Forest Dweller’s Quirky Car Sign Grabs Attention
“Bushman” Geir Johnsen Embraces Unique Identity in Østerdalen
Deep in the Norwegian forests, a retired man is making heads turn with his distinctive vehicle. Geir Johnsen, known locally as “Bushman,” has embraced a unique personal car sign that sparks smiles and curiosity.
A Personal Touch on the Road
Geir Johnsen, a 68-year-old who describes his lifestyle as a “wilderness farmer,” chose a personalized license plate for his vehicle. He explained that the idea stemmed from his retirement, wanting to establish a business focused on outdoor experiences.
The personalized sign, which cost NOK 9,000 in 2021, is meant to reflect his “messy style” and personality. “They grin, spout, and wave,” Johnsen said about the reactions his car elicits from passersby.
Embracing the “Bush Life”
Johnsen lives remotely in Østerdalen, cultivating vegetables and enjoying his nine grandchildren’s visits. His business, “Bushliv,” aims to offer people a taste of the traditional wilderness lifestyle.
He admits the idea for the sign was likely a “whim” but sees it as a fun way to stand out and market his ventures.
“The wife is in the madness,” Geir jokes about his partner, Anne Karin Kolberg Berg. “So we go like Mr and Mrs Bushman.”
—Geir Johnsen
The Norwegian Public Roads Administration confirms that personalized plates are a significant source of revenue, with funds often allocated to traffic safety initiatives. In 2021, over 14,000 personalized signs were registered in Norway, reflecting a growing trend in vehicle customization. For instance, similar personalized plates in the UK can range from hundreds to thousands of pounds, with some fetching record-breaking sums at auction.
The 68-year-old finds the reactions to his plate overwhelmingly positive, noting the smiles, laughter, and thumbs-up he receives. “People see that it fits with my personality,” he said.
The process for obtaining a personalized plate involves checking availability, applying digitally, awaiting approval, and paying the fee. While the initial cost is substantial, it grants exclusive rights for ten years, and the funds contribute to road safety efforts.
Johnsen acknowledges that the cost might seem high, but for him, it was a worthwhile investment at the time, particularly as a marketing tool for his business. “If it had gone straight into the treasury, the interest might not have been as great,” he commented.
Ultimately, Geir Johnsen‘s “Bushman” plate serves as a conversation starter, bringing a touch of lightheartedness to everyday life in the Norwegian countryside.
