Research Company Automotive Loyalty Awards Adds'Prestige' Sports Car, SUV Categories

SOUTHFIELD, Mich., Sept. 15 -- R. L. Polk & Co. is adding "Prestige Sports Car" and "Prestige Sport Utility" as vehicle categories for its 2003 Polk Automotive Loyalty Awards. The expansion reflects the growing stratification of the new car marketplace, as automakers continue to develop vehicles to meet unique lifestyle and demographic customer segments.

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"In hot pursuit of market share, manufacturers continue to produce new and exciting prestige vehicles to differentiate their brands," said Melissa Mullen, manager of Polk's Loyalty Solutions Team. "The prestige categories we add this year to our Loyalty Awards acknowledge that manufacturers' emphasis on high-end styling, design, luxury and performance are significant factors in driving customer loyalty across more vehicle segments than ever before."

The Polk Automotive Loyalty Awards, which are presented annually at the North American International Auto Show, honor manufacturers for superior consumer loyalty and are based on an analysis of vehicle buying patterns for more than six million households. Loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same manufacturer, make or model.

"As manufacturers compete fiercely to maintain and expand their market share, developing loyalty provides a built-in customer base. This ultimately reduces overall marketing costs," said Stephen Polk, Chairman, President and CEO of R. L. Polk & Co.

"It is a marketing axiom -- it costs more to attract new customers than to keep existing customers," Polk said. "Those companies that are able to maintain a loyal customer base are enhancing their overall shareholder value by streamlining marketing costs and building strong brands that stand the test of time."

  For 2003, Polk will recognize the following vehicle categories:
  *  Overall Manufacturer
  *  Overall Make
  *  Small Car
  *  Midsize Car
  *  Large Car
  *  Sports Car
  *  Prestige Sports Car
  *  Luxury Car
  *  Prestige Luxury Car
  *  Minivan
  *  Compact Pickup Truck
  *  Full Size Pickup Truck
  *  Compact SUV
  *  Midsize SUV
  *  Full-Size SUV
  *  Prestige SUV

Polk's complete loyalty analysis is reported each year in the Polk Manufacturer Loyalty Excelerator(TM) study. Similar to the expansion for 2003, in 1999, Polk expanded its luxury car segment to include model level awards for the prestige luxury car and luxury car categories with the most loyal customer base. In 2000, Polk's pickup truck segment was broken into compact pickup truck and full-size pickup.