DMV faces in a world of increasing politicization, innuendo, and double meaning?
The problem DMVs are facing is that every vanity plate could offend someone. So who is to say what's obscene? And the DMVs have their plates full, no pun intended. They are managing 253 million motor vehicles, and now they're going to have to decide First Amendment rights for people? I wouldn't want to be the person at a DMV who decides what you can have on your plate.

It seems that are you saying DMVs are doing a great job.
The DMVs are doing a great job.

That's a sentiment not often heard.
I ordered my vanity plate and it took me five minutes online, and I had it within five days. The DMVs in the U.S. are administrating 253 million motor vehicles and I managed to get my vanity plate in five days? That's pretty good.

DMVs are facing lawsuits over First Amendment rights. How do they currently decide what plates are appropriate?
There is a software program that takes out the obvious. If you try to get a plate that says F--- You, it's going to be bounced immediately.

Even in New Jersey?
Even in New Jersey. Then, in general, they'll have a small panel that reviews them. There are some things that they don't catch because people are getting so clever. They are spelling things backwards so they can be seen in a rearview mirror: 3MTA3 will say "eat me."

Administrators are also saying they can't keep up with pop culture.
DMVs are up against a lot, because there's a new form of spelling with instant messaging and text messaging. People are learning to spell a whole different way. You are using numbers for words and leaving out vowels. I think the DMVs are overwhelmed.

So, why are vanity plates worth defending?
I have many psychological theories. First of all, everyone has a story to tell, and most people don't have a platform. The vanity plate works well for that. They're a new form of selling ourselves that people are comfortable with. But when push comes to shove, they're fun. They're fun to spot going down the street; they're fun to figure out.

Why did you get your vanity plate?
I became a vanity plate owner as soon as I decided on this project. My vanity plate is LCNS2ROM. I was one of those people who didn't quite get vanity plates, and I started looking at them and looking them, and I got it. These are fun. People are trying to tell their stories. I've seen the light.