Lasse Loses His Iconic License Plate After 30 Years

Lasse Adolfsson must part with his personalized license plate after 30 years.

Lasse Adolfsson has spent his life in the graphic industry, traveling across Sweden and Finland selling printing presses. One of the companies he represented had a printing press program named Rapida, inspiring his personalized license plate. "Initially, it was more about advertising my work. Over time, it became personal, with people recognizing and waving at me," says Lasse Adolfsson. In 1995, Lasse first received the right to use his personalized plate. However, this spring, he was informed that he could no longer use it, as first reported by UNT. "It's a bit sad; I've been associated with this plate for 30 years, known as Mr. Rapida in Sweden," says Lasse Adolfsson.

Rejected After 30 Years

In April, the Swedish Transport Agency decided that Lasse could no longer use his plate. One criterion for rejection is that the plate suggests speed, according to the agency's decision. They also state that a personalized plate must not be designed in a way that could cause offense or inconvenience.

The decision cannot be appealed, which is what upsets Lasse Adolfsson the most: "It's astonishing that it can't be reconsidered in a democratic country like Sweden," he says.

Transport Agency's Response

Investigator Daniel Augustini from the Swedish Transport Agency was not involved in the decision but tells UNT that the agency stands by it: "There are certain implications we don't find suitable for traffic, such as suggestions of speeding. Speeding is not something we, as an agency, encourage." The fact that the plate's name refers to a printing press might have been considered in previous decisions, according to Daniel Augustini: "But if you say 'rapida' to the average person, I think most would think of the English word 'rapid,' not printing presses." Decisions on license plates cannot be appealed, Augustini tells UNT. Formally, an appeal can be submitted to the agency, which then forwards it to the court, but it is unlikely the court will take up the matter.