Import Auto Industry 360 Category Presentation

IMPORT AUTO INDUSTRY
360 Category Analysis
[August 2015]
Sam Lindsey • Rachelle Kretchmer • Sha’Trece Slaughter

INTRO
Import Auto
Industry Overview
01
Media
Spending
Client
Overviews
Strategy &
Suggestions
02 03 04
INTRO SPENDING CLIENT OVERVIEWS STRATEGY & SUGGESTIONSINDUSTRY OVERVIEW CONCLUSION & RECAP
TABLE OF CONTENTS• Agenda

INTRO
Import Auto
Industry Overview
01
Media
Spending
Client
Overviews
Strategy &
Suggestions
02 03 04
+ Current
State
+ Challenges
+Consumer
Trends
+Advertising
Trends

INTRO SPENDING CLIENT OVERVIEWS STRATEGY & SUGGESTIONS
How are the Import Auto brands distributed?
INDUSTRY OVERVIEW• Makes
CONCLUSION & RECAP>>INDUSTRY OVERVIEW
Asian Automakers Dominate the U.S. Import Auto Market

8.6
4.8
3.0
1.9
1.3
0.6
-1.6
-2 0 2 4 6 8 10
Greater China
South Asia
Europe
North America
South America
Middle East/Africa
Japan/Korea
Millions
“There is a clear shift in the quality landscape.”
INDUSTRY OVERVIEW• Overview
Global Auto Production Growth Rate 2014 J.D. Power’s Initial Quality Study
Time in the study’s 29-year history ---
Japanese brand vehicles fell below the
industry average on initial quality
Japanese brands are improving but not
keeping up with the industry.
1st
Korean brands are accelerating
the rate of improvement in new-car
quality
Renee Stephens,
VP of U.S. automotive quality at J.D. Power
[J.D. Power Associates 2015 IQ Study]
INTRO SPENDING CLIENT OVERVIEWS STRATEGY & SUGGESTIONS CONCLUSION & RECAP>>INDUSTRY OVERVIEW
• April= 10th consecutive month of shrinking
Japanese vehicle production
[J.D. Power Associates 2015 IQ Study]
[IHS-Source for Critical Info & Insight]

gas prices = more vehicle purchases
(mainly truck + SUV)
Past and Current State of the Import Auto Industry
2014
• Light trucks (including SUVs) outsold
cars for first time since 2011 [Yahoo!]
2015
Total light vehicle growth rate+3.9%
+20.9%
-2.9%
Import truck growth rate
Import car growth rate
• Hybrid and alternative energy car sales dropped by more
than 12% this year [Kelley Blue Book]
• As stock market so did purchases of
luxury vehicles
(Audi, BMW, Porsche reported record U.S. Sales)
[MarketRealist]
v s.

Current status of the Import Auto Industry
Projected Sales:
16.4
16.6
16.8
17
17.2
17.4
17.6
17.8
18
2015 2016 2017
Projected Auto Sales (Millions)
• Given the current status of the economy, analysts predict
an auto sales forecast of 16.9 million cars and light
trucks for 2015 and 17.2 million for 2016.
[Forbes]
U.S. Light-Vehicle Sales by Segment Group

INDUSTRY OVERVIEW
Challenges

INDUSTRY OVERVIEW• Challenges
Consumer demand for advanced technology
Source: http://www.strategyand.pwc.com/perspectives/2015-auto-trends, JD Power,
• Technology is playing an increasingly critical role in owner’s perceptions of overall vehicle reliability,
which can impact their likelihood to repurchase the same brand new time around. Top two problems
reported by owners are Bluetooth-pairing/connectivity and built-in voice recognition systems
misinterpreting commands – JD Power

Increase in product commonality
• Pressured by both consumer preference for
more segmented vehicles and the need to
reduce costs for competitive and regulatory
reasons
Source: http://www.strategyand.pwc.com/perspectives/2015-auto-trends
• OEMs are adding to the number of models
they offer and at the same time reducing the
number of vehicle architectures on which they
are built, drastically improving product
commonality.

Expanding Regulatory Requirements
• Tighter corporate average fuel economy
(CAFE) regulations in the United States as
well as the rest of the world are more
expensive for OEMs to comply with,
requiring higher volume to amortize
increasing costs.
Source: http://www.strategyand.pwc.com/perspectives/2015-auto-trends
• Regulators are also mandating that more
safety-related features, such as backup
cameras, be included as standard
equipment on new models, adding further to
costs.

