Why do some car brand/model cue registrations cost more than others?

Price is driven by the exact character combination, rarity and demand. Plates that are short, obvious, or close to a “perfect” brand/model cue are usually pricier because more buyers want them. If you want the same brand feel for less, try one-character near-matches (swap a letter/number) or use a model/abbreviation cue instead of a full word.