At first glance, you’d think this is just another Lamborghini Urus spot, something that’s become almost a daily occurrence on Swiss roads. But take a closer look and you’ll notice something very special: the license plate. This particular Urus is sporting “ZH 24,” and that’s no ordinary number. It’s the most expensive license plate ever auctioned in Switzerland.
On the evening of July 3rd, 2024, the Zurich license plate ZH 24 went under the hammer and smashed records with a final bid of 299,000 CHF. That’s right, nearly 300k for a pair of characters on a piece of metal. All proceeds from the auction went straight into the Zürcher Staatskasse (Zurich’s state treasury), marking it as the highest-earning plate in the history of Zurich’s license plate auctions, which have been running since 1995. It also holds the title for the lowest-numbered plate ever auctioned in the canton.
The reason behind the auction? A celebration of Switzerland’s national football team qualifying for the Round of 16 at the UEFA Euro 2024. Talk about national pride on four wheels.
A plate that costs more than the car? Now here’s where things get wild: ZH 24 is actually worth more than the Urus it's mounted on. Seriously.
To put it into perspective:
• The cheapest Lamborghini Urus currently for sale in Switzerland is a 2018 model with 89,500 km, listed at 179,000 CHF.
• For just under 300k, you could instead pick up a brand-new 2025 Urus S with only 59 km on it.
• Or, if you're feeling a bit more hardcore, there's the 2023 Urus Performante with just 15,500 km going for 299,000 CHF.
So yes, this license plate alone could've bought TWO Urus SUVs, depending on the spec. It’s the kind of luxury flex you'd expect in Dubai, not usually in the understated Swiss scene.
Urus: Switzerland’s new G-Wagon?
Let’s be honest, the Lamborghini Urus has become what the G 63 AMG once was in Switzerland: a status symbol, but one that you now spot almost everywhere. Since its debut in 2017, Lamborghini has sold over 29,000 units of the Urus globally, in various trims and iterations. It’s no longer an exotic rarity, but with a license plate like ZH 24, this particular Urus still manages to stand out in a sea of V8-powered luxury.
A Lamborghini Urus may not turn heads like it used to, but slap the most expensive plate in Swiss history on it, and suddenly it’s got everyone’s attention again. “ZH 24” isn’t just a number, it’s a statement. A 300k piece of metal that says, I’ve arrived. And the best part? You’re still driving a Lamborghini.
Click on the photo for more photo's of this spot!