Challenges affecting the Import Auto Industry
Global urban car ownership trends are changing due to Uber, Lyft, Sidecar, etc.
Annual
Savings
• Car Payments
• Insurance
• Parking Fees
• Gasoline
• Maintenance
Convenience
• Less times spent parking
• Ability to communicate
(phone, internet, business)
while on the way
[Infographic from Uber.com]

INDUSTRY OVERVIEW
Consumer Trends

INDUSTRY OVERVIEW• Trends
INTRO SPENDING CLIENT OVERVIEWS STRATEGY & SUGGESTIONS CONCLUSION & RECAP
Consumer trends facing the industry:
>>INDUSTRY OVERVIEW
In-Car Technology
Cross over/Compact SUV
Decrease in electric vehicles
• 2016- Backup cameras will be standard
• Touchscreen audio & navigation systems w/ Bluetooth and voice recognition
• Infotainment systems
Import Trucks vs. American
• “Cute UTEs”- Car based sport utilities targeted at “young,
urban explorers”
• Trucks have become more popular in the U.S., so import companies
are at a disadvantage due to American consumer truck preferences
• Demand for EV decreases to declining gas prices

INDUSTRY OVERVIEW
Advertising Trends

• Digital – Increasing Digital Spend, Reallocating Budget Away from Broadcast
 Car companies plan on increasing their digital spending.
Advertising trends facing the auto import industry:
• Social Media- Implementing new campaigns on different platforms
 Snapchat- Companies are utilizing Snapchat's unique opportunity to engage with millennials via geofilters
and show short form content.
 Toyota has already utilized this technology to show ads to targeted consumers within a geographic
location.
 Instagram- is projected to earn $2.81 billion dollars by 2017 in ad revenue
 Honda has turned toward Instagram for their latest campaign, which featured a sponsored post on
7/13/15

• Collaborations/Events– More unconventional advertising
 Companies are using events to make memorable car buying experiences.
 Events have contributed to sales gains during summer (the slow season).
 Car companies are collaborating with other brands such as Audi and Toms for
mutually beneficial promotions.
Advertising trends facing the auto import industry:
[McKinsey]
• Readily Available Digital Information- Is changing buying behavior
Smart Phones- Millennials are utilizing their smartphones to do research when
making a buying decision. -> companies must adapt by creating a digital experience
Internet- Shapes buying habits, dominates “purchasing journey”, rely on digital
channels for information during consideration phase

INTRO
Import Auto
Industry Overview
01
Media
Spending
Client
Overviews
Strategy &
Suggestions
02 03 04
+ Overall U.S.
Auto Import
Media Spend
+Broadcast
+Digital
INTRO >>SPENDING CLIENT OVERVIEWS STRATEGY & SUGGESTIONSINDUSTRY OVERVIEW CONCLUSION & RECAP

The Big Four broadcast networks captured the majority of the TV spending, with ABC on top at $11.7 million,
followed by NBC ($10.7 million), Fox ($10 million), and CBS ($6.6 million). However it was ESPN’s SportsCenter that
collected the most of any individual program, drawing over $3 million.
SPENDING• TV
Auto TV Spend for the last week of July
Overall, automakers spent an estimated $105.9 million on TV ads for the week, down about $15 million from the
spending the prior week. Toyota led the way with 11% of the total, followed by Honda at 8.5% and Chevrolet and
Volkswagen nearly tying at 6.7% and 6.5%, respectively.
Overall TV Spend$105.9 mil
Most Spent on ABC Broadcast captured most spending
INTRO >>SPENDING CLIENT OVERVIEWS STRATEGY & SUGGESTIONSINDUSTRY OVERVIEW

INTRO
Import Auto
Industry Overview
01
Media
Spending
Client
Overviews
Strategy &
Suggestions
02 03 04
+ Honda
+Toyota
+Hyundai
+Kia
+Acura
+Lexus
+Nissan
+Mazda
+Mitsubishi
+Audi
+Infiniti
+BMW
INTRO SPENDING >>CLIENT OVERVIEWS STRATEGY & SUGGESTIONSINDUSTRY OVERVIEW CONCLUSION & RECAP

• 18% increase in Honda light truck sales June (1).
 The gain followed a more modest increase of 1.3 percent in May after two prior months of declines.
• Honda's U.S. arm said that its U.S. sales of trucks rose 13.2% in July, helping the company to an overall
7.7% year-over-year gain.
• Honda's CR-V is now second only to the Accord in the brand's U.S. sales standings, and it's closing fast
with an 11.4% increase in July. (Accord sales were down slightly.)
CLIENT• Honda
2015 Honda sales up +4.2% over June 2014
HONDA CR-V
• June 2015 Sales: 28,349 (+8.5%)
• Crossover cars have grown in popularity as their gas
mileage improves. (34 mpg highway)
• 8th best selling car for June
HONDA CIVIC
• June 2015 Sales: 28,727 (-11.1%)
• Maintains its position as the best selling compact
car in America
• 7th best selling car for June
Honda news and updates

