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At a Glance


World leader in automotive information, insight, and marketing

Offers excellent benefits and a good work balance between work and life


Unstable in recent years, with frequent layoffs and restructuring

Specializes in an industry undergoing dramatic and unpredictable changes

The Bottom Line

For over a hundred years, R.L. Polk & Co. has been in the automotive information industry, helping manufacturers market their products, understand their clients and improve sales. Despite restructuring, layoffs and turbulence in the automotive industry, the company remains strong and agile.

About R. L. Polk & Co.

R. L. Polk keep tabs on the Motor City madness. One of the oldest and largest consumer marketing firms in the US, Polk is the leading provider of marketing information and services to the auto industry. The family-owned company collects demographic and vehicle data and packages its information into a number of products, including software and online analysis tools, for use by brand managers, marketing officers, and auto dealers. It also offers information and services for the aftermarket segment, as well as business-to-business marketing tools. In addition, its Carfax unit provides vehicle history data to consumers.


Polk's industry leadership stems from the depth and breadth of its information: its databases cover every vehicle registered in the US and Canada, and pulling together demographics and consumer credit information with vehicle data offers its customers powerful insight into the auto buying market. Its data is used for direct marketing campaigns as well as customer loyalty and management programs. In addition, Polk regularly provides industry data to the media.

Geographic Reach

Polk has operations in Australia, Canada, China, France, Germany, Italy, Japan, South Korea, Spain, the UK, and the US.

Sales and Marketing

The company's clients includes Audi, BMW, Ford, Jaguar, and General Motors.


While Polk has long been a dominant player in the automotive market research segment, it has also continued to strengthen its position through acquisitions and continuous development of new products and services.

In 2013, Polk launched an enhanced version of its National Vehicle Population Profile (NVPP), continuing its long history of providing the automotive industry with a comprehensive view of the vehicles on the road in North America. Also that year, the enhanced its industry-leading data solutions with increased African American coverage and Hispanic American sub-culture insight to help automotive marketers better tailor campaigns and target messages for these fast-growing markets.

In 2013, the company entered into a strategic alliance with marketing research and data analytics firm InsightExpress, to enable Polk's vehicle data to be integrated with InsightExpress' digital advertising measurement technology, giving marketers a deeper and more robust understanding of how advertsisng exposure drives purchasing behaviors.

To expand its customer base for aftermarket demand products, in 2012, company entered into an agreement with Commercial Motor Vehicle Consulting (CMVC), for that company to operate as an authorized sales agent for the Polk's commercial aftermarket replacement demand product portfolio due to increased demand in the marketplace. CMVC focuses on new business opportunities for the portfolio, allowing Polk's aftermarket replacement demand product to be available to more aftermarket retailers, distributors, and parts makers.

R. L. Polk & Co.

26933 Northwestern Hwy
Southfield, MI 48033-4703
Phone: 1 (248) 728-7000

Firm Stats

Employer Type: Privately Owned
President Sales & Client Services and Managing Director Asia Pacific: Steven Flinker
Chairman, President, and CEO: Stephen R. Polk
President, Polk: Tim Rogers
Employees (This Location): 543
Employees (All Locations): 1,440

Major Office Locations

Southfield, MI