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Polk Service Anticipates Year of Vehicle Launches
Michigan-based R. L. Polk & Co. has unveiled a service to help manufacturer clients through the critical months of new or redesigned vehicle launches.
Product Manager Laura Flaherty says the launch is 'timely and relevant considering the vast number of vehicle introductions planned in 2007' - Polk says more than fifty new or redesigned models will enter the US consumer market this year.
The new Vehicle Launch Program aims to help manufacturers analyze the market, identify their best prospects and evaluate marketing efforts, and includes nine phases, deployed over an 18-month period beginning six months prior to launch and guided by a dedicated analyst.
The pre-launch phase includes a dealer launch guide providing actionable and specific market area information to each dealer, and the post-launch the suite develops a profile and targeting model based on actual buyer behavior, and conducts a competitive buyer survey to benchmark the competition and better understand purchasing behaviour. A further evaluation reports on the campaign's ROI.
A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the UK and the US. The new service has its own home page at www.polkvehiclelaunch.com .
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