CLIENT• Honda
Honda Media Spend
Brand (TV)
1Q14 2Q14 3Q14 4Q14 2014 Total 1Q15 2Q15
(Through Apr)
@015 (through
april)
Honda
Broadcast
50439.1 26085.3 28054.6 54897.6 159476.55 39946.4 7448.9 47395.3
Honda Cable 27113.9 32714.2 38203.9 28940.831 126972.832 33725.634 12773.522 46499.156
APL 105.4 141.3 116.5 143.961 507.105 115.093 93.939 209.032
DISC 1929.2 1443.5 1897 3080.442 8350.105 1786.928 446.323 2233.251
OWN 73.3 37.9 65 X 176.272 X X X
AHC X 73.6 132.808 104.73 311.149 X 27.365 27.365
VEL 98.2 42.1 158.119 66.242 364.678 73.835 5.812 79.647
Brand
(Digital) Model Total DOLS (000) 2012 DOLS (000) 2013 DOLS (000) 2014 DOLS (000)
Honda
Total 46827 6770.6 15268.5 24787.9
Honda Accord 27366.5 13209 5396.9 8760.6
Honda Accord Hybrid 715 0.9 99.7 614.4
Honda Accord Plug-In Hybrid 326.7 88.9 237.8
Honda Civic 28411.6 4121.6 8076 16214
Honda CR-V 3060.1 164 723.6 2172.6
Honda Fit 3571.2 79.8 82.1 3409.3
Honda Odyssey 892.5 564.8 27.9 299.8
Honda Pilot 2291.1 101.1 954.6 1235.4
TVAdSpend
DigitalAdSpend

CLIENT• Honda
Honda’s Advertising
Increasing Digital ad spend budget by reducing TV budget
TV 2014 TV 2015
Digital 2014 Digital 2015
Creating campaigns across social platforms
 Instagram
 Twitter & Vine #Wantnewcar
78% 72%
24%18%

CLIENT• Acura
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Acura
Total 27967.6 8494 8316.8 11156.9
Acura ILX 6349.1 5559.2 330.8 459
Acura ILX Hybrid 1239.1 761 149.6 328.5
Acura MDX 1167.3 63.2 156.6 947.5
Acura RDX 222.4 10.5 70.9 141.1
Acura RLX 7502.7 6105.1 1397.6
Acura TL 3052.6 1526.1 554.4 972.1
Acura TLX 4959.1 4959.1
INTRO SPENDING >>CLIENT OVERVIEWS STRATEGY & SUGGESTIONSINDUSTRY OVERVIEW
Acura sales growth increasing
• Last year, Acura sales grew 1.5 percent to 167,843 units in the United
States, and for the first six months of this year they were up 11.7
percent.
• Acura RDX crossover gained over 29% in July, although its larger MDX
lost ground on what Honda described as "inventory issues.“
• Acura has confirmed that it has appointed Jon Ikeda as its new chief,
just as the brand prepares for the launch of its crucial second-
generation NSX supercar. (Business insider)
What’s new with Acura?

CLIENT• Toyota
Toyota positioned higher than Google, Nike and more
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Toyota Total All 55967.1 31274.1 12839.2 11853.9
Highlander 1149.3 7.4 64.9 1077
RAV 4 514 174.1 14.7 325.2
Camry 40948 20370.9 11433 9144.1
Tacoma 53.9 2.1 49.9 2
Prius 25938.1 15552.5 5564.6 4820.9
Corolla 25087.8 5905.5 13757.1 5425.1
Sienna 121 2.1 49.9 2
Brand (TV) Network 2014 Total
2015 Total
(Through 4/’15) Grand Total
Toyota Broadcast
Total
$242,958.
9
$69,013.6 $311,972.5
Toyota Cable Total
$127,677.
1
$26,939.2 $154,616.2
DISC $12,386.1 $1,807.7 $14,193.8
TLC $4,652.8 $576.8 $5,229.7
APL $3,442.9 $1,018.4 $4,461.3
ID $1,672.2 $226.3 $1,898.5
SCI $343.0 $135.3 $478.3
VEL $305.1 $118.3 $423.4
DAM $82.5 $19.8 $102.4
• Toyota #35 in the Global 500:
1. Combined Energy Productivity
2. Combined Greenhouse Gas (GHG) Productivity
3. Combined Water Productivity
4. Combined Waste Productivity
5. Green Revenue Score
6. Green Pay Link
7. Sustainability Board Committee
8. Audited Environmental Metrics
Source: 2016toyotanews.com, Nielsen Monitor-Plus via Lake 5, Includes DR, Toyota Sales Conference Notes, Kantar Media, Google Images
Digital Ad Spend Broadcast /Cable Ad Spend

