R. L. Polk & Co. Polk Cross Sell Report Now Helps Used Vehicle Dealers Gain Market Share

SOUTHFIELD, Mich., Jan. 27, 2004 -- R. L. Polk & Co. today launched its latest version of the Polk Cross Sell Report to include a used vehicle registration and analysis tool that quickly enables automotive dealers to better identify and effectively compete in the used vehicle market.

The launch of Polk Cross Sell Report for used vehicles comes as a result of the overwhelming success of the Reports for new vehicle registrations. Since September 2002, the reports have been able to show how dealers' sales stack up against the competition, which vehicles should be promoted and how a dealer should stock their new vehicle inventory based on what is or is not selling in the market. Polk Cross Sell Reports deliver a monthly summary to the dealer that enables sales opportunities to be easily identified.

"Our inclusion of used vehicle information was a natural enhancement to the Polk Cross Report based on both dealer demand and our comprehensive information about the marketplace," said Andrew Price, vice president of the Dealer Solutions Group. "Dealers across the U.S. are telling us repeatedly that Polk Cross Sell Reports contain the powerful and intuitive information they want, in the format they desire, and at a price point they demand. No dealer should be without it."

The Polk Cross Sell Report for used vehicles will offer the same features. Built from multiple sources including state titles and registrations, and using data from all 50 states, both Polk Cross Sell Reports offer dealers:

* Executive Summary: A comprehensive and easy-to-understand one-page overview of a dealer's market including previous month/year comparisons.

* Market Share Report: An estimate of the market size and market share based on the number of new vehicles sold and leased. Dealers can quickly see how their sales stack up to their competitors.

* Competitive Analysis Report: A listing of the top-selling and bottom- selling makes, models and vehicle segments along with sales counts for inventory and sales opportunity planning.

* Brand Penetration Report: A chart showing new vehicle sales by dealer and by ZIP code to help dealers pinpoint where sales are strong and which areas need more attention.

* All-Brand Analysis Report: A summary of pump-in and pump-out statistics for all dealers within a market so they understand their "true" competitors.

* Segment / Make / Model Report: A detailed table showing vehicle sales by make, model and segment so dealers get a full picture view of their marketplace.