So when buying two new electric Tesla motors, Capital Cars boss Stephen Rose felt he needed a little extra.
He forked out on £130,000 worth of personalised number plates - one of which, TAX1, is worth more than the car it sits on.
“We see it as a long-term investment,” said Elaine Lamb of Gorgie-based Capital Cars. “People are definitely talking about it and it’s great for business.”
The two plates were picked up at an auction down south - TAX15 for £38,000 and TAX1 for an eye-watering £92,000, including indemnity.
“It’s a bit tongue in cheek as well because we’re a private hire firm rather than taxis,” joked Elaine.
The two Teslas are now available by special request and are already proving a hit with punters.
“They’re really good,” said Elaine. “I’m a real petrol-head but even I’m a convert. They’ve got a range of 250 miles so we’ll be doing tours in them.”