CLIENT• Toyota
Embracing Digital
• Toyota is surpassed by VW in Global Sales
 Market is stalling in China, VW reaches its 2017 sales
goals ahead of time
• Embracing digital as its overall marketing
strategy
 Engaging with popular culture and accommodating life
changes
 Previously mentioned Snapchat (other brands participating
are Mercedes and Sprite)
• Swagger Wagon Campaign (2010)
 The Sienna Family
 Targeting moments versus demographics
 Adults transitioning to parenthood
Source: AdAge Global Sales, AdAge Moments,

Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Lexus Total All 1786.7 1.1 390.2 1395.4
Lexus ES 6105.1 4139.2 1693.1 272.9
Lexus GS 8813.4 6417 944.4 1452
Lexus RX 0.6 - - 0.6
2015 Total
Lexus Broadcast
Total
$99,081.2 $33,340.8 $132,422.0
Lexus Cable Total
$120,684.
7
$42,262.0 $162,946.7
DISC $5,117.0 $3,504.2 $8,621.1
TLC - - -
APL $149.4 $149.4
ID $12.5 $12.5
SCI $431.0 $226.6 $657.7
VEL $233.7 $160.5 $394.2
DAM - - -
Broadcast /Cable Ad Spend
Digital Ad Spend
• Lexus sales are up nearly 17% from year-to-date totals,
and topping the 100K mark at the earliest point in the
26 year history
• ES was the passenger car volume leader with sales of
more than 4,700, while the GS also posted a solid gain
up 14% with sales of more than 1,700.
• For utility vehicles the RX was the volume leader again
in April with sales of more than 6,800.
• Lexus luxury utility vehicles up nearly 28 percent,
following the industry trend for increased demand for
SUVs
“Sales are up for Lexus”
CLIENT• Lexus
Source: 2015 Sales Conference Notes, Nielsen Monitor-Plus via Lake 5, Includes DR, Kantar Media, Google Images, Toyota July
Sales Report

CLIENT• Lexus
“The Pursuit of Perfection”
• Lexus’ Super Bowl Ad – RC 350
 Returned to the Super Bowl after a hiatus to
reach a new demographic
 Boosted Kelley Blue Book Searched for One
Car by 1,800%
• Lexus used listener insights and drives
94% brand awareness
 Four-date Southern California music series
with Pandora to promote the Lexus F Sport
• Relevant Cultural Moments
 Small moments. Big gain.
• Lexus Hover board  “Back To The Future”
 Over 7 million views on YouTube
• Third Annual Lexus Short Film Series
 Partners with Weinsten Company
Source: Adweek The Big Game, Adweek Pandora, Google Images, AdAge Moments, Toyota Press Room,

CLIENT• Audi
Audi reported its 54th consecutive record sales month
• June 2015 sales increased 8.3%, a total that stands as the 3rd best monthly result ever in the U.S. market
• From 2014 to 2015 Audi experience low sales and a low ROI but is expected that Audi will have better
success in 2016 and 2017 due to:
 Strong model upswing in 2016-17
 Audi has only 55% of BMW and Mercedes Sales – growth opportunity
 Increasing share of the large and small SUV segments
[Forbes]
2016 will be a big year for Audi due to a strong model release line
Q3 Q7 A8 S4
Models:
• Record sales for A3 June with a 42% increase over June 2014 sales
• June 2015 24.1% increase in sales for Audi Q3,5,7
[JD Power] [Audi Newsroom]

CLIENT• Audi
Audi’s advertising campaign is technologically focused
Brand Strategy Goal: Brand Audi as a
technologically advanced luxury car
company
• Audi is focusing its advertising campaigns
(specifically the A6) heavily on technology
• Audi will continue to target the “modern luxury
consumer”
 Seeking consumers who consider tech integration as
vital to the luxury performance vehicle experience
• Audi has a partnership with airports to offer
complimentary Wi-Fi
 The goal of this promotion is to have people associate technology
with Audi
[Luxury Daily]
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Audi Total
37030.5 10827.7 11091.7 15111.2
A3 704.7 0.1 1.6 703
A4 1173.7 903.4 238.9 31.4
A6 8219.8 1436.2 2224.3 4559.3
A8 1598.2 1511.6 86.5 0.1
• In 2014 Audi invested $195 million on national spots
across more networks and more TV shows
 Bought nearly 19,725 spots on 91 networks
Aired on nearly 2,500 shows
• “Audi tracked close to a half million tweets, Facebook
Likes and Shares, YouTube comments and more”
[Wards Auto]
Summer of Audi Sales Event
is attracting even more premium car buyers to the show rooms

