Ford confirms ‘Yours to Discover’ will be replaced on Ontario licence plates

Thestar.com
April 2, 2019
Robert Benzie

Ontario’s long-standing “Yours to Discover” licence plate slogan is about to expire.

Premier Doug Ford has confirmed what the Star and Global News reported Friday: his Progressive Conservative government is changing the motto that’s adorned plates since 1982.

Premier Doug Ford says Ontario’s Progressive Conservative government is changing the motto that’s adorned the province’s licence plates since 1982.

“I can’t comment until the budget, but we are going to make some changes there. So, I can’t divulge exactly what they say,” Ford said Monday, noting the new slogans will be unveiled in Finance Minister Vic Fedeli’s April 11 budget.

“Open For Business,” is being considered for the black-on-white commercial plates used by trucks and other industrial vehicles.

But a different motto will be on blue-on-white passenger vehicle plates.

Conservative sources emphasize it will not be a campaign slogan such as “For The People.”

An insider, speaking on condition of anonymity in order to discuss government machinations, said the government is also looking at following Quebec and many American states by getting rid of front licence plates.

“This initiative will see us refresh a licence plate design that’s been relatively unchanged since the 1960’s and -- depending on the slogan chosen -- help to rebrand Ontario as a business-friendly province,” according to an internal government document obtained by the Star.

Consumer and Government Services Minister Bill Walker defended the looming changes.

“We’re proud, under Premier Ford, to say that Ontario is open for business,” said Walker.

“We’re open for jobs, and we’re going to promote that at every opportunity we can, whether it be through licence plates or signs at the border or just every day in our actions in our communities. We’re open for business. We’re open for jobs,” he said.

NDP MPP Taras Natyshak derided the initiative, saying “taxpayers of Ontario will be paying for their mandatory PC party vanity plates.”

“The premier clearly spends a lot of time thinking about cars and vans,” said Natyshak (Essex), referring to Ford’s abandoned pitch for an OPP van equipped with $50,000 in custom upgrades, including a 32-inch TV and a mini-fridge.

“We all remember the detailed blueprints he provided for the reclining leather couch in his personal pleasure wagon, but forcing cars to support a vanity plate with a PC Party slogan at taxpayers’ expense, that you can’t keep off the books,” said the New Democrat.

Natyshak asked “what research the government has proving that the main barrier to attracting business in Ontario is a lack of appropriate messaging on licence plates.”

The government replaced “Yours to Discover” on 25 border-crossing signs with “Open For Business” at a cost to taxpayers of $106,000.