Steve took advantage of a loophole in the law. Apparently, when you're leasing a car, you can go 6 months without needing a license plate. So, Steve would just trade in his car every 6 months for an identical one. This means he could legally drive without plates at any time.
The deal was mutually beneficial, as the car dealership would be able to continue making money, and they can sell a car every 6 months that "used to belong to Steve Jobs".
Why'd he do it? Perhaps he thought the license plate ruined the design of the car. The SL55 AMG is a great looking car, it's completely understandable that he'd want to preserve its good looks. Steve loved good design, and really appreciated the beauty of cars, so maybe this was his motivation after-all.
via AppleInsider
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