Claiming it's not used for marketing is blatant newspeak. I'll try and explain what they mean. This sort of data is frequently used by trading firms to try and get a more accurate picture of how auto-companies are doing, or the local economies. Insurance firms also use this data. Experian and Equifax almost definitely use it too.

The data is terrifyingly granular, most DMVs do this. The company which I currently work for, has a database of all the currently registered cars, with their owners addresses and ages in America.

While not used in marketing that you see, it's used in aggregate market analytics.