Jonathan Browning Vice President Sales, Marketing & Aftersales General Motors Europe

Selling cars in a no-growth market. How to protect margins in the ultra-competitive western European market.

Western Europe Market Growth  Growth : 1.4M units  50% in WE

Some segments show strong growth Variance: Total Europe + 640K + 300K

Older buyers become increasingly important in vehicle market Population Development By Age Group, in '100,000 Persons 0% 5% 10% 15% 20% 25% 30% 35% 40% % of Total Population Total Europe 60-plus Source: United Nations 12% 15% 20% 33%

Female buyers become increasingly important in vehicle market % of female buyers by age group among new car buyers in WE  All age bands with 40% female buyers = 1.7M

Protecting Margins: “Art + Science” Science of campaign effectiveness Art of breakthrough marketing Science of campaign effectiveness Art of breakthrough marketing

Science: Campaign Effectiveness Tools  Leadtime: Field Force, Dealer, Consumer  Dealer Feedback  Leadtime: Field Force, Dealer, Consumer  Dealer Feedback  Dealer Feedback Questionnaire Metrics Tools  Awareness  Influence on floor traffic  Influence on purchase decision  Influence on sales volume  Awareness  Influence on floor traffic  Influence on purchase decision  Influence on sales volume  POS Survey  Like POS Survey plus  Impact on opinion & consideration  Quality of Test Drivers  Like POS Survey plus  Impact on opinion & consideration  Quality of Test Drivers  Specific Campaign Research  Contact Level  Negotiation Rate, Closing Rate  Test Drive Rate  Trade-in Rate  Contact Level  Negotiation Rate, Closing Rate  Test Drive Rate  Trade-in Rate  Customer Contact Tracking  Floor Traffic Development  E - device

Example: Floor Traffic Information

Art: The Incredibles

Pan-European campaign with measurable results Overall Awareness Influence on Floor Traffic Influence on Incremental Sales Influence on Purchase Decision Incredibles* 76% 34% 13% 45% Influence on pull ahead Sales 3% *Results from Germany

Brand Development – Million Miles Test Drive  40 countries, €41Million media spend  Over 700K test drive requests  Up to 78% conquest  Up to 55% purchase intent within next 6 months