Dealer license plate
Licensed dealers are issued dealer registration plates for use on vehicles the dealership owns and offers for sale.
Licensed dealers should follow these requirements:
- Use the plate on vehicles offered for sale by the dealership. The plate may be used on these vehicles whether they are driven for business of personal purposes.
- Display a Wisconsin Buyers Guide or Monroney label on any vehicle displaying a dealer plate as proof the vehicle is owned and offered for sale by the dealership. (A label need not be displayed while driving a vehicle to or from a wholesale transaction.)
- Dealer plates may be used on loaner vehicles if the vehicles are offered for sale and display a Wisconsin Buyers Guide or Monroney label.
- Make sure vehicles used by employees are available for display at the dealership during business hours.
- Don’t use dealer plates on rental vehicles (they aren’t offered for sale while being used for rent.)
- Don’t use dealer plates on service vehicles and tow trucks.
- If you allow your spouse or children residing in your household to use dealer plates, do be certain the vehicle is actually labeled and offered for sale and available for display at the dealership during business hours. While this type of use is technically permitted, it has caused adverse public reaction.
- Improper use of dealer plates may result in an enforcement ticket.
Ordering additional plates or replacing plates
The fee for each additional dealer plate is $10. The fee for a replacement plate is $4. It can take up to 4-5 weeks to receive your plates in the mail.
Apply by using:
MV2176 Additional or Replacement Plates Application (Dealers)
How to report lost or stolen plates
Contact the WisDOT Dealer & Agent Section,
dealerlicensingunit@dot.wi.gov, to report a lost or stolen plate. You’ll need to know the number of the plate that is missing. Before you report your missing plate, it’s a good idea to wait about a week to see if it turns up. If you find a plate after you’ve reported it missing, destroy it. It will already have been reported missing to law enforcement officials statewide, and you could be ticketed for using it.
Mail
MV2176 to:
Wisconsin Dept of Transportation
Dealer & Agent Section
P.O. Box 7909
Madison, WI 53707-7909
Questions?