Vehicle wraps are the most underpriced form of advertising in 2026. A $4,000 fleet van wrap generates 30,000-70,000 daily impressions in a metro area. At those numbers, the CPM (cost per thousand impressions) beats every digital and out-of-home channel by 10x. Here's how to spec a commercial wrap that actually drives leads.
What commercial wraps cost
| Vehicle type | Full wrap (printed graphics) | Partial wrap |
|---|---|---|
| Sedan / hatchback | $2,800 – $4,500 | $1,200 – $2,000 |
| Cargo van (Transit, Sprinter) | $3,800 – $6,500 | $1,800 – $3,000 |
| Box truck | $5,500 – $9,500 | $2,500 – $4,500 |
| Pickup truck | $3,200 – $5,500 | $1,400 – $2,500 |
| Sprinter / luxury shuttle | $5,500 – $9,000 | $2,200 – $3,800 |
| Semi trailer (53' box) | $8,000 – $15,000 | $3,000 – $6,000 |
Commercial wraps use printed cast vinyl — typically 3M IJ180Cv3 with 8519/8520 laminate, or Avery MPI 1105 with DOL series laminate. The laminate is critical: it provides the UV protection that lets the wrap last 5-7 years outdoors.
The ROI math
This is the calculation that should be on every fleet manager's whiteboard:
- Cargo van in a metro area: 30,000-70,000 daily impressions
- Box truck: 50,000-110,000 daily impressions
- Sedan with light graphics: 12,000-25,000 daily impressions
A $4,500 wrap on a cargo van, amortized over a 5-year life:
- $4,500 ÷ 5 years ÷ 250 working days = $3.60/day
- At 50,000 impressions/day: $0.07 CPM
For reference: Facebook ads run $7-15 CPM. Billboards run $4-12 CPM. Vehicle wraps are 50-200x cheaper per impression.
What makes a commercial wrap actually work
The CPM math assumes people see and remember the wrap. Bad wraps don't get remembered. Three rules:
1. Phone number bigger than your logo
The single most-violated rule. Your logo doesn't generate calls. Your phone number generates calls. The number should be readable from 30 feet at a stoplight. That means 6-inch tall digits minimum on a van side.
2. One headline, one CTA
"Plumbing repairs · 24 hours · (555) 123-4567" is great. Three services + tagline + Instagram handle + QR code + Better Business Bureau logo is unreadable. Pick one offer, one action.
3. Contrast and simplicity
The wrap will be seen for 2-4 seconds at most. Light type on dark background or vice versa. No drop shadows. No script fonts. No clip art photos overlaid.
Common commercial wrap mistakes
- Tiny phone number in the corner. The whole point is the phone number.
- Photo of an employee. Doesn't tell people what you do.
- Email address but no phone. Nobody is emailing your van from a stoplight.
- QR code as the primary CTA. Drivers cannot scan QR codes while driving. Phone numbers work.
- Identical wrap across mixed vehicle types. A design that works on a box truck looks terrible on a sedan. Design per vehicle type.
- Skimping on lamination. Unlaminated printed vinyl fades in 12-18 months. Always laminate.
Fleet vs single vehicle
Fleet wraps (10+ vehicles, same design) command volume discounts of 15-30% per vehicle. Expect to provide vector artwork once, then per-vehicle install costs only.
Fleet branding consistency matters: every truck in your fleet should look like it came from the same company. Inconsistent fleets read as "uncoordinated" — which is the opposite of the trust signal you want when a plumbing van pulls up to a $400 service call.
Design files to give your wrap shop
- Vector logo (.ai, .eps, or .svg) — never raster JPEGs
- Brand color codes (Pantone PMS + CMYK)
- Specific font files or named alternatives
- Hierarchy of information (what's most important to least)
- A reference photo of the actual vehicle (year/trim — every Sprinter looks slightly different)
Most shops will design for you if you don't have a designer. Budget $300-800 for design depending on complexity.
Tax treatment in the US
Commercial vehicle wraps used for business advertising are generally a deductible business expense — typically capitalized and amortized over their useful life (or sometimes expensed in year one under Section 179, depending on amount and your accountant's strategy). Talk to your accountant, not the wrap shop, about the right treatment.
Find a fleet wrap installer →Related: Wrap cost calculator · Wrap lifespan