Polk Introduces Predictive Automotive Solutions Product

    SOUTHFIELD, Mich., April 30 R.L. Polk & Co. today
announced the launch of Garage Predictors, its latest automotive information
solutions product.  Designed specifically for dealers, manufacturers and
aftermarket companies, Garage Predictors offers automotive industry companies
the ability to maximize the effectiveness of marketing campaigns by selecting
households with a high probability of owning a particular type of vehicle, a
proven predictor of future vehicle needs.
    
Based on its nationwide automotive information database, Garage Predictors
is a series of 129 statistical models that rank households by their likelihood
of owning a given type of vehicle.  Users may select from several model
categories including vehicle manufacturer, type, model year, market value and
more.  The statistical models are based on multiple sources of data, including
household demographics and distributions of vehicles within neighborhoods.
   
 "Polk's Garage Predictors will help our customers better understand and
market in their chosen areas," said Mary McDonnell, senior vice president -
Strategic Markets, Polk.  "It is an excellent addition to our existing line of
Automotive Intelligence(TM) products that provide our customers with the most
sophisticated automotive marketing tools in the industry."
   
 Garage Predictors may be combined with demographic and lifestyle data to
further enhance market selections or to statistically model trade areas.  Both
applications assist users in developing highly effective and cost efficient
marketing campaigns while meeting all of the privacy requirements of the
Driver's Privacy Protection Act and related legislation.
    
"Consumers are bombarded with thousands of marketing messages daily, so it
is more important than ever to understand their preferences," said McDonnell.
"Garage Predictors helps automakers, retailers and aftermarket companies
identify potential markets for their products and services."