The pros and cons of vehicle wraps for advertising: Is it right for your business?

Author:

Mark Burnell

Mark has over 25 years of design agency experience and is used to working with multiple brands and the most challenging of client briefs. Having studied Product Design at Bournemouth University, his claim to fame is that he created and developed Mazuma Mobile’s brand identity, supporting its growth from concept to a multimillion pound company.

Posted:

20/06/2025

If you’re a business owner looking to expand your reach and make an impact with mobile advertising, you may have considered wrapping your vehicle with an eye-catching design. Vehicle wraps have become a popular way for businesses to increase brand awareness, as they transform cars, vans, and even trailers into moving billboards. But before you dive into vehicle wrapping, it’s worth considering both the pros and cons to determine if it’s the right choice for your marketing strategy.

What is a vehicle wrap?

A vehicle wrap involves covering a vehicle with large sheets of printed vinyl that can display your business name, logo, services, and visuals. Unlike traditional paint jobs, wraps are fully customisable, removable, and can be tailored to cover a portion or the entirety of the vehicle.

Let’s dive into the benefits and drawbacks.

Extra Fit Personal Trainer - Branded Van - Vehicle Wrap

The pros of vehicle wraps for advertising

High visibility and constant exposure

Benefit: Vehicle wraps turn your car or van into a mobile advertisement that’s constantly exposed to thousands of people as you drive or park. This exposure can significantly increase brand visibility, especially in densely populated areas or busy city streets.
Example: A business with a wrapped vehicle that’s frequently in high-traffic areas can potentially reach tens of thousands of eyes daily, maximising ad impressions.

Cost-effective over time

Benefit: Compared to billboards, radio ads, or digital marketing, a vehicle wrap is a one-time investment that can last several years. Once applied, the cost of exposure per mile is minimal, making it an efficient long-term advertising option.
Example: While digital ads require continual spending, vehicle wraps offer round-the-clock exposure without ongoing fees after the initial cost.

Localised targeting

Benefit: If your business serves a local market, driving around the area with a branded vehicle can help you connect directly with nearby potential customers. People in the community get repeated impressions, which builds brand familiarity and trust.
Example: A local landscaping company can reinforce its presence by simply driving through the neighbourhoods it serves, ensuring residents recognise its brand.

Professional and eye-catching design

Benefit: With creative designs and vibrant colours, vehicle wraps are visually engaging. They can turn any vehicle into a professional-looking advertisement, providing a more modern and polished look compared to magnetic signs or decals.
Example: Companies like food delivery services, removals firms, or plumbers can use bright, catchy designs to ensure people notice their brand.

Protection for your vehicle

Benefit: Wraps provide a protective layer over the original paint, shielding it from scratches, weather damage, and sun exposure. If you decide to sell the vehicle later, you can remove the wrap to reveal the paint in good condition.
Example: Business owners often resell their vehicles after a few years, and the wrap can help preserve the vehicle’s resale value

The cons of vehicle wraps for advertising

Initial cost

Drawback: While a wrap is a one-time investment, the upfront cost can be substantial, typically ranging from £1,500 to £4,000 depending on the size and complexity of the design. This may be a barrier for small businesses or start-ups.
Example: A small café with limited marketing funds may struggle to allocate resources for a vehicle wrap compared to lower-cost digital ads.

Limited reach outside your area

Drawback: A wrapped vehicle can only reach the audience in areas you frequently drive, meaning its impact is limited to your geographic location. This may not be ideal for businesses targeting a wider or national audience.
Example: An e-commerce business that sells nationwide may find that a vehicle wrap doesn’t provide the broad reach it needs for effective marketing.

Design & installation complexity

Drawback: The wrap design must be high-quality and professionally installed to look appealing. Poor design or sloppy installation can hurt the brand’s image rather than enhance it. Additionally, intricate designs may increase the overall cost.
Example: Businesses with elaborate designs or logos may need more time and money to produce a wrap that represents their brand well, which can be challenging for those on a budget.

Potential maintenance issues

Drawback: Vehicle wraps need regular maintenance to keep them looking fresh. Dirt, grime, and UV exposure can cause fading or peeling over time, which can affect the professional appearance of your mobile advertisement.
Example: Businesses that use their vehicles in rough or dirty environments may find wraps harder to maintain and may need more frequent replacements.

Parking limitations

Drawback: Some areas may restrict or limit parking for commercial vehicles, especially in residential zones. A wrapped vehicle advertising a business may attract unwanted attention, particularly in places with regulations against commercial advertising.
Example: A contractor with a wrapped vehicle may face parking challenges if certain areas that prohibit commercial vehicles with visible advertising.

Is a vehicle wrap right for your business?

Deciding whether to invest in a vehicle wrap depends on several factors: your target audience, budget, and local market. If your business primarily serves a local community and you have the budget, a vehicle wrap can be a powerful, eye-catching advertising tool. However, if your budget is tight or your business operates nationally, other advertising channels like social media or Google ads might offer a more cost-effective way to reach your goals.

Summary

Vehicle wraps are highly effective for local brand visibility and offer an affordable long-term advertising solution. But they do require careful consideration, particularly around design, maintenance, and regional reach. Ultimately, a wrap can turn a standard vehicle into a mobile marketing powerhouse—if it’s the right fit for your business needs and budget.

Whether you’re ready to drive your brand to new heights or just testing the waters, weigh the pros and cons carefully to ensure vehicle wraps align with your broader marketing strategy.