Polk Assists Auto Manufacturers Re-Defining Dealer Territories Using 2000 Census Information

SOUTHFIELD, Mich., Oct. 21 -- R. L. Polk & Co. announced today that it is assisting several automotive manufacturers, including DaimlerChrysler, as they begin to re-define their dealer territories based solely on Census 2000 tracts. This switch to Census 2000 tract-based geography offers OEMs stable territory definitions for 10 years as well as a finer breakdown of population segmentation in urban areas. Using 2000 Census Tract information as a basis for defining dealer territories will simplify dealer performance measurement by eliminating the complexities associated with managing dealer areas where ZIP code changes have occurred. Since census tracts, which are small statistical subdivisions of counties averaging about 4,000 persons, change only once every 10 years, automotive manufacturers can now consistently and reliably measure performance. In addition, OEMs can focus on changing their territories solely based on a business need to study the market rather than forced by underlying annual ZIP code geography changes. As an added benefit, census tract definitions provide a strong foundation for spatial mapping purposes and analysis over time, and make an excellent unit to use for retail market analysis.

"The Census 2000 tract information provides an ideal way for OEMs to measure their share of the market and manage their territories where a more precise unit of geography is required," said Steve Flinker, senior vice- president, Polk OEM group. "We're pleased to help automotive manufacturers better understand and measure their territories whether it is using census tract information or a hybrid method."

"In addition to precision and stability, the change in dealer territories from ZIP codes to census tracts also streamlines home office and field workload by eliminating the need for annual dealer notifications," said Jim Dimond, Chrysler Group Senior Manager - Network Planning. "More accurate trend analysis is an additional benefit."