CLIENT• Nissan
Nissan’s Goal= Capture 10% of U.S. Market by 2017
• 13.3% increase and a June record for Total U.S. Sales
• Nissan crossovers, trucks and SUVs set a June record up
30.3%
• Murano crossover sales increase of 73.8%
• Nissan Rogue (the “cost-conscious family crossover) set a
June record at a 54.3% increase
• 12.7% Pathfinder SUV sales growth
• Best-selling Altima set a June record with sales up 12.7%
June 2015 has been a month of records!
NissanRogue
Nissan Murano
“10 best family cars of 2015”
by Parents Magazine & Edmunds.com
“Best 2-Row SUV for Families”
by U.S. News & World Report
“Best New Mid-Crossover”
By Kiplinger’s Personal Finance
Nissan Versa
“10 best cars for recent
college graduates”
by AutoTrader
[Target=millennials]
• Nissan is attempting to enter the U.S. pickup market with its
new Titan XD, which will be “positioned in the segment
between traditional heavy-duty and light-duty engines.”
NissanTitanxD
[Nissan Newsgroup]

CLIENT• Nissan
Brand (TV)
1Q14 2Q14 3Q14 4Q14 2014 Total 1Q15 2Q15
(Through
Apr)
2015
(Through
April)
Nissan
Broadcast 45857.6 30618.6 33218.9 98821.6 208516.6 69470.5 21651.3 91121.8
Nissan
Cable 37440.7 48331.2 34848.7 49729.9 170350.5 35931.4 12359 48290.4
AHC 4 4
DISC 654.5 1828.8 1013.1 856 4352.4 257.8 304.9 562.6
ID 122.3 192.8 166.2 92.4 573.6 75.3 75.3
SCI 48 353.7 212.7 505.2 1119.5 199.2 102 301.2
TLC 142.3 259.7 84.361 486.4 12.958 13
Brand
(Digital) Model
Total
DOLS
(000)
2012
DOLS
(000)
2013
DOLS
(000)
2014
DOLS
(000)
Nissan
Total 51896.5 10310 23678.2 17908.3
Altima
15272.6 10055.3 2256.3 2961
Leaf
11265.8 4636.3 1798.5 4831
Maxima
788.3 735.2 47 6.1
Sentra
3996.6 186.2 2094.9 1715.6
Digital Ad Spend
Nissan’s Goal= Capture 10% of U.S. Market by 2017

Nissan implemented a “Big Moments”
Advertising strategy for the Superbowl
to capitalize on the emotional events
many Americans experience such as
having a child or winning a first
football game (mainly male-focused)
Nissan hoped to make a big brand
statement making their ads eqally as
bold as their upcoming “bold” model
releases such as the Murano.
• Reallocation from diverse model pool to a “Top 4” strategy
 Nissan will devote 80% of its marketing funds to the Altima, Rogue, Sentra and Versa
said Fred Diaz, North American President for Sales, Marketing and Operations
• Strategy= Focus on the core models that drive their volume
[Automotive News]
• Native Ads “drive customized, local car-shopping experiences”
 Pushed ads on popular mobile publishers such as Huffington Post
[Mobile Marketer]
• 2nd “Ride of Your Life” campaign with a 360 mix of broadcast, print and
social media
 Positions Altima as “the most exciting sedan on the road”
 Partnership with NBC’s “The Voice” for a special about “Ride of Your Life” campaign, and 2
minute YouTube video
[BusinessWire]
CLIENT• Nissan
Go Bold with Nissan’s Bold New Lineup
Nissan is honing in on its advertising strategy

CLIENT• Infiniti
Infiniti
• Infiniti expanded 16% this June as it looks to separate itself from Nissan
• August 3, 2015: Infiniti today reported sales of 10,433 vehicles in the U.S. during July, an
increase of 22.2% versus the prior year.
• Infiniti crossovers and sport utility vehicles were up 40.8 % over prior year.
Infiniti QX80
• +32.7% year-to-date sales from 2014
• 2nd best selling luxury SUV in 2015
Infiniti QX30 Crossover
• This car will be revealed in 2016 and hopes to provide an
answer for the consumer who wants a sporty SUV, but is also
concerned about gas mileage
• This car will compete against the BMW X1, Lexus NX, and the
Mercedes GLA.

