1. Ford/Lincoln protect

2. Large percentage of used car shoppers are in-market shopping for 2012 and 2013 MY
KBB.com Omniture Data
* Top 10 model years shown.

3. Domestic brands are shopped more often in the used vehicle market
KBB.com Omniture Data

4. Reach eligible new & used shoppers as well as owners and increase awareness of the Ford & Lincoln Protect Program
Give used car shoppers peace-of-mind as they evaluate vehicle that fits their needs
Reach new car shoppers as they view inventory, before they enter the showroom
Educate Lincoln owners on the benefits of worry-free ownership

5. 2009-2013 MY shoppers are the prime target for peace of mind messaging
Ford Basic Warranty ends after 3 years / 36k miles
Sweet Spot of Eligible Shoppers:
Model Year Fords 30K-100K Mileage Range
Model Year Lincolns
45K – 100K Mileage Range
Ford & Lincoln Protect provides coverage up to 7 years or 100k miles
Lincoln Basic Warranty ends after 4 years / 50k miles

6. BRANDED MODEL/SEGMENT SELECTOR: Influence shoppers as they begin pricing out a used Ford or Lincoln
Integrated placement as shoppers narrow down their selection of used Ford & Lincoln models
Bring awareness to the benefits of a manufacturer-backed extended warranty
Drive traffic to the Ford/Lincoln Protect site
Mocks are concept only. Actual design and layout of product is subject to change upon production.

7. New & Used Car Shopping Path & Pricing Page
BENEFITS MODULE: Educate consumers as they research and price out an eligible Ford & Lincoln vehicle
New & Used Car Shopping Path & Pricing Page
Unique ability to target new & used vehicle pricing pages
Utilize top-performing KBB ad unit to communicate value of Ford’s extended warranty program
Drive traffic to the Ford/Lincoln Protect site
Mocks are concept only. Actual design and layout of product is subject to change upon production.

8. Targeted to “sweet spot” of eligible shoppers
WARRANTY EVALUATOR TOOL: Promote extended peace of mind with personalized messaging
Used Car Pricing Page
Upgraded standard MREC to a custom 300x600 KBB.com Warranty Tool on the Used Car Pricing Page
Relevant placement allows shoppers to consider the cost of potential repairs
Target shoppers based on year, vehicle, and mileage
Customize creative to show different components that shoppers will be concerned about when they’re out of warranty
Targeted to “sweet spot” of eligible shoppers
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. WARRANTY EVALUATOR TOOL: Promote extended peace of mind with personalized messaging
Used Car Pricing Page
Upgraded standard MREC to a custom 300x600 KBB.com Warranty Tool on the Used Car Pricing Page
Relevant placement allows shoppers to consider the cost of potential repairs
Target shoppers based on year, vehicle, and mileage
Show estimated costs without the protect plan
Targeted to “sweet spot” of eligible shoppers
Mocks are concept only. Actual design and layout of product is subject to change upon production.

10. NEW & USED CLASSIFIEDS BADGE: Influence shoppers as they view inventory and prepare to visit dealerships
Drive awareness with a custom badge and overlay on new Ford & Lincoln vehicle listings
Promotes program benefits to shoppers in the custom overlay with CTA to drive shoppers to the Ford/Lincoln Protect site
Mocks are concept only. Actual design and layout of product is subject to change upon production.

11. OWNERS TEXT LINK: Promote worry-free ownership to owners eligible for Lincoln Protect
Tailored messaging targeted to Owners as they assess the value of their current vehicle
Target owners by mileage and year so as their vehicle approaches off- warranty
Incentivize owners to boost the value of their car with the transferable extended service plan
Clicks out externally and drives shoppers to the Lincoln Protect site to learn more
Mocks are concept only. Actual design and layout of product is subject to change upon production.

12. Insights from kbb.com maintenance survey
Section description

13. Trust and service people are major factors when deciding service location
Source: Maintenance Survey
Q7: Based on the following list, what factors are most important to you when evaluating a location that services your vehicles?
N = 1208

14. Dealerships have the highest ratings in almost all factors but trail behind significantly in price
Dealership Strengths
Expertise of service people
Professionalism of service people
Incentives/deals/specials
Original manufacturer parts
Private auto repair/service shops strengths
Friendliness of service people
Price
Trust
Chain auto stores strengths
Speed of service
Source: Maintenance Survey
Q8. Which service location is best with respect to the following criteria?
N = 1208

15. Which leads to higher satisfaction amongst consumers
Source: Maintenance Survey
Q9: In general, how satisfied have you been with each of the following locations/people servicing your vehicles on a scale of 0 to 10, where 0 = Extremely dissatisfying and 10 = Extremely satisfying.
N = 1208

16. 2 out of 3 consumers trust dealership for servicing, but high price keeps them away
Source: Maintenance Survey
Q10: You indicated that you haven’t brought in any of your vehicles to a car dealership for service. Why not?
N = 32

17. Price is a huge factor for getting consumer into dealership for servicing
Source: Maintenance Survey
Q12: Would any of the following motivate you to use a car dealership whenever your vehicles need servicing?
N = 1208

18. ~80% of shoppers would consider purchasing a vehicle if maintenance was covered by manufacturer
Source: Maintenance Survey
Q13. To what degree would a manufacturer's free maintenance program for parts and services affect your purchasing or leasing of a new vehicle from an automotive brand in the future?
N = 1208

19. Ford owners are highly satisfied with their dealership servicing
Source: Maintenance Survey
Q9: In general, how satisfied have you been with each of the following locations/people servicing your vehicles on a scale of 0 to 10, where 0 = Extremely dissatisfying and 10 = Extremely satisfying.
N = 440