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New Dealership Survey Finds Paint Protection Film (PPF) Can Add up to 15% to a Vehicle's Resale Value
92% of U.S. Auto Dealers Surveyed Believe PPF Creates Higher Resale Value
Jan. 28, 2026 at 8:23am
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A new national survey of U.S. automotive dealership professionals reveals that adding paint protection film (PPF) to a new vehicle's exterior surfaces can significantly increase its resale value, with gains of up to 15%. The study found that 96% of respondents believe applying PPF to all of a new vehicle's painted surfaces helps retain more of its value over the initial ownership period.
Why it matters
These findings come against a backdrop of historically high new-car costs and shifting consumer behavior, where the average price of a new car in the U.S. was over $50,000 for the first time ever in 2025 and many owners are holding onto their vehicles longer. Given these trends, PPF isn't just cosmetic - it's an investment in long-term value.
The details
The study found that 70% of respondents cited value-retention gains of up to 15% for vehicles with PPF applied to all exterior surfaces. More than 90% of respondents also say that PPF applied to a new vehicle should give owners greater confidence in the resale value of their vehicle when it's time to trade in or sell. Dealership decision-makers overwhelmingly agree that PPF contributes to stronger resale pricing and customer satisfaction, with 92% saying vehicles with PPF applied to all exterior surfaces when new would have a higher resale value as pre-owned inventory.
- The Car Dealers Survey Report was conducted in June 2025.
The players
XPEL, Inc.
A global leader in protective films and coatings, including automotive paint protection film, surface protection film, automotive and architectural window films, and ceramic coatings.
Tony Rimas
VP of Revenue at XPEL.
What they’re saying
“Auto dealers agree, quality PPF protects more than just a new vehicle's paint. In today's market, where the average cost of a new car is nearly $50,000, PPF also helps owners protect their investment – whether that be via full-vehicle PPF coverage or front-end only coverage.”
— Tony Rimas, VP of Revenue (XPEL)
The takeaway
As new car prices continue to rise and consumers hold onto their vehicles longer, paint protection film (PPF) is becoming an increasingly valuable investment to help protect a vehicle's resale value. Dealerships overwhelmingly agree that PPF, whether applied to the full exterior or just the front end, can significantly boost a vehicle's resale price when it comes time to trade in or sell.
