1. Proprietary and Confidential © 2013 Maritz 0 Automotive Customer Journey Study November 2013

2. Proprietary and Confidential © 2013 Maritz 1 Background All automotive companies conduct transactional customer experience surveys to understand important customer touchpoints including sales and delivery satisfaction, as well as service visits. At Maritz, we felt it was time to look at the entire Automotive Customer Journey to see if customers’ needs were being met at other times throughout their journey. 1

3. Proprietary and Confidential © 2013 Maritz 2 What the Study Found… The customer journey has become a lonely and quiet one. The automotive industry is missing a significant opportunity to build long- term customer relationships. Customers want information that’s helpful to them depending on where they are in their ownership lifecycle. It’s about getting the right type of communication at the appropriate time. The research finds that customers who have experienced better and more relevant communication are much more likely to re-purchase from their current OEM brand and dealer. When a stronger, more relevant relationship is built, the reward is substantial. 2

4. Proprietary and Confidential © 2013 Maritz 3 Key Findings Dealers aren’t thinking beyond the sale: After dealerships closed the deal on a new vehicle, one in five people say they were not contacted right after the purchase. “We never heard from the dealer after the sale; no service offers, no purchase follow-ups, nothing.” “Everyone always calls right after you buy a new vehicle when there should not be any problems. No one ever calls 12-36 months later asking if everything is alright.” More customers are in the market than you’d think: One year after purchasing a new vehicle, 40 percent of customers are already thinking about their next purchase, even if it is a few years away. “A purchase anniversary follow-up…would have been a big plus. Maybe we are ready for a new [car] and perhaps a call would help us decide.” 3

5. Proprietary and Confidential © 2013 Maritz 4 Key Findings Dealers should communicate more, as long as it’s relevant: One in five vehicle owners received too little communication. The study also found the longer someone went without contact, the more dissatisfied they became and the less likely they were to buy again from the same dealership. “Too little contact may mean the dealer doesn’t care about [my] satisfaction…more personalized customer service would help promote loyalty for the product and dealership.” Dealers need to use the information they have: Seventy-five percent of customers were never contacted by their dealer or manufacturer when they were actively looking or thinking of buying a new vehicle, despite the dealer knowing when the lease was up or the finance term was over. “I would like someone to contact me closer to the end of my lease to discuss options for a new lease and prices.” 4

6. Proprietary and Confidential © 2013 Maritz 5 Key Findings Communication changes over time: Customers expect to hear from the brand and dealership throughout the ownership of their vehicle. The desired communication changes over time, whether they’ve owned the vehicle six months or six years. “I wanted them to contact me, just to see if I had any complaints, problems or input.” 5

7. Proprietary and Confidential © 2013 Maritz 6 Study Data / Charts 6

8. Proprietary and Confidential © 2013 Maritz 7 2013 Automotive Shopping Trends 4.2 Weeks 1.8 dealerships 1.8 dealerships 7 Time spent shopping for a new vehicle: Dealerships visited – same brand: Dealerships visited – competitive brands: -0.1 -0.2 * Change is vs. 2012

9. Proprietary and Confidential © 2013 Maritz 8 2013 Automotive Shopping Trends 8 Actively shopping now Started thinking about my next purchase Owned Vehicle 1-2 years Owned Vehicle 3-5 years Owned Vehicle 5+ years = 10%

10. Proprietary and Confidential © 2013 Maritz 9 Impact of a Positive Service Experience on Brand/Dealer Loyalty 9 Rated Service Experience 9-10 Rated Service Experience 1-8

11. Proprietary and Confidential © 2013 Maritz 10 Customer Expectations – Communication & Contact 10 37% of vehicle owners received no contact during the ownership of their vehicle (almost half of them wanted it) 75% of vehicle owners received no contact when they were ready to buy a new one 20% of recent vehicle buyers received no contact after purchase

12. Proprietary and Confidential © 2013 Maritz 11 Customer Expectations and How They Change Through the Customer Journey 11 Follow-Up On Problems 14% Check My Satisfaction 11% Service Reminder 9% Check For Concerns/Problems 7% Check My Satisfaction 24% Follow-Up On Problems 10% Service Reminder 9% Ask For Feedback/Suggestions 8% Recent Buyers (<6 months) Older Vehicle Owners (2+ years)

13. Proprietary and Confidential © 2013 Maritz 12 Communications Satisfaction and the Impact on Loyalty 12 Just Right Too Little Too Much % Definitely Will not buy from Dealer Again Communication from Dealer is…

14. Proprietary and Confidential © 2013 Maritz 13 The Bottom Line The customer relationship starts long before a customer steps into the dealership. It’s the responsibility of both the OEM and the dealership to ensure the experience is the best possible at the time of sale – and the years that follow. Both the dealer and the OEM have a vested interest in building an ongoing relationship with the customer. The conversation can’t stop once the sale is made. 13

15. Proprietary and Confidential © 2013 Maritz 14 Our Solution to Enable a Better Customer Experience throughout the Entire Journey Maritz created Maritz Connect™ to enable companies to turn a lonely customer journey into long-term mutually beneficial relationships. Maritz Connect™ shifts focus from processes to the customer, engaging them in an ongoing, two-way dialogue focused on their individual preferences, needs, and concerns. Customer dialogue is maintained with “givebacks” that provide customers with information and advice that helps them have a better overall vehicle ownership experience. Maritz Connect™ brings together what OEMs and dealers already know about customers’ behavior with their beliefs, attitudes and opinions to have a more holistic understanding of the customer and their needs. 14

16. Proprietary and Confidential © 2013 Maritz 15 Study Methodology The Automotive Customer Journey Study was conducted by Maritz Research in October 2013. More than 4,200 individuals who purchased a vehicle in the past seven years were surveyed about their experience throughout the customer journey. Focused on understanding critical moments of truth throughout the journey, the study was designed to understand where customer needs are being met and unmet throughout the lifetime of their ownership. Participants in the study had previously responded to Maritz Research’s New Vehicle Customer Study (NVCS), the largest and longest-running study (more than 40 years) of its type in North America. For study findings, visit www.maritzresearch.com/autojourney.aspx.www.maritzresearch.com/autojourney.aspx 15

17. Proprietary and Confidential © 2013 Maritz 16 About Maritz Research As one of the world’s largest marketing research firms, Maritz Research, a unit of Maritz, helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, restaurant, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR and MRA. For more information, visit www.MaritzResearch.com.www.MaritzResearch.com For more information about the study, please contact Maritz Research’s communications department: Kathy Randall, kathy.randall@maritz.com.kathy.randall@maritz.com 16