CLIENT• Infiniti
Infiniti U.S. Digital Advertising by Popular model
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Infiniti Total All 2147.4 483.9 500.9 1162.6
Infiniti G 1396.6 1048.5 304.1 44.1
Infiniti G37 145.3 143.3 2 0.1
Infiniti M37 14.9 1.8 13.1
Infiniti Q50 2896.5 1378 1518.6
Infiniti Q60 181.5 74.8 106.7
Infiniti Q70 277.4 277.4
• Infiniti cars have increased 5% through May, compared to year-earlier levels, and compared to a 4.4%
increase for the entire luxury-car segment.

CLIENT• BMW
i8 and i3 Electric Vehicles
• BMW has increased advertising for their line of electric cars. The i8
and i3.
• BMW Group announced today the Q2 results of 2015. According to
the sales sheet, BMW has sold 12,562 i3 and i8 models from
January 1st to June 30th, 2015. Last year, over the same period of
time, BMW sold 5,405 units, but the i3 wasn’t available worldwide
BMW sales rising
“HERE”
• Is a map service created by Nokia. BMW, Audi and Daimler
will buy Nokia's mapping business HERE for 2.8 billion
euros ($3.1 billion) in a push to extend the reach of
automakers into digital services for self-driving cars.
In the USA, sales in the first six months of 2015 rose 9.6%, with a total of 198,883 vehicles delivered to
customers. (BMW and Mini combined).
 Electric cars in general are not positioning themselves against one another but against ICE cars
instead. They are still trying to convert car buyers to their market.

CLIENT• BMW
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
BMW
Total 7206.3 1020.8 2338 3847.4
BMW 3-Series 4920.5 1236.6 3030.5 653.5
BMW 4-Series 1383.9 532.4 851.5
BMW 5-Series 1175.2 452.6 719.1 3.5
BMW i3 5518.7 57.4 5461.3
BMW i8 351.3 0.8 350.5
INTRO SPENDING >>CLIENT OVERVIEWS STRATEGY & SUGGESTIONSINDUSTRY OVERVIEW
Digital Ad Spend
BMW Digital Media Spend by Model

CLIENT• Mazda
 Mazda US April sales were up 12.8% year-over-year
 Were the company’s best since 2008, thanks largely to the
contributions of the CX-5, the Mazda6, and the ubiquitously praised
Mazda3.
 Mazda has introduced an App: Mazda Mobile Start App
 Mazda Mobile Start app gives vehicle owners the ability to perform
various tasks, including starting the car, locking or unlocking doors,
locating the car using GPS or activating the panic alarm.
Today and Tomorrow with Mazda
MAZDA CX-5
Mazda CX-5 (Crossover) sales are
up 5% in the first half of 2015
compared to 2014.
USNews.com ranked the 2016 CX-
5 3rd for compact SUVs

CLIENT• Mazda
Mazda Media Spend with Discovery Breakdown
Brand (TV)
1Q14 2Q14 3Q14 4Q14 2014 Total 1Q15 2Q15
(Through Apr)
2015
(through April)
Mazda Broadcast
16883.7 20452.4 19501.2 25422.8 82260.1 20613.5 12433.1 33046.6
Mazda Cable 17221.8 13497.5 19046.4 19470.8 69236.6 14883.2 4560.9 19444.1
DISC 418.7 357.8 513.4 353.5 1643.3 385.2 144.6 529.8
OWN 255.5 226 267.7 29 778.1 67 67
SCI 80.9 64.1 52.5 65.7 263.2 94.9 27.5 122.3
TLC 272.7 393.1 264.2 27.3 957.2
VEL 52.4 52.7 44.9 54.1 204.1 72.4 25.9 98.3
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Mazda
Total 8485.2 899.1 5114.2 2472
Mazda 3 26188.4 2267.1 13704 10217.3
Mazda 6 6810.4 894.7 2712 3203.7
Mazda
Miata 2417 309 846.9 1261.2
Mazda 2 766.4 0 484.1 282.2
Digital Ad Spend

