SOUTHFIELD, Mich. — Polk, the leading automotive market intelligence firm, and the Rainbow PUSH Coalition, led by Reverend Jesse Jackson, Sr., have signed a strategic business agreement to help automotive manufacturers better target their marketing efforts with ethnic audiences, the companies announced.
“We are pleased to align with Rainbow PUSH on this effort to provide information to automotive manufacturers, marketing executives and decision makers as they seek ethnic insight about the automotive industry,” said Tim Rogers, president, Polk. “This reaffirms our commitment to helping OEMs communicate effectively with their customers,” he said.
The agreement will allow the Rainbow PUSH Coalition to gain insight about vehicle buying habits among African American, Asian and Hispanic consumers. As part of this agreement, market shares and penetrations among the different ethnic groups will be provided for all automotive brands.
“We are excited about the partnership between the Rainbow PUSH Coalition and Polk, the worldwide leader of automotive insight and marketing solutions,” said Reverend Jesse L. Jackson, Sr., founder and president, Rainbow PUSH Coalition. “This relationship will give us access to industry-leading data regarding the economic impact of ethnic buyers in the auto industry. We look forward to a long-term relationship with the Polk organization.”
Rainbow PUSH messaging to minority consumers also will be enhanced with focused and market-driven information. In addition, Rainbow PUSH will leverage ethnic penetration data by brand to change its dialogue with minority auto dealers.
Marc Bland, Polk’s head of diversity and inclusion, will participate along with Rainbow PUSH leaders and chief marketing officers from General Motors, Toyota, Ford and Volkswagen in several panel discussions at the upcoming Rainbow PUSH Automotive Summit to be held October 5-6 at the MGM Grand Detroit. Executives, dealers, suppliers, entrepreneurs, researchers, elected officials and others will discuss minority inclusion of the more than $200 billion automotive procurement spend by manufacturers and the $1 trillion African American buying power. The Summit is one of America’s premier automotive events for minority businesses.
Polk is the premier provider of automotive information and marketing solutions. The organization collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.
About Rainbow PUSH
The Rainbow PUSH Coalition, established in 1971, is a progressive organization protecting, defending and expanding civil rights to improve economic and education opportunities. For registration information for the Summit, please call 313-842-3883 or visit www.rainbowpush.org.