R. L. Polk & Co.

Market Analysis

Polk’s Market Analysis capabilities offer detailed insight into the subtleties of what is selling in your market, where your customers are located, what they look like and much more. Understanding the market and the customer enables you to improve inventory efficiency, uncover areas of opportunity, qualify prospects and market smarter to ensure the success of your overall dealer operation.

Our complete, unbiased information on actual market activity can help you:

Evaluate market potential
Identify marketing opportunities
Identify competitive threats
Profile customers
Create sales strategies
Pinpoint advertising audiences

Lead Marketing
Polk’s full array of lead marketing services offers you a simple way to quickly and accurately assess your leads and differentiate lead follow-up to make sure you are communicating effectively to your prospects and giving your sales team the best chance to close the sale. We combine real-time analytics, actionable lead segmentation and the industry’s most advanced lead marketing platform to provide you with greater intelligence so that you can optimize your prospect follow-up and increase sales.

PolkInsight™
A powerful Web-based solution for analyzing the automotive industry, PolkInsight lets users analyze and interpret a wide variety of Polk Intelligence including new, used and VIO registration statistics, sales, demographic information and more.

Polk Cross Sell™
Available for both new and used vehicles, Polk Cross Sell vehicle reports allow you to see:

Which dealers sell the most vehicles in their market*
Which brands and models are selling best in a market area
How many vehicles and what models the competition is selling*

*Not all data or all manufacturers available in all states. Call a Polk Cross Sell Representative for details.

Polk Custom Market Analysis
Polk’s experienced analytical consultants can design a custom market analysis to meet your specific needs.

Polk New Vehicle Population Reports
New vehicle population statistics enable you to identify market trends and uncover hidden opportunities. The reports are completely customizable—you define the specifications, geography and time-period.

Polk Used Vehicle Population Reports
Used vehicle population statistics assist you with stocking inventory, purchasing vehicles at auction as well as identifying market trends and unveiling opportunities. The reports are completely customizable—you define the specifications, geography and time-period.

National Vehicle Population Profile® (NVPP) ®
NVPP reports are based on an annual census of all registered passenger cars and light-duty passenger trucks. The reports provide a comprehensive annual snapshot of the nation’s automotive population. Use the information for parts inventory management, market trending, and advertising/promotional planning.

Polk Custom Conquest & Defection Analysis
Discover who’s buying what, where they are coming from and where they are going. Polk’s Conquest and Defection Analysis helps you target the right vehicles for prospecting.

Polk Mapping Services
A picture is worth a thousand words. A graphic analysis of the market allows for a better target marketing strategy.

Polk Custom Profiles
Knowing your customer is an integral part of any successful marketing campaign. Polk can analyze a customer database to determine who your best customers are and what they look like to strengthen your prospecting efforts.