CLIENT• Mitsubishi
“Strong sales with the Outlander crossover”
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Mitsubishi
Total
All 197.6 63.4 72.8 61.4
i-MiEV 2657.3 2146.6 510.7 -
Mirage 470.3 - 123.7 346.6
Lancer 139.2 102.3 22.1 14.8
Outlander - - - -
Outlander
Sport
- - - -
2015 Total
Mitsubishi Broadcast
Total
$3,828.7 $2,629.9 $6,458.6
Mitsubishi Cable Total $58,444.2 $18,555.1 $76,999.3
DISC $3,057.6 $952.2 $4,009.8
TLC $2,769.6 $706.9 $3,476.6
APL $1,161.8 $292.9 $1,454.7
VEL $0.3 - $0.3
Source: 2015 Sales Conference Notes, Nielsen Monitor-Plus via Lake 5, Includes DR, Kantar Media, Mitsubishi Motors Online Newsroom, Google Images
Digital Ad Spend Broadcast /Cable Ad Spend
• The highly fuel-efficient Mirage 5-door sub-compact
experienced sales of over 2,000 units for April
• Mirage sales are up 65% YTD
• The 7-passenger Outlander crossover demonstrated
strong sales with over 1,200 units sold
• Best April since 2007

CLIENT• Mitsubishi
“More U.S. Advertising”
• Unpretentious Facebook App (2012)
 2013 Mitsubishi Outlander Sport
 Algorithm identifies pretentious photos and
sends new Outlander sport to destroy it
• National TV Ads
• Re-designed Crossovers and utility
vehicles
 Characterize the current brand
 Plans to launch much-awaited vehicles
• Website re-design
 Three months post launch sales increased
57% for March, April and M ay exceeding the
6% average increase
 Improved 12 position on the 2014 JD Powers
Evaluation Study
Source: Ad Freak Outlander Sport FB, Auto News, iCrossing,

2015 Total
KIA Broadcast
Total
$131,747.
2
$38,342.1 $170,089.3
KIA Cable Total $110,444.3 $42,889.3 $153,333.6
DISC $4,565.8 $1,478.9 $6,044.7
TLC $1,543.5 $602.3 $2,145.8
APL $416.9 $356.9 $773.9
ID - - -
SCI $124.4 $102.5 $226.9
DFC $77.9 $77.9
Sales Month of July Sales Year-to-Date
# Model 2015 2014 2015 2014
7 Rio 2,227 3,791 17,062 23,757
4 Forte 7,868 5,566 51,050 43,517
1 Optima 12,638 13,588 92,604 96,401
8 Cadenza 410 587 3,699 6,002
9 K900 480 132 1,190 948
5 Sportage 5,292 4,412 29,247 24,368
3 Sorento 9,749 8,749 66,170 60,670
6 Sedona 3,672 775 24,280 4,351
2 Soul 13,975 14,709 81,961 89,708
Total 56,311 52,309 367,263 349,722
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
KIA Total 2236.2 466.4 1181.4 588.4
Rio 1268.9 921.8 196.2 150.9
Forte 4327.7 72.5 3969.7 285.6
Optima 11721.6 6430 2086.2 3205.4
Cadenza 1251.1 - 471.3 779.8
K900 1334.2 - 612.5 721.7
Sorento 165.4 0 - 165.4
Soul 7662 2150.9 631.4 4879.7
Source: 2015 Sales Conference Notes, Nielsen Monitor-Plus via Lake 5, Includes DR, Kantar Media, KIA Media , Google Images
CLIENT• KIA
Digital Ad Spend
“Significant car gains”

CLIENT• KIA
“The Power to Surprise”
• Kia Motors Super Bowl spot mixes a
little, action and humor in this well
received :60
 Former James Bond (Brosnon) briefed on his
new role in Kia commercial, inciting humor by
subverting his expectations for over-the-to
action
• Kia is known for breaking the mold in the
traditional car driving on the road ads
 Kia Soul  Hamsters
 Using inanimate characters in their
commercials
• Promotes itself as young brand
• Attracts Many high profile
celebs/athletes
 Pierce Brosnan
 LeBron James
• Takes their slogan “The Power to
Surprise” to another level
• VidCon for 3rd consecutive year
Source: Youtube KIA Motors Channel, AdFreak, Google Images, Adweek Sorento, Kia Media

