They're probably claiming the entire truck as a business expense because of the wrap. Therefore, they're able to basically buy it with untaxed money, saving whatever their effective business tax rate is on the $100k or whatever. Of course, stuff like that is usually a bit of light tax fraud, because many small business owners just want a big expensive truck, but putting advertising on the car you drive for personal use doesn't make every mile a business mile. You can deduct the wrap itself, and if you are diligent you can deduct a reasonable and justifiable amount based on the advertising value and actual business use, but especially for shop owners, this is just tacky business owners hoping they don't get audited.