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Detroit-Based Urban Science Acquires Spain-Based Precisa

17 December 1999

Detroit-Based Urban Science Acquires Spain-Based Precisa

    DETROIT, Dec. 16 -- Urban Science, the world leader in
marketing management and sales analysis, announced the acquisition of Precisa
based in Madrid, Spain.
    The acquisition will provide Urban Science with a greater presence in
Spain and southern Europe and provide a new channel of automotive registration
information and expertise.  Urban Science currently provides sales and
distribution analysis for every major automotive manufacturer in the world.
    "The complementary nature of the Precisa's products and services will
increase our global penetration and allow us to further leverage Urban
Science's relationship with major automotive manufacturers worldwide," said
Marcus Hodgkinson, vice president of Urban Science.  "The addition of Precisa
to our family will provide a direct source of automotive registration data and
market analyses for an area in which we were previously under-represented."
    Jose Manuel Plana, president of Precisa, is to remain president of
Precisa-Urban Science Group under the new alignment.
    "We feel that as a member of the Urban Science family, Precisa will be in
the position to apply our resources on a wider basis and bring a new dimension
to the current offerings of Urban Science," Plana said.
    "This move will not only strengthen both companies, but will reinforce the
Urban Science's position as the premier automotive data analysis company not
only in Europe, but worldwide," Hodgkinson said.  "By incorporating the
expertise of Precisa into the Urban Science family, we are better able to
provide strategic services without respect to geographic boundaries."
    The acquisition of Precisa provides a valuable link between Urban Science
and its global network of partners by providing both local and global
expertise in the acquisition and analysis of sales and registration data.
    "Together, Urban Science and Precisa will be in a position to provide our
clients with both local and global analysis with the tools and personnel
unique to the industry," Hodgkinson said.  "This is a great opportunity for
both companies and our clients."
    Urban Science, founded in 1977 in Detroit, has offices in California,
Mexico, England (European Headquarters), Germany, Netherlands, Malaysia and
Australia.  With 200 employees worldwide, Urban Science provides sales,
distribution and network analysis for the automotive industry.
    Precisa, based in Madrid, Spain, is one of a handful of companies
authorized to receive automotive registration data to execute marketing and
sales analyses, strategy and training for automotive interests and business
management consulting.  Its 25 employees execute work for a number of
automotive manufacturers throughout Europe.