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Press release July 22, 2011 Motor & Transport


UV light etchv2

Datatag, the market leading security products provider and
the power behind the official UK plant security and registration scheme-CESAR,
used the Driffield Show, the UK’s largest one day agricultural show, to launch
a new security and identification system for all types of 4 x 4 vehicles.

Datatag launched the new and innovative security system in
conjunction with Humberside Police. Thieves have stolen 19 4x4 vehicles in the
last 6 months in the Humberside patch. A number of the stolen vehicles were
Land Rover Defenders belonging to farmers in the region. 4 x 4 vehicles, which can cost anything from
£20,000 to £80,000, are stolen by organised and opportunist thieves. Many
stolen vehicles are ‘broken’ for their parts, which are sold on through the
internet, or at specialist car ‘meets’.

PC Julie Turrell, Rural Community Beat Officer, who
introduced the Datatag system to the East Riding said: “Following the increase
in 4 X 4 thefts on our patch I visited the Land Rover Owners Show and spoke to
people from the rural community about how the police could help them and what
security measures we can adopt to prevent thefts. Last year Humberside Police
launched CESAR, the official security and registration system for agricultural equipment,
which has worked really well. Over 50 local farmers have adopted CESAR, since
we launched it locally, and so it seemed silly not to adopt a similar system,
also from Datatag, for 4x4 vehicles”.

The new Datatag 4 x 4 system provides everything necessary
to give each vehicle a unique ‘fingerprint’. An array of ‘state-of-the-art’
technology is employed including Radio-frequency identification (RFID)
transponders, forensic DNA, Datadots, and, UV stealth etching technology. Overt
warning labels are provided as a warning to would-be thieves to keep away.
Because Datatag is a ‘known name’, the warning labels act a powerful deterrent
against theft. Thieves regard Datatag equipped vehicles as ‘too hot to handle’.

The Datatag system, which has to be fitted by an approved and
CRB checked installer, takes approximately 60 minutes to fit to the average 4 x
4 vehicle. Proof of ownership and proof of identity of the vehicle has to be
provided by the owner before the kit can be fitted. The Datatag system secures
a vehicle for life with a simple and relatively low one-off cost. There are no
monthly instalments or annual fees to pay. Once the system is fitted and the
vehicle registered, on the secure Datatag database, it’s protected for life. If
the vehicle is sold, the new owner can re-register the vehicle in his/her name
for a nominal one-off cost.

An approved Datatag technician fitted a kit to a Land Rover
Defender, supplied by local dealer Armstrong Massey, during the morning of the

The new Datatag 4 x 4 system has Thatcham Quality
Accreditation (TQA®). TQA® is a robust verification programme for automotive
products, equipment, and services. It concentrates on verifying quality in the
manufacture, design, and performance of a product or service.

Police forces up and down the country are already equipped
with Datatag scanners that can ‘read’ the hidden transponders to help identify
the rightful owner even if the registration and VIN plates have been removed.

The new Datatag 4 x 4 system protects the vehicle itself and
the individual components that are marked. The liquid DNA and microscopic
Datatdots®, which are painted around the vehicle body and on various
components, are impossible to remove completely and even the slightest trace
can lead to a positive identification and recovery. The liquid DNA and
microscopic Datatdots® are ideal for use on the valuable components that are
easy to remove from the vehicle and to sell-on. These include bonnets, doors, wheels
and tyres, brake rotors and callipers, and aluminium radiators and heat

Datatag security technology acts as a powerful deterrent to
theft and an invaluable aid in identification and recovery. One microscopic
trace of liquid DNA is sufficient for police crime labs to identify positively the
vehicle the component came from and the rightful owner.

The uniquely numbered stencils in the system are designed
for use with the special Ultra Violet chemical etching compound that is
supplied in the kit. The stencils are designed to be used on ABS (Acrylonitrile
butadiene styrene) plastic
components like light clusters or glove box lids or on the inside of painted
metal panels, doors and bonnets for example.

The Datatag security and registration system is available
through a network of specialist and approved installers. The Datatag 4 x 4 system
costs £219.00 (including VAT) fitted by an approved installer.

See the web site at
for more details.


Image © 2011 Datatag ID Limited-permission for reproduction,
in print or on the internet, in the context of this release is granted.

Image shows, left Kevin Howells (Managing Director-Datatag
ID Limited) and right Peter Billam-Director and General Manager-Armstrong
Massey LAND ROVER dealer)

Issued by Dark Arts Marketing on behalf of Datatag ID

John Bradley [email protected] 01332 856 323/07872 600 868 or Faye Coton [email protected]
01332 856 999/07977 246 292


Motor & Transport