J and S are the most sought after prefixes and command higher values. How do dealers determine the exact price of a plate?
They form some of their prices by watching the DVLA* cherished plate auctions. This tells them how much the market is prepared to pay for a certain type of plate. They also compare plates for sale with similar plates that were recently sold and base their valuation on that. Uniqueness, desirability and popularity are all taken into account.
