Polk Launches New Solution for Identifying Vehicles Eligible for Cash for Clunkers Program

Cash for Clunkers marketing list solution will help OEMs, dealers and advertising agencies target owners of qualified vehicles

SOUTHFIELD, Mich., July 7, 2009 /PRNewswire/ – R. L. Polk & Co. has developed a unique, highly accurate solution for automotive manufacturers and dealers to help them identify and target consumers eligible for the recently signed Consumer Assistance to Recycle and Save (CARS) program, dubbed Cash for Clunkers. The government initiative allocates $1 billion in funding to encourage consumers to replace older, less fuel-efficient vehicles with new fuel-efficient ones. The program started July 1, 2009 and runs through November 1, 2009.

Polk’s new custom solution is a predictive model created by taking into account a vehicle’s age, category, current market value and EPA combined fuel economy. It enables focused targeting of consumers most likely to qualify for the Cash for Clunkers program.

“Polk has followed the Cash for Clunkers concept since it was introduced and has created a robust resource to help our customers target qualifying households that may benefit from this government program. Ultimately, it’s about selling new vehicles,” said Lonnie Miller, director of industry analysis at Polk. “We forecast that the U.S. will see roughly 200,000 additional sales this year due to the Cash for Clunkers program.”

The information provided by this new offering will be helpful to auto manufacturers, dealers, advertising agencies and others when determining campaigns and marketing strategies targeting consumer households with vehicles that are likely to qualify for the voucher.

This solution is currently available within Polk’s Transportation List Access System (TLAS) to Polk customers allowing them to build sophisticated marketing solutions quickly with great flexibility. Additional information on this solution is available at www.polk.com/cashforclunkers/ or via phone 1-866-618-7438.

About R. L. Polk & Co.

R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.

Source: R. L. Polk & Co.

CONTACT: Michelle Culver of John Bailey & Associates, +1-248-362-4200
ext. 295, mculver@baileypr.com, for R. L. Polk & Co.

Web Site: http://www.polk.com

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