Subaru: most trusted brand 2016 award campaign June 2016

How KBB.com selects the Most Trusted Brand Thousands of in-market shoppers speak, and KBB.com listens KBB.com analyzes a year’s worth of results from quarterly Brand Watch™ consumer survey Survey asks in-market shoppers to rank models they’re familiar with across 12 shopping factors Most Trusted Brand is awarded to OEMs who score highest for the factors of Durability/Reliability, Reputation, Ruggedness and Safety

2016 Most Trusted Brand Affordability Technology Driving Comfort Driving Performance Durability/Reliability Exterior Styling Fuel Efficiency Interior Layout Prestige/Sophistication Reputation Ruggedness Safety The Most Trusted Brand award goes to Subaru for the second year in a row The award is based on ratings across all (non-truck) non- luxury models and the weight of the importance of four factors: Durability/Reliability, Reputation, Ruggedness and Safety The top models that supported Subaru’s win were Outback, Forester and Legacy, though all of Subaru’s models scored above average for this award

HOMEPAGE SPONSORSHIP Quickly generate awareness of Subaru’s award and what it means High-visibility takeover consisting of pushdown, MREC and wallpaper Focus shoppers’ attention on what makes Subaru trustworthy early For each Most Trusted Brand factor, allow shoppers to learn more at Subaru.com Mocks are concept only. Actual design and layout of product is subject to change upon production.

“Safety” Explained Example HOMEPAGE SPONSORSHIP Quickly generate awareness of Subaru’s award and what it means Pushdown Expanded “Safety” Explained Example Pencil Collapsed Mocks are concept only. Actual design and layout of product is subject to change upon production.

NATIVE HOMEPAGE PACKAGE Boost awareness of Subaru’s win in impactful and integrated placements High-profile integrations within two of KBB.com’s most visited pages HOMEPAGE ROTATING CONTENT MODULE (RCM) – Promotion in the third story slot normally reserved for editorial OWNERS HOMEPAGE TAKEOVER – KBB.com- designed native Billboard, Wallpaper and MREC Mocks are concept only. Actual design and layout of product is subject to change upon production.

NATIVE HOMEPAGE PACKAGE: HOMEPAGE RCM Use an influential editorial driver to announce Subaru’s victory Click sends shoppers to Subaru Make Page Mocks are concept only. Actual design and layout of product is subject to change upon production.

NATIVE HOMEPAGE PACKAGE: OWNERS HP TAKEOVER Make Subaru top-of-mind to Owners who will potentially shop for new cars Initial Billboard “Safety” Click “Durability/Reliability” Click Homepage Rotating Content Module Mocks are concept only. Actual design and layout of product is subject to change upon production.

TOOLBAR & FEATURED CONTENT TAB Amplify the awards experience anywhere on the site Toolbar Featured Content Tab Rich Media Overlay Mocks are concept only. Actual design and layout of product is subject to change upon production. *Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand

appendix Additional Brand Watch™ info

What can Brand Watch™ Do? Identify key factors driving vehicle purchase decisions and measure OEM brand equity within and across segments I love BRAND B’s SUV designs, but they’re not really made to fit a lot of people, and I need to fit all my friends in my SUV. Objectives/Measures: What is important to consumers when shopping for a new vehicle How brands and models perform on important factors within a segment and across segments How demographic groups differ I need a rough and rugged SUV; I own a BRAND A sedan right now and I love it, but I don’t think their SUVs are very rugged. I heard that BRAND C’s SUVs are the most family-friendly because they have a lot of room, but I’m not convinced that they are the safest. PAGE 11

2016 Best Overall Brand Affordability Technology Driving Comfort Driving Performance Durability/Reliability Exterior Styling Fuel Efficiency Interior Layout Prestige/Sophistication Reputation Ruggedness Safety Subaru wins Best Overall Non-Luxury Brand for the first time ever They achieved the highest average score across all ratings of non-luxury (non-truck) models and twelve factors of importance Strong performances from the Outback and Forester took Subaru over the top and contributed to the brand’s win in 2016

2016 Best Performance Brand Affordability Technology Driving Comfort Driving Performance Durability/Reliability Exterior Styling Fuel Efficiency Interior Layout Prestige/Sophistication Reputation Ruggedness Safety The Best Performance Brand award is based on ratings across all (non-truck) non-luxury models and the weight of the importance of only one factor: Driving Performance Subaru takes home the award in this category for two years in a row. High ratings for the WRX, Outback and Forester contributed to the brand’s win