1. ALFA ROMEO – GIULIA LAUNCH
November 6, 2015

2. Kbb.com luxury Shoppers
Insights from KBB.com’s luxury study

3. Topline: KBB.com Luxury Study6%
78%
51%
Luxury shoppers on KBB.com are
PLANNING TO LEASE
Their next vehicle
shoppers who are considering
BOTH A LUXURY AND NON-LUXURY VEHICLE
Luxury shoppers are
CONSIDERING AN SUV for their next vehicle
Q: Which of the following options are you most likely to consider for your next vehicle?
Q: Please select up to 2 vehicle segments you are considering for your next vehicle purchase.
Q: How would you classify the following brands: non-luxury, luxury, or something in between (premium)?
Source: KBB.com Luxury Study; N Luxury Shoppers = 311

4. Luxury shoppers tend to have trendier lifestyle habits, especially nightlife
Q: What lifestyle do you identify with most?
Luxury Study
Luxury N = 974, Non-luxury N = 1280
* = Statistically Significant at 95%

5. Willingness to Spend – Luxury vs Non-Luxury Shoppers
$47,000 is the max willing to spend
Comfortable spending $554 per month on a car loan
Plan on putting $10,500 down payment
Non-Luxury Shoppers
$31,000 is the max willing to spend
Comfortable spending $430 per month on a car loan
Plan on putting $6,000 down payment
Q: In regards to your next vehicle purchase, what is the maximum amount you are willing to spend (IN THOUSANDS) on your new vehicle? (ex: If you want to spend $10,000 put 10000)? Q: In dollars, please tell us the maximum amount you are comfortable spending PER MONTH on your next car loan? (Ex: If you're comfortable spending $200, put 200) Q: In dollars, what is the maximum down payment you're willing to put down? (ex: If you're going to put $5,000 down, put 5000)
Luxury Study New Car Luxury shopper N = 261, New Car Non-luxury shopper N = 326

6. Luxury shoppers classify both Alfa Romeo and BMW as a Premium brand
NON-LUXURY
PREMIUM
LUXURY
Q:How would you classify the following brands: non-luxury, luxury, or something in between ('premium')?
Luxury Study
N = 974

7. On the luxury spectrum, shoppers view Alfa Romeo behind the German luxury brands
Cadillac
Lincoln
BMW
Audi
Tesla
Land Rover
Infiniti
Porsche
Aston Martin
Lexus
Jaguar
Maserati
Mercedes - Benz 85 75 65 55 80 70 60
KIA
Buick
Volvo
Acura
Rolls-Royce 10 20 30 40 50 60 70 80 90
100
Non-Luxury
Premium
Luxury
Non-Luxury
Premium
Luxury
Source: Luxury Study Thurstone Scaling, N = 2245
Q: How would you classify the following brands: non-luxury, luxury, or something in between ('premium')?
Q: Based on the exercise you just performed, if the "premium" category didn't exist, and you had to place all of the vehicles you identified as "premium" into either the non-luxury or luxury buckets, where would you place them?

8. “A Stunning Sports Sedan Headed for America”
Alfa Romeo has the opportunity to make a big splash with its resurgence in the U.S.
“The new Alfa Romeo is coming for BMW, Mercedes and more in the sport sedan class”
- AutoWeek
“A Stunning Sports Sedan Headed for America”
- Car and Driver

9. Kbb.com solutions
Tiered solutions to build awareness in the luxury & premium market and differentiate from competitors

10. Custom Scalable Solutions to Support Launch Strategy
Build Awareness in the Luxury and Premium Market
Differentiate from Competitors
MID-SIZE LUXURY SEDAN BUYER’S GUIDE VIDEO SPONSORSHIP
“PERFECT BALANCE” CUSTOM BILLBOARD
LUXURY EXPERIENCE FILMSTRIP
GERMANS vs ITALIANS CUSTOM OVERLAY
VIDEO SHOPPING TOOLS MODULE
Mocks are concept only. Actual design and layout of product is subject to change upon production.

11. ALFA ROMEO GIULIA “PERFECT BALANCE” BILLBOARD
Create brand awareness and generate excitement around the Giulia launch
Billboard upgrade to New Car Home Sponsorship, Owners Home Sponsorship, and Homepage Showroom XL
Integrate quotes from KBB.com editorial and encourage shoppers to learn more Alfa Romeo
Users can drag LEFT to learn about Alfa’s class-leading performance or drag RIGHT to learn about Alfa’s iconic Italian style
Mocks are concept only. Actual design and layout of product is subject to change upon production.

