LINCOLN PLEDGE AWARENESS CAMPAIGN July 13, 2016

Lincoln’s brand perception improved in every category when the Matthew McConaughey campaign launched Source: BrandWatch, Q2 2014 – Q3 2015

Lincoln: BrandWatch Factor Ratings However, Lincoln has an uphill battle against other luxury OEMs, and consideration is declining again Source: 2007-2016 KBB BrandWatch

Today “luxury” is being redefined as perceived value and increased practicality1 No longer an object IT IS AN EXPERIENCE2 Added BENEFITS OF LUXURY OWNERSHIP often include3: Longer warranties Free scheduled maintenance programs Upgraded treatment at service departments with loaner cars 1: Forbes “How the Uncertain Economy is Changing the Definition of Luxury”, http://www.forbes.com/sites/bluecarreon/2011/11/15/how-the-uncertain-economy-is-changing-the-definition-of-luxury/ 2: Marketing Magazine, “The Rise of Discreet Luxury and a New Consumer Elite”, http://www.marketingmagazine.co.uk/article/1213629/rise-discreet-luxury-new-consumer-elite 3: Forbes, “Movin’ On Up: Cars That Draw the Most First-Time Luxury Buyers”, http://www.forbes.com/sites/jimgorzelany/2014/08/26/movin-on-up-upscale-cars-that-draw-the-most-first-time-luxury-buyers/

And Lincoln Pledge is poised to lead the industry in providing brand owners the truest “luxury experience” Service Pickup & Delivery Lincoln Concierge Roadside Assistance for Life Complimentary Car Wash Complimentary Lincoln Loaner Lincoln Complimentary Maintenance Bumper-to-Bumper Limit Warranty

As Lincoln innovates around the experience of “luxury”, showcase Pledge with innovative executions on KBB.com Mocks are concept only. Actual design and layout of product is subject to change upon production.

LUXURY SPEED-READER: ON-SITE Cleverly convey Pledge’s time-saving benefits with an engaging experience Custom creative using Spritz’s patented speed-reading technology Encourages shoppers to learn a lot about Lincoln Pledge in a little bit of time Ensuing content informs curious shoppers about Pledge and how, like speed- reading, it saves Lincoln owners time Mocks are concept only. Actual design and layout of product is subject to change upon production.

LUXURY SPEED-READER: ON-SITE Cleverly convey Pledge’s time-saving benefits with an engaging experience Copy encourages shoppers to learn about Lincoln Pledge and save time User-initiated Spritz speed- reading experience describing Pledge in detail Experience can be replayed Click out to Lincoln.com to learn more 1 1 2 2 3 4 4 3 Mocks are concept only. Actual design and layout of product is subject to change upon production.

LUXURY SPEED-READER: FACEBOOK Extend the eye-catching experience to relevant audiences on Facebook Reach target shoppers on Facebook and leverage powerful native video ads Spritz experience will autoplay, grabbing shoppers’ attention as they scroll through their feed Targeting of Facebook users who most closely resemble Lincoln’s target is also available Compared with Polk & Datalogix data targeting, Cox Auto data CTR was 45% higher on desktop and 34% higher on mobile Mocks are concept only. Actual design and layout of product is subject to change upon production.

SMARTPHONE INTERSCROLLER Generate targeted awareness of Pledge with one of KBB.com’s newest and most prominent mobile solutions Integrated opportunity within model pages on smartphone Lincoln message reveals itself within an open “window” of the page as shoppers scroll down Interested shoppers can click out to Lincoln.com to learn more

PLEDGE ADVANTAGE OVERLAY Prove Pledge’s superiority over competitors’ programs in a single click Custom overlay comparing Pledge benefits with other OEMs’ ownership perks Overlay can be launched from various ad placements, allowing targeting to be flexible Clearly show the overall strengths of the Pledge program, benefit by benefit Mocks are concept only. Actual design and layout of product is subject to change upon production. Note; Process for verifying benefits of competitive ownership programs TBD.

PLEDGE ADVANTAGE OVERLAY Prove Pledge’s superiority over competitors’ programs in a single click Overlay can be launched from various points (FEATURED CONTENT TAB shown) Click launches overlay with grid comparing Pledge vs. competitors, benefit by benefit Interested shoppers can click out to Lincoln.com to learn more 1 1 2 2 3 3 Mocks are concept only. Actual design and layout of product is subject to change upon production.

Thank you

APPENDIX

Luxury-only shoppers are a thing of the past 78% This provides an opportunity to appeal to a broad audience Luxury Shoppers Considering Both a Luxury and Non-Luxury Vehicle Source: KBB.com Luxury Study Q: Which brands are you considering? N = 2254

Top 5 defection destinations for Lincoln owners are non-luxury brands Q1 2016 Source: KBB.com Omniture Traffic Q2 2016

When asked to classify Lincoln, luxury shoppers view the brand as “premium”, below “luxury” Non-Luxury Premium Luxury Source: KBB.com Luxury Study Q:How would you classify the following brands: non-luxury,luxury, or something in between ('premium')? N = 1231

On the other hand, non-lux shoppers classify Lincoln as “Luxury” Non-Luxury Premium Luxury Source: KBB.com Luxury Study Q:How would you classify the following brands: non-luxury,luxury, or something in between ('premium')? N = 1231

Some Lincoln vehicles are heavily cross-shopped with non-luxury Lincoln: MKZ Cross Shopping Some Lincoln vehicles are heavily cross-shopped with non-luxury Half of the top 10 other vehicles that MKZ shoppers view are mass market Source: KBB.com Site Traffic

Non-luxury shoppers also have better perceptions of Lincoln Source: KBB.com BrandWatch, 2016 Q1