Definition
Per vehicle retailed (PVR) is a dealership measure of average gross profit for each vehicle sold at retail. It’s calculated by dividing gross profit for a period by the number of retail units delivered in that period. The term is most often used for F&I income per vehicle, but it can also describe front-end or total gross.
Pasch Group Dealer Glossary
What it means for a dealership
Retail units are vehicles sold to consumers, so wholesale units are left out. That’s why counting rules matter. Some stores also exclude fleet deals, leases or older units, which raises the result. Comparing PVR across stores, managers or vendors only works when everyone counts the same way.
F&I PVR adds finance reserve and product income, then divides by retail units. It’s a useful headline number, but it hides the mix. Two stores with the same PVR can get there very differently, one mostly from finance reserve and another from service contracts and GAP. That’s why many managers also track product penetration, products per retail unit and income by source.
Front-end PVR measures the profit on the vehicle itself, and total PVR combines front and back. Watching both shows whether gross is coming from the vehicle deal or being made up in F&I.
Questions
How do you calculate F&I PVR?
Add up F&I gross profit for the period, including finance reserve and product income, and divide it by the number of new and used vehicles retailed in the same period. Agree on which units count, such as leases and fleet deals, before comparing results.
Updated October 11, 2026