Ford/Lincoln protect

Large percentage of used car shoppers are in-market shopping for 2012 and 2013 MY KBB.com Omniture Data * Top 10 model years shown.

Domestic brands are shopped more often in the used vehicle market KBB.com Omniture Data

Reach eligible new & used shoppers as well as owners and increase awareness of the Ford & Lincoln Protect Program Give used car shoppers peace-of-mind as they evaluate vehicle that fits their needs Reach new car shoppers as they view inventory, before they enter the showroom Educate Lincoln owners on the benefits of worry-free ownership

2009-2013 MY shoppers are the prime target for peace of mind messaging Ford Basic Warranty ends after 3 years / 36k miles Sweet Spot of Eligible Shoppers: 2009-2013 Model Year Fords 30K-100K Mileage Range 2009-2012 Model Year Lincolns 45K – 100K Mileage Range Ford & Lincoln Protect provides coverage up to 7 years or 100k miles Lincoln Basic Warranty ends after 4 years / 50k miles

BRANDED MODEL/SEGMENT SELECTOR: Influence shoppers as they begin pricing out a used Ford or Lincoln Integrated placement as shoppers narrow down their selection of used Ford & Lincoln models Bring awareness to the benefits of a manufacturer-backed extended warranty Drive traffic to the Ford/Lincoln Protect site Mocks are concept only. Actual design and layout of product is subject to change upon production.

New & Used Car Shopping Path & Pricing Page BENEFITS MODULE: Educate consumers as they research and price out an eligible Ford & Lincoln vehicle New & Used Car Shopping Path & Pricing Page Unique ability to target new & used vehicle pricing pages Utilize top-performing KBB ad unit to communicate value of Ford’s extended warranty program Drive traffic to the Ford/Lincoln Protect site Mocks are concept only. Actual design and layout of product is subject to change upon production.

Targeted to “sweet spot” of eligible shoppers WARRANTY EVALUATOR TOOL: Promote extended peace of mind with personalized messaging Used Car Pricing Page Upgraded standard MREC to a custom 300x600 KBB.com Warranty Tool on the Used Car Pricing Page Relevant placement allows shoppers to consider the cost of potential repairs Target shoppers based on year, vehicle, and mileage Customize creative to show different components that shoppers will be concerned about when they’re out of warranty Targeted to “sweet spot” of eligible shoppers Mocks are concept only. Actual design and layout of product is subject to change upon production.

WARRANTY EVALUATOR TOOL: Promote extended peace of mind with personalized messaging Used Car Pricing Page Upgraded standard MREC to a custom 300x600 KBB.com Warranty Tool on the Used Car Pricing Page Relevant placement allows shoppers to consider the cost of potential repairs Target shoppers based on year, vehicle, and mileage Show estimated costs without the protect plan Targeted to “sweet spot” of eligible shoppers Mocks are concept only. Actual design and layout of product is subject to change upon production.

NEW & USED CLASSIFIEDS BADGE: Influence shoppers as they view inventory and prepare to visit dealerships Drive awareness with a custom badge and overlay on new Ford & Lincoln vehicle listings Promotes program benefits to shoppers in the custom overlay with CTA to drive shoppers to the Ford/Lincoln Protect site Mocks are concept only. Actual design and layout of product is subject to change upon production.

OWNERS TEXT LINK: Promote worry-free ownership to owners eligible for Lincoln Protect Tailored messaging targeted to Owners as they assess the value of their current vehicle Target owners by mileage and year so as their vehicle approaches off- warranty Incentivize owners to boost the value of their car with the transferable extended service plan Clicks out externally and drives shoppers to the Lincoln Protect site to learn more Mocks are concept only. Actual design and layout of product is subject to change upon production.

Insights from kbb.com maintenance survey Section description

Trust and service people are major factors when deciding service location Source: Maintenance Survey Q7: Based on the following list, what factors are most important to you when evaluating a location that services your vehicles? N = 1208

Dealerships have the highest ratings in almost all factors but trail behind significantly in price Dealership Strengths Expertise of service people Professionalism of service people Incentives/deals/specials Original manufacturer parts Private auto repair/service shops strengths Friendliness of service people Price Trust Chain auto stores strengths Speed of service Source: Maintenance Survey Q8. Which service location is best with respect to the following criteria? N = 1208

Which leads to higher satisfaction amongst consumers Source: Maintenance Survey Q9: In general, how satisfied have you been with each of the following locations/people servicing your vehicles on a scale of 0 to 10, where 0 = Extremely dissatisfying and 10 = Extremely satisfying. N = 1208

2 out of 3 consumers trust dealership for servicing, but high price keeps them away Source: Maintenance Survey Q10: You indicated that you haven’t brought in any of your vehicles to a car dealership for service. Why not? N = 32

Price is a huge factor for getting consumer into dealership for servicing Source: Maintenance Survey Q12: Would any of the following motivate you to use a car dealership whenever your vehicles need servicing? N = 1208

~80% of shoppers would consider purchasing a vehicle if maintenance was covered by manufacturer Source: Maintenance Survey Q13. To what degree would a manufacturer's free maintenance program for parts and services affect your purchasing or leasing of a new vehicle from an automotive brand in the future? N = 1208

Ford owners are highly satisfied with their dealership servicing Source: Maintenance Survey Q9: In general, how satisfied have you been with each of the following locations/people servicing your vehicles on a scale of 0 to 10, where 0 = Extremely dissatisfying and 10 = Extremely satisfying. N = 440