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

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 /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.

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