Wisconsin drivers will have two new license plate options starting in January 2026: a sleek “Blackout” plate and a retro “Butter Yellow” design reminiscent of the 1970s. These plates aren’t just about aesthetics; the state projects they will generate over $25 million in revenue within the first three years.
New Designs, Familiar Appeal
Governor Evers unveiled the new plates alongside the Department of Transportation (WisDOT). The “Blackout” plate features white lettering on a black background, while the “Butter Yellow” design aims for nostalgia with its classic yellow-and-black color scheme. WisDOT Secretary Kristina Boardman confirmed that achieving the correct shade of yellow was a priority, as many residents grew up with similar plates.
The state’s decision to introduce these plates reflects a broader trend of states leveraging specialty license plates as revenue streams. Wisconsin isn’t alone; many states use plate designs as a way to fund infrastructure or other public projects.
Revenue Projections and Demand
WisDOT estimates that over half a million “Blackout” plates could be in circulation by 2029, based on demand in neighboring states. The pricing is simple: a $15 issuance fee and a $25 annual registration fee. Plates can be ordered online, at DMVs, or through dealers, with redesigned online systems promising delivery within a week for non-personalized options.
The state will use the sequence “ZAA” for “Blackout” plates and “YAA” for the retro designs. Personalized plates can include up to seven characters.
Why This Matters
This move highlights how states are increasingly turning to user fees for infrastructure and operational costs. By appealing to driver preferences (whether through modern aesthetics or nostalgia), Wisconsin can tap into a consistent revenue source without raising broad taxes. The success of these plates depends on how well they resonate with drivers, but early projections suggest strong demand.
The new plates represent a pragmatic approach to state budgeting, blending driver choice with financial practicality. Wisconsin’s move could serve as a model for other states looking to monetize vehicle registrations in a creative and appealing way.
