Investing in an aerial lift is a big decision for any rental company. It’s not just about the purchase price; it’s about understanding whether that investment will generate enough income to justify the cost. That’s where Return on Investment (ROI) comes in. ROI isn’t just a number; it’s a strategic tool that helps you predict profitability, manage risk, and make smarter buying decisions.
Why ROI Matters
ROI is essentially a performance indicator that shows how quickly your equipment pays for itself. A strong ROI means your lift is generating revenue efficiently, while a weak ROI could signal underutilization or hidden costs eating into profits.
When calculating ROI, look beyond rental income. A complete picture includes operating costs, utilization rates, and resale value. Ignoring these factors can lead to inaccurate results and poor investment decisions. That’s why choosing a reliable equipment manufacturer matters—quality and support can reduce downtime, control costs, and protect your ROI over the long term.
The ROI Formula Explained
The basic formula is:
For aerial lifts, Total Gain includes rental revenue plus resale value, minus operating costs. Cost of Investment is your purchase price. This means ROI isn’t just about how much you earn, but about how much you keep after expenses.
Operating Costs: The Silent Profit Killer
One of the most overlooked factors in ROI calculations is operating costs. These include maintenance, insurance, transportation, and fuel. Even if your rental rates are strong, high operating costs can erode profitability over time. That’s why it’s critical to factor them in from the start.
Here’s where DINOlift stands out: every new model comes with a 3-year warranty on major components, which dramatically reduces unexpected repair expenses. This warranty doesn’t eliminate operating costs entirely, but it makes them predictable, giving you confidence in your ROI projections.
How to Calculate ROI Step by Step
Start by estimating your annual rental revenue:
Next, project revenue over three years, add the estimated resale value, subtract operating costs, and compare the result to your purchase price. This gives you a clear picture of long-term profitability.
Example 1: DINOlift 92 RXT
Suppose you purchase a DINOlift 92 RXT for $215,000.
With a daily rental rate of $850 and 160 rental days per year, your annual revenue is $136,000.
Over three years, that’s $408,000.
Add an estimated resale value of $96,750, then subtract operating costs of about $5,000 (thanks to warranty coverage).
Your total return is $499,750.
Compared to your initial investment of $215,000, that’s a 132% ROI—you’ve more than doubled your investment.
Example 2: DINOlift 69XTII
For a smaller unit priced at $85,000, with a daily rental rate of $400 and the same utilization, your annual revenue is $64,000.
Over three years, that’s $192,000.
Add resale value ($38,250) and subtract operating costs ($3,750), and your total return is $226,500.
That’s a 166% ROI, making this unit exceptionally profitable.
Why This Matters
Industry benchmarks from ARA suggest that a 55–65% annual ROI is good, and 70%+ is strong. Both DINOlift examples exceed these benchmarks—even after accounting for operating costs. This highlights two key points:
- Operating costs matter—they can make or break your ROI.
- Warranty protection adds real value by keeping costs predictable and reducing risk.
When evaluating equipment, it’s important to look beyond the initial purchase price. By considering long-term factors such as operating costs, maintenance, and eventual resale value, you gain a complete picture of profitability, and not just a snapshot of first-year performance.
If you’re exploring whether a DINOlift is the right solution for your business, we invite you to connect with us at the ARA Show in Orlando, Florida. RBG Inc. is proud to support DINOlift at this year’s event, and our team will be on hand to showcase the equipment, answer your questions, and help you understand how DINOlift can fit into your operations.
Unable to attend the show? No problem! Browse our detailed DINOlift model guide online and reach out to one of our experienced sales executives anytime. We’re here to provide the insights you need to make an informed decision.