12. ALFA ROMEO GIULIA “PERFECT BALANCE” BILLBOARD
Create brand awareness and generate excitement around the Giulia launch
Ad encourages discover the “Perfect Balance”
Dragging right reveals what our editors are saying about the iconic Italian style
Dragging left reveals what our editors are saying about the class- leading performance
CTAs clicks out to AlfaRomeoUSA.com
“Portable” concept
Execution can also run from an expanding MREC (user-initiated) 1 1 2 2 3 4 3 4
Mocks are concept only. Actual design and layout of product is subject to change upon production.
Note: Slider experience can also live within a user-initiated expanding MREC (expands leftward)

13. MIDSIZE LUXURY BUYER’S GUIDE VIDEO SPONSORSHIP
Integrate Giulia with KBB.com research content for midsize luxury shoppers
Package consisting of editorial video integration, pre-roll and long-form content distribution
Presence across the guide’s overview page, “Editor’s Pages” for each segment model and the segment main page for shoppers
Pre-Roll Opportunity
Pre-Roll Opportunity
Editorial Segment Overview
Editorial Model Page
Segment Page
Mocks are concept only. Actual design and layout of product is subject to change upon production.

14. MIDSIZE LUXURY BUYER’S GUIDE VIDEO SPONSORSHIP SEGMENT BUYER’S GUIDE OVERVIEW
Editorial Segment Overview
*NEW* Pre-Roll Opportunity
Integration of pre-roll into Segment Overview Video
Persistent Companion Message
Ensure your brand message continues to resonate within a particular segment with a persistent 300x250 banner
Sponsored Content Tile + Video Overlay
Feature your brand’s relevant video content naturally within KBB.com’s editorial page; launches in an overlay upon click
Mocks are concept only. Actual design and layout of product is subject to change upon production.

15. MIDSIZE LUXURY BUYER’S GUIDE VIDEO SPONSORSHIP EDITORIAL MODEL & SEGMENT MAIN PAGE
Pre-Roll Opportunity
Model Review Video (not available for all models)
Relevant editorial video reviews will be featured alongside photos when consumers choose a model
*NEW* Pre-Roll Opportunity
Integration of pre-roll into model review video
Pre-Roll Opportunity
Persistent Companion Message
Ensure your brand message continues to resonate within a particular segment with a persistent 300x250 banner
*NEW* Segment Main Page Promotion
Refined to include Buyer’s Guide Overview videos; upon click, overlay is initiated with video, sponsor’s pre-roll and a sponsored tile that clicks out to OEM site
Mocks are concept only. Actual design and layout of product is subject to change upon production.

16. VIDEO SHOPPING TOOLS MODULE (STM)
Incorporate video within the pricing process for competitor shoppers & owners
Custom STM designed to showcase video
Option to auto play (muted) video within module so shoppers can continue pricing model without leaving the page
Maintains native look and helpful links that make standard STM a top performer
Mocks are concept only. Actual design and layout of product is subject to change upon production.

17. GERMANS vs ITALIANS CUSTOM OVERLAY w/ multiple entry point options3 1
(3) WATCH VIDEOS
Engage with exciting video content with CTAs to click through to AlfaRomeoUSA.com 2 4
(4) COMPARE HORSEPOWER
Directly compare horsepower with Alfa’s German competitors
ENTRY POINT OPTIONS: (1) CUSTOM FCT or (2) CUSTOM TOOLBAR
Auto-expanding custom FCT targeted to upper funnel for mass awareness or lower funnel luxury shoppers
Mocks are concept only. Actual design and layout of product is subject to change upon production.

18. LUXURY EXPERIENCE FILMSTRIP
Target returning luxury owners to generate awareness and consideration early
Filmstrip more than 2.2X better than Benchmark1
Mocks are concept only. Actual design and layout of product is subject to change upon production.
1: Source: DFP - Benchmark: Conquest Owners Model MREC on KBB.com Model Pricing Page Jan-June 2015 (0.17%)

19. LUXURY EXPERIENCE FILMSTRIP
Target returning luxury owners to generate awareness and consideration early 1
KBB.com Expert Review: Highlight what our experts are saying and drive shoppers directly to the full review
Alfa Romeo Content: Engage and excite luxury owners with Alfa Romeo videos and photos
Alfa Romeo Headlines on KBB.com: Surface the latest news coverage to increase awareness of the Alfa Romeo’s resurgence in the U.S. market 1 2 3 2 3
KBB.com produced panel to drive traffic to Alfa Romeo Shopping Pages
Mocks are concept only. Actual design and layout of product is subject to change upon production.