Knowledge - Polk Views

How the Internet is Changing the Vehicle Shopping Process

The Internet is a key information source for consumers during the vehicle shipping process and an indispensable marketing tool for dealers and OEMs. That's why Polk once again teamed up with AutoTrader.com to conduct the Automotive Buyer Influence Study. Read the Polk... continue


What Comes After SUVs?

While fuel-efficiency has become a main feature for many consumers, there's a resurgence in the popularity of Sport Utility Vehicles (SUVs). New derivatives of this segment are forming. This Polk View offers an outlook on the global SUV category while sharing examples of... continue


The Impact of Eco-Car Subsidies on the Japanese Car Market in 2012

As Japan rebuilds from a turbulent 2011, the government and automotive industry have taken specific efforts to improve automotive sales. This Polk View shares: How the Japanese car market is currently performing and what its automotive forecast and outlook are... continue


The Challenges for the European Automotive Industry

As the European auto industry closely watches its local economies and the aggressive reactions among global automakers, high tensions surround production and plant capacity in Europe. As a result, capacity adaptation seems inevitable assuming a slow European market... continue


Loyalty to Hybrid Vehicles Is Lower than Expected

Making up less than three percent of U.S. light vehicle sales, hybrid vehicles appeal to a small, yet highly satisfied, group of owners. But despite strong satisfaction, loyalty to the hybrid vehicle segment is lower than might be expected. Based on an analysis of hybrid... continue


Creating Loyalty and Stemming Defections

In 2012, the luxury vehicle segment is expected to grow 12 percent, outpacing growth for non-luxury automobiles. To provide automakers with insights into how to build loyalty and stem defection among this group of demanding customers, Polk and AutoTrader conducted the 2012... continue


The U.S. Light Vehicle Industry Transitions to a New Chapter

For the past eleven years, one or more of the major OEMs has either occupied a dominant, virtually unstoppable, position in the U.S. market or been restricted by a variety of circumstances. However, we are entering a new chapter in which the playing field is more level... continue


Length of U.S. Vehicle Ownership Hits Record High

American consumers are holding on to their cars and trucks longer than ever before. In Q3 2011, the average length of ownership for both new and used vehicles reached a record high. Drawing on length of ownership data for the past 10 years, this Polk View answers... continue


U.S. Hybrid Market Share Suffers, Expected to Rebound

For the first time ever in 2010, hybrid vehicle sales were down. As the overall U.S. vehicle market rebounded last year, sales of hybrid vehicles dropped, with just 236,000 hybrid vehicles registered to retail customers last year. This Polk View analyzes trends in the... continue


The State of the Retail/Fleet Mix in the U.S. Auto Industry

How well do automotive brands match production with consumer demand? One way to find out is by assessing the mix of retail vs. fleet registrations. This Polk View looks at trends in the retail/fleet mix for eight mainstream brands from January 2005 to October 2010 to... continue



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