Kit Joubert, founder of the Instagram sensation @numberplatehistory, has reflected on the beginnings the niche account that now captivates millions monthly.
Joubert’s account focuses on the subject of number plates in the United Kingdom and around the world. He tells captivating stories on the history of registrations, as well as explaining how their formats work. Registrations are connected to cars, acting as their identity. Private number plate sales brought the DVLA (Driver Vehicle Licensing Agency) over £2 billion in the last decade according to thisismoney.com
The history of vehicles can be traced through these digits, which have etched cars into the history books. The iconic 40 RA Lotus Carlton acts as a prime example. That specific Carlton gained legendary status after outrunning police countless times in the West Midlands and Worcestershire throughout the 1990s. After disappearing for many years, it was dug up unceremoniously from a Canal.
These captivating stories are bought to live through number plates – and Joubert is the man who tells them.
Joubert has amassed over 57,000 followers and millions of views in seven months. His most popular video covers Jaguar’s controversial identity change from a proud, historic British automaker to an alternative electric company. That video has around 330 thousand likes on Instagram alone.
“I needed a creative outlet to to essentially bring my passions together,” Joubert stated. “I saw a social media space saturated with car influencers and I thought, you know what, there’s a gap in the market here for number plates. I feel like the industry hasn’t adapted fully to social media like other industries have, such as the car and watch industries.”
He continued, reflecting passionately on his work: “So I just saw the opportunity and threw everything at the wall until something stuck. From there, I refined it down and tried to prioritise quality over quantity.”
After just a few months in charge, Joubert’s success has been astounding, although he admits that there is always room for more growth. His account has captivated top racing drivers and influencers alike. “I’m lucky to be followed by IndyCar champion Dario Franchitti, former F1 driver Max Chilton…”
He pauses to think about the extensive list of names glued to his content. “Umm, who else? There’s a few insane people but just to name a few!” Scottish driver Franchitti won four IndyCar titles and three Indy 500’s in his illustrious career. Surrey-based Chilton made 35 Formula 1 starts for Marussia as well as 78 IndyCar races.
Joubert has his eyes firmly forward in the future. He still has to juggle his role on the account with his time job. In June, Joubert will gather over 60 enthusiasts for a community meet-up.
“So the plate meet is hopefully going to bring number plates and car meets into the social media age. I think it’s a unique take on a traditional car meet where instead of cars being sectioned by manufacturer or whatever, they’re sectioned by a number plate format.
“Cars are inherently tied to plates, they are their identities and I just have this gut feeling that it’s the right time to try it.”
