ATLANTA, Oct. 16, 2012 /PRNewswire/ -- Automotive lenders can now receive unprecedented levels of marketing intelligence to more effectively prescreen and target prospective consumers for pre-approved offers with Equifax's new automotive True In-Market Propensity (TIP) Scores™. (Logo: http://photos.prnewswire.com/prnh/20060224/CLF037LOGO ) An industry-first tool that will accurately identify automotive borrowers, TIP Scores will significantly add value to an auto lender's portfolio by transforming the way auto lenders market to borrowers. Equifax's TIP Scores can help automotive finance companies, banks, credit unions and dealers successfully identify consumers in the market to purchase or lease and more effectively tailor their marketing campaigns with timely and effective offers to prospects. Leveraging Equifax's wealth of credit file information, TIP Scores enables auto lenders to better market to consumers using pre-determined identifiers which measure borrowing propensity and delinquency likelihood at any given time. These markers assign consumers a digitized score, with a higher number indicating a borrower's increased likelihood to open a new loan and maintain timely payments in the future. Equifax's solution provides lenders a comprehensive view of borrowers and limits financial exposure to bad debt. The auto industry is nearing a full recovery – Equifax's National Consumer Credit Trends Report indicates auto balances through September 2012 totaled $766 billion, an increase of more than $50 billion from same time a year ago. The most recent data also reported $243 billion in lending through July 2012, which reflects the highest amount in five years. With the influx of consumer activity, auto TIP Scores™ provides lenders an advantage in maximizing the return on their marketing and outreach. "The auto lending market's performance has been the strongest lending improvement to date, and is evidence of an increasing consumer confidence within this specific industry," said Michael Koukounas, Equifax's Senior Vice President of Analytics, "This has created a necessity to provide lenders the most cost-effective way to accurately identify and then meet the demand of appropriate consumers to maintain this success." About Equifax, Inc. Equifax is a global leader in consumer and commercial information solutions, providing businesses of all sizes and consumers with information they can trust. We organize and assimilate data on more than 500 million consumers and 81 million businesses worldwide, and use advanced analytics and proprietary technology to create and deliver customized insights that enrich both the performance of businesses and the lives of consumers.