SAN FRANCISCO, CA (February 8, 2008) – R. L. Polk & Co. today reports outstanding response to its Vehicle Launch Program (VLP), designed to help original equipment manufacturers (OEMs) maneuver through the most critical months of their vehicle launches. The dealer component of this OEM program now reaches 2,500 dealers nationwide. It offers specific and actionable intelligence, including dealer performance metrics, counts of in-market prospects by ZIP Code, market trends, product mix, conquests and defections, and a target customer profile.

Initial feedback indicates positive results for OEMs, with one manufacturer reporting that its regional managers and dealers have found the retail information to be compelling and otherwise unavailable or difficult to obtain.

“Polk’s Vehicle Launch Program is timely and relevant considering the number of new vehicle introductions that will take place in 2008,” said Mike Spadafore, director of product strategy, R. L. Polk & Co. “This premier marketing solution provides critical data to every channel as well as recommended actions for improvement including prospects for campaign planning.”

In all, the program includes nine phases and is deployed over an 18-month period, from six months prior to 12 months post-launch—guided by a dedicated Polk analyst. Polk’s Vehicle Launch Program utilizes specific custom profiles and models to better understand and communicate with prospects.

“The success we’ve experienced with this offering stresses the importance of a customized approach. That is, an approach built specifically for each vehicle model versus generic market segmentation categories tied to broad vehicle segments,” said Laura Flaherty, product manager, R. L. Polk & Co.

The Vehicle Launch Program assesses progress throughout the span of the
launch: starting with initial analysis through campaign evaluation. This essential feedback allows for continuous refinement of the advertising and marketing approach required to meet aggressive sales targets.

“Consumers are becoming more sophisticated and challenging to target. In response, Polk’s depth of information and analytical capabilities provide the level of knowledge automotive manufacturers require to break through the clutter in a very crowded and competitive marketplace,” Flaherty explained.

More information is available at www.PolkVehicleLaunch.com. For more product information, please visit the R. L. Polk & Co. booth (#5355N) at the 2008 NADA Convention & Expo, Saturday, February 9 through Monday, February 11.

About R. L. Polk & Co.
R. L. Polk & Co. is the premier provider of automotive vehicle information and marketing solutions. Polk collects and interprets global data, and provides extensive 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 and commercial vehicle manufacturers, dealers and 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.