QUALITATIVE MEDIA MONITORING BENCHMARK PREMIUM BRANDS BMW – MINI – AUDI – MERCEDES-BENZ June 2015

June

Page 4 CORPORATE ARTICLES ANALYSIS – POSITIVE TONALITY ARTICLES Several themes were shared on a positive way between the different Premium Brands: Carsharing: Drive Now (BMW) and Car2Go (Daimler) nearly to be launched in Brussels, and this could be a big change in the mobility of our capital. Brand Stores: from car dealers to luxury shops (Trends/Tendances). Sales in Belgium and Luxembourg: very positive for BMW and Mercedes, less for Audi (- 17,87% in Luxembourg, -3,57% in Belgium). BMW received a nice article in Sud Presse about the alternatively training in Geneva, shown as an example. This point was also mentioned in an article of La Libre Belgique.

Topic, department, date Page 5 CORPORATE ARTICLES ANALYSIS – NEGATIVE TONALITY ARTICLES L’Echo and De Tijd mentioned Audi Brussels in a negative way, as the CEO of Audi, after a meeting with our Prime Minister Charles Michel, could not ensure that there would be a follower to the Audi A1 in Brussels. BMW was mentioned in articles about stolen cars as one of the most stolen brands. An article in Le Moniteur Automobile and Autogids also mentioned BMW as example of missed mergers or acquisitions (BMW-Rover)

Page 6 PRODUCTS ARTICLES ANALYSIS – POSITIVE TONALITY ARTICLES Audi generated 11 articles on their new Q7, with positive tonality in magazines and newspapers, in Belgium and in Luxembourg. Were mentioned as positive: lower weight, perfect comfort, nice engine. As negative: price and design. The other positive articles were about TT Roadster and autonomous car (the Highway Piloted Audi A7). BMW gathered positive articles on several models: 1-Serie (3 cylinders), 7-serie (with Francfort in view), and X1. Mercedes had less articles this month but received a nice comparative test AMG-GT S against Porsche 911 Turbo S. Mercedes got there a nice report, with a better price, a nice design and very attractive performances. MINI received positive articles on the new Clubman in L’Avenir, and on the MINI Cooper in Telecran and Autowereld.

Topic, department, date Page 7 PRODUCTS ARTICLES ANALYSIS – NEGATIVE TONALITY ARTICLES -

Notes for the readers 1, The PR value / Press Return is expressed in Euros and is based on AVE (Advertising Value Equivalent). 2. « Message contacts » is the addition of the reach of all the publications that mentioned BMW or MINI in the target publications and in the frame of « products » or « corporate » articles. 3. Positive or negative statements are evaluated on scale from -100 to +100 which is the base of the GEOPRESS tonality index. 4. « Product » includes all the articles talking about specific models in the frame of press releases or car tests. 5. « Corporate » includes all the articles about image of the company, events, ecological activities, business results, financial aspects, jobs, production, recalls, market positioning, investments « Top 10 positive tonality » shows how positive each publication is, based on the GEOPRESS tonality index. PREMIUM COMPETITORS Audi – BMW – MINI – Mercedes-Benz

Media Set – Belgium/Luxembourg Daily Newspapers Magazines Car Magazines L’Echo De Tijd Het Laatste Nieuws Het Belang Van Limburg Gazet van Antwerpen Sud Presse L’Avenir Le Soir L’Essentiel Grenz Echo Luxemburger Wort La Libre Belgique Trends Tendances De Markt Le Soir Magazine Ciné Télé Revue La Libre Momento Télécran Sabato Artsenkrant De Vlaamse Ondernemer P Magazine Autogids Le Moniteur Automobile Auto Wereld Motoren & Toerisme Moto & Loisirs Motorrijder Moto80