PRU (Products Per Retail Unit)
Definition
The average number of F&I products sold per vehicle, calculated by dividing total products sold by total retail units delivered. A PRU of 2.0 means you are selling an average of 2 products per car.
Why It Matters
PRU is one of the most important performance metrics for F&I managers because it directly correlates with profitability. A higher PRU means you are maximizing the value of each customer interaction. The top 1% of F&I managers consistently achieve a PRU of 2.0 or higher.
Examples
- If you sold 100 cars and 180 F&I products, your PRU is 1.8
- Industry benchmarks: Below 1.5 (needs improvement), 1.5-2.0 (good), 2.0+ (top 1%)
Related Terms
PVR (Per Vehicle Retail)
The total average gross profit generated per retail unit, combining front-end and back-end income.
Penetration Rate
The percentage of customers who purchase a specific F&I product out of total retail units sold.
Backend Gross
Total profit generated in the finance office per retail unit, including products and finance reserve.