Brand Tracking Study of Quebec Markets July 2007

Purpose In order to benchmark the success of our Marketing efforts in key markets, we conducted an online tracking study through Zoomerang.com/Market Tools. We wanted to understand the following: – Unaided and aided awareness levels – Awareness of competition – Perception of which products are cellular based – Relative appeal of product attributes – Purchase consideration

Methodology Online Study enabled fast execution and minimized cost. Used a qualified panel on Zoomerang.com Panelist criteria Age: 25 – 54 Male/Female Own automobile DMAs: ( Goal N = 200 each) Quebec, CAN

Questions When you think of car security products, which companies come to mind? (unaided) How aware are you of the following security devices? (aided) Viper Alarms Viper GPS Tracking System OnStar LoJack The Club BMW Assist Mercedes TeleAid Guidepoint Vigil GPS Boomerang Mobile IQ Etching Sherlock Marking OmniScout

Questions Do you currently or have you ever had any of the following systems installed in your vehicle? For the companies which you are aware of, which of these companies uses exclusively cellular technology to recover stolen vehicles? (select as many as apply) Thinking about different security devices, please rank the following in order of how important they are to you, with “1” being the most important and “8” being the least important. – Makes me eligible for insurance discounts – Notifies me if someone moves my car without my permission – Works everywhere, even in underground parking garages – Has hidden recovery system that uses cellular technology, not satellite GPS – Reduces the chance of my car being successfully stolen – Is hidden in the vehicle so no one knows where it is stored – Allows me to track my vehicle on the internet – Gets my stolen car back fast and minimizes the chance of damage to my car

Questions In your opinion, what technology is the most effective in the domain of vehicle security? Have you heard about the Boomerang tracking system over the past 12 months? If so, where have you heard about the system? (select all that apply) Which of the following is the most effective in the recovery of a stolen vehicle? Have you ever been mandated by your insurance company to install an auto security device?

Questions What is the make and model of the vehicle that you have been mandated to get a security device on? Were you given a choice between several options to receive a rebate? Did you choose based on? – Price – Brand – Recommendation / Mandate of Insurer – Recommendation of family or friends – Other

Questions If not mandated would you be interested in installing a security device on your car? If no, why would you not be interested?

Key Findings: Unaided Awareness Unaided awareness for Boomerang is very high Boomerang has higher top-of-mind awareness than OnStar “Immobilizers” and “Alarms” primarily make up ‘Other’ category

Key Findings: Aided Awareness Boomerang hold strong 2 nd behind OnStar.

Key Findings: Important product features No major disparity in feature importance Theft prevention and Insurance Discount rank higher Hidden Technology and Internet Tracking rank lower

Ranking of Importance of Product Features Most compelling features seem to be Theft Prevention and Insurance Discount Least compelling is “Allows me to track my vehicle on the internet”

Key Findings: Mandated v. Non- Mandated For those that are mandated to have a security device installed, a large amount go on there insurance recommendation or mandate Consumers look to there insurance company even when they are not mandated. 20% of people are mandated to have a security device. 50% of those choose their security device based on their insurers recommendation. That is 40,000 cars a year in Quebec that need a security device.

Key Findings: Sources of awareness Awareness has a way to go yet! Radio Advertising (16%) and PR efforts (32%) correlate to 2006 efforts Interestingly, only 6% report becoming aware at a car dealership

For the companies which you are aware of, which of these companies uses exclusively cellular technology to recover stolen vehicles? (select as many as apply) Key Findings: Technology

LoJack Awareness LoJack awareness in the Quebec ranks as expected, with 0.0% (Boomerang 31.1%) unaided and 1% (73% Boomerang) aided awareness LoJack was not anywhere near Boomerang levels. LoJack is not associated with vehicle security.

Key Observations Investment in brand advertising paying dividends, awareness at higher than expected levels Theft prevention and Recovery speed important; latter should play role in ad messaging – LBS/online services not a consumer perceived benefit Technology not a major feature for consumers, many are completely unclear on differences and benefits of each

Implications/Next Steps We have ongoing work to do in terms of building both Brand awareness and purchase consideration within Quebec, while remaining realistic about what the 2007 advertising plan can and can’t do. Unaided awareness is high, and will continue to grow with a committed investment to targeting advertising efforts Advertising alone won’t move the purchase consideration needle; we all know from experience that the product has to be actively sold by the dealer