The 2009 National Auto Insurance Study profiles 34 insurance companies--including seven companies added this year--and provides the largest competitive analysis to date. The recession that took hold of the U.S. economy last year has had a profound impact on consumer behaviors and expectations, which is examined in this management-discussion. Despite the impact the recession has had on the whole insurance industry, some insurers have more successfully capitalized on declining consumer confidence than others as all strive to compete for market share through policy acquisition and retention.