1. Jason Harper, Senior Director, Analytics

2. Confidential Information – Copyright © 2013, FordDirectConfidential Information – Copyright © 2015, FordDirect In this Session: Apply key learnings for dealers to effectively market to Millennials Implement necessary changes in order to capitalize on this groundswell of new buyer opportunities Understand how to use these Millennial behavior data points and trends to measure success 2

3. Confidential Information – Copyright © 2013, FordDirectConfidential Information – Copyright © 2015, FordDirect Millennials – who are they? Born between 1981 and 2000 17.6 Million U.S. Households 14.86% of U.S. Households 3

4. Confidential Information – Copyright © 2013, FordDirectConfidential Information – Copyright © 2015, FordDirect Millennials vs. the Rest of the Population Millennial Households $1.47 Trillion 5.75% of U.S. Assets Rest of U.S. Population $27.39 Trillion 94.25% of U.S. Assets 4

5. Confidential Information – Copyright © 2013, FordDirectConfidential Information – Copyright © 2015, FordDirect Mass Affluent Millennials, Media & Technology Preferences Media Consumption 80% are heavy Internet users 57% are heavy magazine readers 32% are heavy newspaper readers 27% are heavy television viewers Devices 96% own a personal computer 81% have smartphone 44% have tablet or e-reader 5

6. Confidential Information – Copyright © 2013, FordDirectConfidential Information – Copyright © 2015, FordDirect Mass Affluent Millennials, Media & Technology Preferences Mobile Habits Likely to use a finance/banking app on phone Likely to use phone to check websites for financial information Online Habits Go online to obtain financial information Pay bills online Track investments/trade stocks,bonds, or mutual funds Use social networking 6

7. Confidential Information – Copyright © 2013, FordDirectConfidential Information – Copyright © 2015, FordDirect Marketing Millennial Tips Ensure you have the right data elements to create your segmentation system or predictive score Use in next best product models Create triggers based on life events to introduce new products and services 7

8. Confidential Information – Copyright © 2013, FordDirectConfidential Information – Copyright © 2015, FordDirect Marketing Millennial Tips Messaging and Themes Optimistic financial future Financial security Benefits, rewards, and cash back as part of value proposition Convenience of electronic transactions Channels and Approaches Omnichannel technological approaches Promote to peers to drive recommendations 8