1. Chevy malibu custom data products
September 10, 2015

2. vehicle shopping brand on Google year after year2
KBB.com’s Credibility Can Help Chevy Fortify Current Customer Confidence
For nearly 90 years, KBB.com has been The Trusted Resource® for pricing and valuation information
Harris Poll’s
Online Auto Shopping
BRAND OF THE YEAR
for 4 consecutive years1!
MOST SEARCHED
vehicle shopping brand on Google year after year2
1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to for further details.
2: Google Insights. Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012.
2 |

3. Strengthen Customer Confidence While Influencing Consideration Using KBB.com’s Unique Data Points
TWO-PHASE PROCESS
2015
Custom data-infused solutions that reach key audiences with a relevant message on KBB.com
2016 AND BEYOND
Integrate the ability to update dynamically with the KBB.com API
Opportunity to test data product off-site with the KBB.com API
Note: As part of 2015 offerings, we can custom build the product but it won’t be updated dynamically until the API is available. And it won’t be available off-site until we test it.

4. Strengthen Customer Confidence While Influencing Consideration Using KBB.com’s Unique Data Points
Types of Data Available Through the KBB.com API
Strategies to Reach Key Audiences
Undecided Shoppers Increase consideration and cross-shopping within the most competitive segments
Vehicle
Specifications
5-Year
Cost to Own
Expert Ratings & Reviews
Consumer Ratings
Fair Purchase Price & MSRP
Owners Bring awareness to shoppers returning to the market by highlighting new features to look for in the newest model
Cross-Shoppers Go head-to-head against models shoppers are the most familiar with a bold MPG comparison directly in the creative
Note: As mentioned in the previous slide, these are the types of data that will be available in As part of 2015 offerings, we can custom build the product but it won’t be updated dynamically until the API is available. And it won’t be available off-site until we test it.

5. New Car Segment Shoppers: Sedan Page
UNDECIDED SHOPPERS: Increase consideration and cross-shopping within the most competitive segments
Put the spotlight on the Chevy Malibu to encourage shoppers to research
Echo what KBB.com consumers and experts have to say about the model
Future design of the product would include an opportunity to pull quotes and ratings dynamically
New Car Segment Shoppers: Sedan Page
Mocks are concept only. Actual design and layout of product is subject to change upon production.

6. Chevy & Competitor’s Owners Path + Pricing Pages
CHEVY & RIVAL OWNERS: Generate mass awareness as shoppers return to the market
Gain awareness and attention of the new Chevy model by highlighting what other owners and our KBB.com experts are saying
Directly point Owners to learn more about the new model on KBB.com or drive shoppers to Chevrolet.com
Chevy & Competitor’s Owners Path + Pricing Pages
Mocks are concept only. Actual design and layout of product is subject to change upon production.

7. CHEVY OWNERS: Generate mass awareness as shoppers return to the market
Reveal even more details about the newest model, provoking Chevy owners to compare what they currently drive with what the newest model has to offer
Integrated specs, consumer and expert ratings help inform shoppers as they begin their shopping process
Provide shoppers the option to research within a large 300x600 placement without leaving the page
Chevy Owners Trade-In Value Page
Mocks are concept only. Actual design and layout of product is subject to change upon production.

8. CROSS-SHOPPERS: Challenge perceptions with bold head to head comparisons
Challenge perceptions using KBB.com data points and vehicle information
Conquest make/model shopping pages directly and behaviorally target competitors’ shoppers
Additionally, influence undecided new car segment shoppers contextually on editorial pages and segment pages
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. Why kbb.com expert reviews

10. KBB.com Influences the Full Car Buying Spectrum
Awards and “Top 10 Lists” generated by Kelley Blue Book are held in high regard
KBB.com Editor-created
Top 10 Lists
Among the most quoted and most used accolades in the industry
KBB.com AWARDS
Among the industry’s most quoted and valued awards
KBB.com’s reputation for trustworthiness and impartiality are two key reasons that our awards are acclaimed across the industry

11. Study Shows That Expert Content Is Especially Efficient at Impacting High Price Point Purchases
The higher the price point, the more effective expert content is in familiarizing and persuading consumers
Source: Nielsen/inPowered MediaLab study, Dec 2013 – Jan 2014

