R. L. Polk & Co. Introduces Automotive Market Predictor

Polk Total Market Predictor(TM) Builds Showroom Traffic for OEMs and Dealers

    SOUTHFIELD, Mich., Jan. 29 -- R. L. Polk & Co. today
announced the launch of Polk Total Market Predictor(TM) (Polk TMP).  Polk TMP
is the latest automotive information solutions product from the leader in
Automotive Intelligence(TM), and will be featured at this weekend's National
Automobile Dealers Association convention in San Francisco.
    Designed to drive highly qualified prospects into vehicle showrooms, Polk
TMP enables OEMs and dealers to maximize the effectiveness of their marketing
campaigns by reaching households most likely to be in the market for a new or
used vehicle.  Polk TMP also predicts the type of vehicles buyers will select
and the purchase amount.
    Based on Polk's industry-leading nationwide automotive information
database and other selected information, Polk TMP contains a series of highly
sophisticated and predictive mathematical formulas and selections.  This new
Polk product ranks households on a scale of 1 (most likely) to 100 (least
likely) to purchase a new car or truck and buy a specific vehicle type.  Polk
TMP also predicts how much consumers are likely to spend.
    Polk TMP further qualifies prospects by identifying households that are
highly likely to own a particular brand or type of vehicle.  Users may select
from several categories including vehicle manufacturer, type, model year,
market value, recency of purchase and more.  Polk TMP is an especially
effective alternative to the use of existing automotive registration data,
which has been available but is aging everyday.
    "Polk TMP is able to provide the automotive industry with the most
accurate and predictive information available anywhere," said Andrew Price,
vice president, Polk Dealer Solutions.  "This Polk proprietary product enables
automakers and dealers to identify and reach potential markets for their
products and services quickly and efficiently."
    Polk TMP may be combined with other Polk products 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.
    Polk TMP will be showcased at NADA's 86th Annual Convention on
February 1-4, 2003 at the Moscone Convention Center in San Francisco, Booth
#4225.

    About R. L. Polk & Co.
    Polk has served the automotive industry for more than 80 years and is the
longest standing curator of automobile records in the United States.  Founded
in Detroit in 1870, Polk launched its motor vehicle statistical operations in
1922 when the first car registration reports were published.  The company now
provides automotive solutions to nearly every segment of the motor vehicle
industry as an analytical consultant and statistician, as a provider of
database-marketing services, and as a supplier of vehicle histories.  Based in
Southfield, Mich., Polk is a privately held global firm, currently operating
in Australia, Brazil, Canada, China, France, Germany, Japan, the Netherlands,
Mexico, Spain, the United Kingdom and the United States.