• Hyundai ranked #4 on J.D. Power IQ study outranking Japanese cars
• Overall sales for Hyundai low due to lack of trucks & SUVS
 Considering a large luxury SUV in the Genesis family
 Creating its first pick-up truck (diesel) – The Santa Cruz
• Genesis sales jumped more than a third in Jan-May, outpacing Hyundai’s
overall sales gains of only 2.2%
• Sonata = 10 Best Family Car by Parents Magazine
[Autonews] [Hyundai News]
CLIENT• Hyundai
Hyundai shares are down 18% in 2015
ONLY SUVS, NO pickups2
Competitors have up to 8
Hyundai Tuscon
Compact SUV Crossover
Hyundai is missing a stronghold in the
CUV/Pickup market so has been testing
concepts & scheduling releases
Hyundai Santa Cruz
Hyundai’s first small pick-up
CARLINE JUNE/2015 JUNE/2014 CY/2015 CY/2014
ACCENT 6,541 5,720 35,976 34,264
SONATA 15,199 25,195 95,821 106,347
ELANTRA 26,613 17,168 128,698 112,497
SANTA FE 10,446 8,930 54,738 52,005
AZERA 349 705 3,653 4,191
TUCSON 3,606 3,776 22,634 24,336
VERACRUZ 0 0 0 1
VELOSTER 2,065 2,554 11,201 14,970
GENESIS 2,513 3,109 17,270 14,046
EQUUS 170 250 1,159 1,777
TOTAL 67,502 67,407 371,150 364,434
For June, Elantra and Santa Fe are
supporting company sales

CLIENT• Hyundai
Hyundai Media Spend with Discovery Breakdown
Brand (TV)
1Q14 2Q14 3Q14 4Q14 2014
Total
1Q15 2Q15
(Through
April)
2015
(Through
April)
Hyundai
Broadcast 32923.2 15093.7 13486.8 8908.3 70412 22811.4 5103 27914.4
Hyundai
Cable 14018.3 19673.3 15513.4 18496.4 67701.4 14282 5320.5 19602.5
APL 196.4 249.3 290.5 338.5 1074.6 287.6 39.5 327.2
DISC 191.5 223 143.4 330.7 888.6 459.6 17.3 476.9
SCI 9.2 9.2
Brand
(Digital) Model
Total DOLS
(000)
2012 DOLS
(000)
2013 DOLS
(000)
2014 DOLS
(000)
Hyundai
Total
70381.5 32087.9 18718.5 19575.3
Sonata 26100.6 8601.3 7597.2 9902.1
Elantra 19602.1 5266.5 8907.3 5428.4
Genesis 5529.5 2803.6 228.7 2497.2
Accent 2269.7 2208.6 33.4 27.7
Veloster 2851.4 2814.1 30.6 6.7
Digital Ad Spend
Broadcast/Cable Ad Spend

CLIENT• Hyundai
“New thinking, new possibilities”
Steve Jun replaces
Tony Kim as new U.S.
CEO for Hyundai’s
Innocean Agency
New Management
Longtime partner Tim
Blett hired to oversee
Hyundai’s account.
New Partnership
Asked for larger advertising budget
• USA CEO stated “we’re growing at a rate slower than
the general market place” in December asked for larger
advertising budget to keep up with competitors”
Signed a 4 year sponsorship of NFL
• Shows Hyundai's goals to raise brand’s profile in U.S. because
car-heavy product lineup has slowed growth as gasoline
prices have fallen.
• Hyundai sold 303,648 through may a 2.2% increase, less
than the market’s growth of 4.5%
Changed Direction
Market Share= 4.4% Share of Voice= 4.1%but
Redirected funds from small/med. cities to Nat'l Tier 1
• Shifted advertising for a more consistent message
[Autonews]
Ex-Subaru Dean Evans
CMO hired as Hyundai’s
U.S. Marketing Chief
to concentrate more
strongly on digital.

INTRO
Import Auto
Industry Overview
01
Media
Spending
Client
Overviews
Strategy &
Suggestions
02 03 04
+Digital
+Broadcast

Who is Hyundai Hank?
A stop-motion action-figure that was created
based off of Hyundai’s Director of Marketing. The
figure is intended to be a relatable character that
appeals to a quirky, young audience. This
personality offers a “third-person”
How has Hyundai Hank been used
so far?
Hyundai Hank has been leveraged across
multiple social platforms to promote the release
of the 2015 Sonata last year, made a guest
appearance in a Halloween Vine, and will be
returning for the 2016 campaign of the
revamped Sonata. Hyundai Hank is seen in
comical “mini adventures” where he interacts
and highlights aspects of a life size vehicle.
STRATEGY• Hyundai Digital
INTRO SPENDING CLIENT OVERVIEWS >> STRATEGY & SUGGESTIONSINDUSTRY OVERVIEW CONCLUSION & RECAP

SUGGESTION• 360◦ Plan
Digital integration

Digital integration
Follow Hank to

On-air integration

Thank you for your attention
Any Questions?

Import Auto Industry 360 Category Presentation

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