12. Malibu consideration
Results from KBB.com’s Midsize Sedan Survey

13. Almost Half of Midsize Sedan Shoppers Prefer Domestic Brands
When you buy a car, do you have a preference for where the brand is headquartered?
Although domestic brands are preferred…
42% won’t avoid a brand based on its headquarters
But 12% will avoid domestic brands compared to 38% Korean brands, 19% European brands, and 12% Japanese brands
Q: When you buy a car, do you have a preference for where the brand is headquartered? (Most Prefer [choose one], Will Avoid [choose all that apply])
Midsize Sedan Survey, 2014
N = 2273

14. Although Midsize Sedan Shoppers Are Familiar with the Malibu, It Has Below Average Consideration
Camry and Accord lead the pack...
Nearly double the familiarity of both the Ford Fusion and Chevy Malibu
Of shoppers only considering one model, 45% are considering a Camry or Accord
Q: How familiar are you with the following vehicles? (Scale 0-9); Very Familiar = Familiarity >=8
Midsize Sedan Survey, 2014
N = 501

15. Malibu Trails Behind in Overall Midsize Sedan Consideration
Q: Are you considering buying any of the following vehicles?
Q: Which of the midsize sedans that you are considering are your first and second choices?
Midsize Sedan Survey, 2014
n=224, shoppers considering more than 1 midsize sedan

16. The New 2016 Malibu Will Have to Overcome the Inherited Challenges from the Current Generation Malibu
Ranks lowest in interior layout, exterior styling, and prestige/sophistication1
Rental car stigma impacts its perception2
Shoppers are unsure how to describe the model3
Opportunity for the newly redesigned Chevy Malibu to shake up the midsize sedan segment
Current generation Malibu falls below sedan average rating across key factors and perceptions
Malibu is ranked the lowest of all non-luxury sedans in interior layout, exterior styling, and prestige/sophistication1
There’s a rental stigma associated with the current generation Malibu
Malibu is the #1 most perceived to be a rental car, which impacts its prestige/sophistication perception2
Consumers are not sure what to think of the current Malibu
While shoppers describe other models as “stylish,” “fuel efficient,” or “affordable” – they don’t know how to describe the Malibu3
1: KBB.com BrandWatch Survey Q4 2014
2: KBB.com Quick Poll Q: Which of these midsize sedans do you most associate with rental cars? (select up to 3) N = 609
3: KBB.com Midsize Sedan Survey Q: For each sedan, choose the single best description (same description can be used for multiple brands. (Familiarity >=3), Are you... Midsize Sedan Survey N = 2273

17. Newly Redesigned Malibu Is Receiving High Marks
Sleek, sophisticated, and more innovative technology
“the Malibu has inherited a body so stylish, so crisp, that […] the Ford Fusion, Hyundai Sonata, Kia Optima, Mazda 6, and even the newly sassy Toyota Camry should actually be concerned.”
- Car and Driver
Sleeker design
Roomier interior
More innovative technology (Teen Driver, 4G LTE connectivity, Apple CarPlay / Android Auto)

18. “Graduates from rental fleet” “Not Just for Rentals Anymore”
Appealing Redesigns Have Fueled Interest and Created Sales Momentum – Chrysler 200 Example
2015 Chrysler 200
Positive reviews
2015 MY doubled its sales from a year ago1
Female midsize sedan shoppers describe 200 as “stylish”2
“Graduates from rental fleet”
-Automotive News
“Not Just for Rentals Anymore”
-The New York Times
Challenges to overcome
Malibu’s factor rating profile fall short of segment average
There’s a rental stigma associated with the current generation Malibu
Consumers are not sure what to think of the current generation Malibu
Redesigns elevated some competitive models while dulling others
Chrysler 200
Malibu is one of the least considered midsize sedans
Although shoppers are familiar with the marque, the Malibu is rarely the top choice in the segment.
Opportunity for Malibu to shake up the midsize sedan segment
1: FCA up 8.2% on strong Jeep, Chrysler 200 sales. July
2: Midsize Sedan Survey, 2014
For each sedan, choose the single best description (same description can be used for multiple brands. (Familiarity >=3), Passat: n=32, Accord: n=142, Camry: n=362, Legacy: n=161, 200: n=161, MAZDA6: n=184, Altima: n=255, Fusion: n=294, Malibu: n=252, Sonata: n=233, Optima: n=176, Avenger: n=188
Are you (Male or Female)... Midsize Sedan Survey N = 2273