CARFAX, a marketing approach that works

Posted By on December 6, 2007

FJ cruiser CarFax
I’ll admit that I didn’t know much about CARFAX and the company history before seeing this Toyota FJ Cruiser on the road. It stimulated me into looking up the company thinking “hmm, a lot of car shoppers use their services.” I’ve used their services as well to find out the history of a vehicle, but I’ve never contemplated how large the company was or how much they dominate their market niche. Over the past 20 plus years, they’ve assembled a database of over 5 billion records. The privately held company uses affiliates and is a subsidiary of R.L. Polk Company based in Southfield Michigan, although it was started in 1986just in Missouri to supply vehicle history to the dealer market … by ‘fax.’ As the Internet grew facsimile machines were no longer the best means to research vehicles and the web-based came along. They now service over 23,000 dealer subscribers and record 1.25 million web visitors per month.


Desultory - des-uhl-tawr-ee, -tohr-ee

  1. lacking in consistency, constancy, or visible order, disconnected; fitful: desultory conversation.
  2. digressing from or unconnected with the main subject; random: a desultory remark.
My Desultory Blog