Purchase Intentions Among Car Buyers Now Offered in Monthly Report

AutoVIBES Trends New Vehicle Launch's Effect on In-Market Car Buyers

ROCHESTER, N.Y. and IRVINE, Calif., Oct. 27 -- Harris Interactive(R) and Kelley Blue Book have formed a strategic alliance to deliver the "AutoVIBES" report, (VIBES: Vehicle Introduction Brand Excitement Scale) a new and unique report for the auto industry revealing consumer awareness levels of new vehicle nameplates as they enter the marketplace as well as other key automotive marketing information. AutoVIBES, based on a monthly omnibus poll, provides auto manufacturers, marketers and advertisers an informative and efficient way to measure and monitor the new nameplate buy intentions of in-market car buyers on an ongoing basis.

As new vehicle models are introduced into the marketplace, Harris Interactive and Kelley Blue Book will track and trend which new nameplates are garnering the greatest amount of 'buzz' or interest among the car buying public. Buzz is defined as awareness, consumer favorability, overall impression and likelihood of purchasing vehicles that have been introduced in 2003 or will be introduced in the 2004 model year. The top new vehicles having the greatest impact on the marketplace will be announced each month.

"AutoVIBES allows OEMs to gauge reactions of car buyers in the middle of the shopping process," Lois Sumberg, senior vice president of automotive research at Harris Interactive said, "Automakers can find important information within the AutoVIBES report early in the launch process, making it possible to modify marketing strategies while consumers are still shopping. And, conversely, they may see that their launch strategies are right on cue."

Trend data on new nameplates is just a portion of the data available to the automotive industry from the Harris Interactive-Kelley Blue Book AutoVIBES report. Additionally, this omnibus study can provide insights about:

  * Consumer reliance on incentives
  * Brand loyalty (vehicle brands consumers are giving up v. brands they
    intend to buy)
  * Personal financial confidence rating for buying a new vehicle
  * Demographic information of in-market car buyers

Automotive manufacturers and other auto-related companies have the ability to include proprietary questions in the study for their own marketing and research purposes.

"Inserting proprietary questions into the omnibus offers OEMs a unique opportunity to quickly and inexpensively collect the opinions of in-market vehicle shoppers," said Rick Wainschel, director of marketing research, Kelley Blue Book.

AutoVIBES is a monthly omnibus survey of 1,000 in-market car buyers who plan to purchase or lease a new vehicle within the next 12 months. The survey is conducted on Kelley Blue Book's Web site (www.kbb.com), the most visited Web site among in-market car buyers. Design and analysis of the study are done jointly by Harris Interactive and Kelley Blue Book Marketing Research.

Limited results from the first wave of the AutoVIBES study will be made public in early November. Full results of the monthly AutoVIBES report are available on a subscription basis. For more information about this study, inserting proprietary questions or subscribing, please contact Kelley Blue Book at 949-268-3074 or Harris Interactive at 877-919-4765.

About Harris Interactive(R)

Harris Interactive (www.harrisinteractive.com) is a worldwide market research and consulting firm best known for The Harris Poll(R), and for pioneering the Internet method to conduct scientifically accurate market research. Headquartered in Rochester, New York, U.S.A., Harris Interactive combines proprietary methodologies and technology with expertise in predictive, custom and strategic research. The Company conducts international research through wholly owned subsidiaries -- London-based HI Europe (www.hieurope.com) and Tokyo-based Harris Interactive Japan -- as well as through the Harris Interactive Global Network of local market -- and opinion-research firms, and various U.S. offices. EOE M/F/D/V

To become a member of the Harris Poll Online(SM) and be invited to participate in future online surveys, visit www.harrispollonline.com.

Snides Remarks: I know it sounds like sour grapes but once again a product that was invented here at The Auto Channel becomes commercialized by another 6 years later...TACH weekly scorecard of New Vehicle Searches was published on line in 1997. Hey guys what the heck is wrong with youse???