Cost of Ownership (CoO) – The Logical and Most Feasible Way to Make Your Fleet Buying and Leasing Decisions WALDEK RACZKOWSKI FORD MOTOR COMPANY GLOBAL LIFECYCLE ANALYTICS DEPARTMENT (GLAD)

Why Fleet Cost of Ownership (CoO) Matters…  Smart Fleet customers buy vehicles based on total ownership costs – Thousands of active Fleet customers make buying decisions based on: depreciation, maintenance costs, fuel costs and operating fees  Competitive Net Operating Cost projections allow customer to compare vehicles across all OEM’s  Fleet operating costs are volume and budget driven  Over past 6 years over 2,600 GLAD CoO comparisons prepared per customer request and spec

The ultimate arbiter of the health of a brand is its residuals

The Benefits of an Improved Residual  Lower Lease Payments  Lower (Better) Cost of Ownership  Better Brand Image  Higher Customer Satisfaction  Easier Financing Support

Key Drivers of Vehicle Residuals  Long-Term Durability  J.D. Power APEAL  Initial Quality  Brand Perception  Right pricing  Retail / Fleet Mix  Incentives  Supply of 1 YIS Vehicles

Benefits of a Good Cost of Ownership (CoO) Tool  Fully updated with 3 rd Party/independent Data Sources (All variables are sourced from outside of the OEM so as to alleviate any issues of bias.)  Reflects current and forecasted market positioning  Ability to compare multiple vehicles across all segments (both domestic and import)  Consolidated and clear calculation page for end-customer  User friendly Report – Detailed yet not overwhelming  Meets Fleet CoO needs  Ability to identify all CoO gaps to take action