Wisconsin DMV Considers New Iola Old Car Show Specialty License Plate; Public Comment Open Through Sept. 18

The Wisconsin Department of Transportation’s Division of Motor Vehicles has announced a new specialty license plate proposal that celebrates a beloved summer tradition.  In a release dated Aug. 19, 2025, the DMV explained that it received an application from Iola Old Car Show, Inc., the non‑profit organization that organizes the annual Iola Car Show and Swap Meet in central Wisconsin.  The submission kicks off a public review process required before any special group plate is authorized【948106099672121†L214-L246】.

Held every July for more than 50 years, the Iola Car Show draws around 120,000 participants and is one of the Midwest’s largest classic car gatherings.  Admission fees and vendor proceeds support approximately 120 non‑profit, civic and community organizations in the region.  Organizers estimate the event generates an economic impact of more than $30 million each year and has distributed over $10 million in direct funding to volunteer groups over the past five decades【948106099672121†L222-L229】.  A specialty license plate honoring the show would allow fans to display their enthusiasm year‑round while providing an additional revenue stream to support the show’s charitable mission.

Under the proposal, motorists who choose the Iola Old Car Show plate would pay a $25 donation at issuance and again at each annual registration renewal.  The donation would be collected in addition to standard registration fees and a one‑time issuance fee, with the funds directed to the organization’s charitable causes【948106099672121†L231-L234】.  Before the plate can be approved, however, state law requires a public comment period.  Members of the public may review the application and submit objections via the Wisconsin DMV’s special group review website through Sept. 18, 2025.  Any objections will be forwarded to the state legislative Transportation Committee, which will ultimately decide whether the plate is authorized【948106099672121†L236-L245】.

The DMV notes that it currently offers 68 authorized special group plates supporting a range of schools, military units, charities and other causes, and motorists can order those plates or personalize standard plates at wisconsindmv.gov/specialplates【948106099672121†L248-L250】.  Creating a new plate for the Iola show would add another option while helping ensure the long‑running event continues to benefit local charities.  During the comment period, supporters and opponents alike are encouraged to share feedback on the proposal.  Once the review closes, the Transportation Committee will consider public input, the organization’s eligibility and the plate’s potential impact before making a final determination.

Specialty license plates have become a popular way to showcase community pride and raise funds for worthy causes.  The proposed Iola Old Car Show plate offers both.  Drivers who enjoy the classic car show can display a unique plate while knowing their annual donation supports hundreds of civic and non‑profit groups.  Those interested in viewing the application or submitting comments should visit wisconsindmv.gov/specialgroupreview before Sept. 18.  If approved, the plate would join Wisconsin’s growing catalog of specialty designs and help ensure the Iola Car Show continues to thrive for another half‑century.