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Free calculator · Industry funnels

Dealer calculator: what does one delivery really cost?

Most enquiries never reach a test drive, and the margin on the vehicle is only part of what a sale earns. Put in your numbers and see what each delivery costs, what it leaves with loan, insurance and accessories, and what a buyer is worth once the workshop is counted.

Example numbers - replace with yours

Your result Used cars

Your funnel this month

Stage definitions

Count every stage the same way each month, so the numbers mean the same thing to everyone.

Enquiry
A call, WhatsApp message, form or walk-in asking about a model, a price, an offer or an exchange.
MQL (marketing-qualified)
An enquiry where the budget, model, year and buying timeline fit, and who replies.
SQL (sales-qualified)
A test drive booked for a date and time, at the showroom or at home.
Test drive done
The test drive happened.
Booking
The booking amount is paid for a vehicle.
Delivery
The vehicle is delivered and billed, after cancellations.

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The same numbers with one thing improved, worked out live.

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    How this is calculated
    1. Ad enquiries = ad spend ÷ cost per enquiry, or (ad spend ÷ cost per click) × click to enquiry rate. Enquiries = ad enquiries + enquiries from other channels. Spend = ad spend + other channels.
    2. MQLs = enquiries × % MQL. SQLs (test drives booked) = MQLs × % that book. Test drives done = SQLs × % that happen. Bookings = test drives done × % that book. Deliveries = bookings × % delivered. Cancelled = bookings − deliveries.
    3. Cost per enquiry = spend ÷ enquiries. Marketing cost per test drive = spend ÷ test drives done. Test drive costs = test drives done × cost of one test drive. Test drive-to-sale = deliveries ÷ test drives done × 100.
    4. Cost per delivery = (spend + test drive costs) ÷ deliveries.
    5. Payouts per delivery = % with a loan × payout per loan + % insured × payout per policy. Both %s are of deliveries, so the payouts are averaged over every delivery.
    6. Gross profit per delivery = margin per vehicle + payouts per delivery + accessories margin per delivery. Profit per delivery = that − cost per delivery.
    7. Service margin per buyer in 12 months = % who service with you × paid visits a year × margin per visit. 12-month customer value = gross profit per delivery + that.
    8. The month: margin = deliveries × margin per vehicle; payouts = deliveries × payouts per delivery; accessories = deliveries × accessories margin. Gross profit = deliveries × gross profit per delivery. Profit = gross profit − spend − test drive costs. With 12 months of service = profit + deliveries × service margin per buyer.

    Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.

    Questions

    About this calculator

    An MQL is an enquiry where the model, budget and buying timeline fit, from someone who replies. An SQL is a test drive booked for a date and time, at the showroom or at home. Counting both shows whether you lose buyers on the phone or after the drive.

    As a rupee payout per attached sale, times the share of deliveries that take it. So 60% of deliveries with a loan at ₹8,000 adds ₹4,800 to every delivery on average. Both shares are of deliveries, not of enquiries.

    A buyer who services with you brings margin every year. The 12-month value adds the share who come back × paid visits × your margin per visit. Change those under the advanced inputs.

    No. They are starting values so the page is not empty, and the page says so. Replace them with your own from your enquiry register, sales records and workshop billing.
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