1. QUALITATIVE MEDIA MONITORING BENCHMARK PREMIUM BRANDS BMW – MINI – AUDI – MERCEDES-BENZ January 2016

2. January

4. Page 4 CORPORATE ARTICLES ANALYSIS – POSITIVE TONALITY ARTICLES « Belgium has won », AUDI stays in Brussels at least until 2025, with a new electrical model. This is good news for Brussels, and for the 2.500 employees of the manufacture. The theme is mentioned in 39 different articles this month, with globally a very positive tonality. The other positive result of the month is the analyze of the Belgian sales in 2015: more than 500.000 new cars sold, with the growing popularity of the premium brands. BMW is 3rd in sales, Mercedes and AUDI are in the top 10.

5. Topic, department, date Page 5 CORPORATE ARTICLES ANALYSIS – NEGATIVE TONALITY ARTICLES Negative tonality is mostly due to the consequencies of the so-called Dieselgate, and especially: The results on the sales; The legal proceedings against VW, especially in the USA; The suspicions on the whole automotive sector and the national tests on several vehicles to determine how we may be confident in their quotes (consumption, CO2, Nox); The prolongation of the contract for Audi Brussels has not only positive echoes in the press, mostly because of the « cost » of this prolongation (Trends/Tendances) : « Q6: an expensive car ». Expensive for the consumer (certainly more than 80.000€); but also for the Belgian State (58.000€ for each employee). The Luxemburgisch market is not in the same positive trend than the Belgian one. Only 46.433 vehicles sold in 2015 (3.360 less than in 2014). Mercedes and BMW rise with respectively +6,59% and +12,09%, where AUDI looses 13,72% in comparison with 2014).

6. Page 6 PRODUCTS ARTICLES ANALYSIS – POSITIVE TONALITY ARTICLES A nice competitive test in Autowereld compares Audi A4, BMW 3-Serie, Mercedes C-Class and Jaguar XE. The competition is rude; two years ago, the 3-Serie won the contest but today, it has to share the 1st stage with Audi A4 (nice interior, also the most spacious, and a perfect TDI engine). The C-Class comes just after (« splendid, but not splendid enough »), and the XE is « too far from perfection ». The competition is also settled between the high-end models in the premium brands: Le Moniteur Automobile/Autogids compares the 7-Serie, the S-Class and the A8 in a 10 pages article. The 7- Serie wins the competition thanks to its adaptability, the details of its finishing touches, and its technological equipments (even if some of the novelties are more incidental). However, the magazine considers the S-Class as the reference in terms of real comfort. And in opposition, the A8 is more sportivity-oriented. S ECURITY /20 T ECHNIQUE /20 O N THE ROAD /20O N BOARD /20 P RICE /20 A VERAGE /20

7. Topic, department, date Page 7 PRODUCTS ARTICLES ANALYSIS – NEGATIVE TONALITY ARTICLES The article « Tops & Flops of 2015 » from Le Moniteur Automobile/Autogids gives negative echoes especially to the premium brands: AUDI: the A4’s style is too « smooth », too « expected »; BMW: A thermal engine in the I3 to extend its autonomy is considered ad « not consistent »; The front-wheel drive of the X1 is not accurate nor « BMW-style »; XM5 and XM6 do not deserve to be considered as « BMW Motorsport »; Mercedes: The AMG-GT(S) is not a « flop » but its suspension is too rigid and not appropriate to our roads; GLE Coupé is just a « copy/paste » of BMW; An article from Autowereld compares the 6 best cars of 2015. Above BMW (7-Serie), Volvo (XC90), Jaguar (XE), Audi (R8), the winner of the contest is … the new MX-5 of Mazda, which is quite surprising.

8. Notes for the readers 1, The PR value / Press Return is expressed in Euros and is based on AVE (Advertising Value Equivalent). 2. « Message contacts » is the addition of the reach of all the publications that mentioned BMW or MINI in the target publications and in the frame of « products » or « corporate » articles. 3. Positive or negative statements are evaluated on scale from -100 to +100 which is the base of the GEOPRESS tonality index. 4. « Product » includes all the articles talking about specific models in the frame of press releases or car tests. 5. « Corporate » includes all the articles about image of the company, events, ecological activities, business results, financial aspects, jobs, production, recalls, market positioning, investments... 6. « Top 10 positive tonality » shows how positive each publication is, based on the GEOPRESS tonality index. PREMIUM COMPETITORS Audi – BMW – MINI – Mercedes-Benz

9. Media Set – Belgium/Luxembourg Daily Newspapers Magazines Car Magazines L’Echo De Tijd Het Laatste Nieuws Het Belang Van Limburg Gazet van Antwerpen Sud Presse L’Avenir Le Soir L’Essentiel Grenz Echo Luxemburger Wort La Libre Belgique Trends Tendances De Markt Le Soir Magazine Ciné Télé Revue La Libre Momento Télécran Sabato Artsenkrant De Vlaamse Ondernemer P Magazine Autogids Le Moniteur Automobile Auto Wereld Motoren & Toerisme Moto & Loisirs Motorrijder Moto80