The main difference between Xpel and StonGard is the number of pieces each uses. StonGard kits will generally be less broken-up than Xpel kits. If you don't mind lots of edges that can collect wax or dirt and be difficult to clean (making the film more visible), Xpel might save you some money.
Take, for example, the E90 bumper. Xpel does the bumper in four main pieces (not including washers or the tow plug). StonGard does it in two. StonGard also covers the mirror in one piece, where Xpel takes two to cover the same area.
StonGard kits will also protect inside the door handles (preventing scratches from fingernails and rings) and the edges of the doors.
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