Premium Strategy 2009 Deck For Field Revised

1. 2009 GM SFE Premium Program

2. What is it? A Premium focus on Connecting with the Customer… On the Internet In the showroom In the service department Focused effort on moving the bulk of dealers forward in the key GM initiatives Selling in the 21st Century (S21) Customer Retention 2009 SFE Premium Overview

3. 2009 SFE Premium Changes At-A-Glance All SFE Premium-Division enrolled dealerships will be eligible for the following opportunities as part of their 2009 GMSFE enrollment.

4. Digital Performance Reward Designed to increase customer response time, improve quality of digital response and increase sales closing ratios Paid on a quarterly basis; per enrolled SFE Premium division Based on the dealership’s response to eMystery Shops conducted by a Third Party Expert each quarter Utilizes GM Leads Internet Index scorecard to evaluate response and score results

5. Digital Performance Reward Separate opportunity from the Quarterly and Beat the Region performance bonus and does not require a dealership to meet their quarterly Sales and CSI targets Dealerships must have a Certified Internet Manager on track to complete training as per 2009 GM SFE Performance Bonus requirements Review CIM requirements in 2009 GM SFE Process manuals

6. Digital Performance Reward Process Overview Step 1: eMystery Shops Step 2: Scoring the Response Step 3: Reporting Step 4: Quarterly Scores tabulated/posted Step 5: Digital Reward determined

7. Digital Performance Reward Step 1: Quarterly eMystery Shops Number of eMystery Shops received by dealership will be based on sales volume, taking into account the average leads received/month Maximum of 4 shops/mth Minimum of 2 shops/mth Ensures that lower volume dealers are not shopped too frequently

8. Digital Performance Reward Shopping parameters Shops begin week of 1/8/09 and continue through December 2009 Shopping will occur during business hours GM Calendar of actual shopping days to be housed on gmsfelive.com Shops consist of RFQ submitted through divisional website; cadillac.com, hummer.com

9. Number of Mystery Shops Digital Performance Reward Step 2: Scoring the Response Response will be scored using GM Internet Lead Response Scorecard and Lead Response Scorecard Guidelines Published in 2009 Cadillac and HUMMER process manuals Guidelines provide Category Requirements and correct response examples

11. 1 to 5 hours 20

12. 5 to 15 hours 10

13. 15 to 24 hours 5

14. 24 hours or greater 0

16. Alternative vehicles offered 15

17. Next steps and/or calls to action provided 15

18. Complete signature 10

19. Complete greeting 5

20. Dealer differentiation 5

22. Single spelling error only (-5)

23. Spam, bulk mail folder 0= Dealership eMystery Index Rating

24. Number of Mystery Shops Digital Performance Reward Step 2: Scoring the Response (cont) Shopper will submit scorecard for each shop after response is obtained Shoppers will wait up to 3 days for a response; at this point, response can still be graded for quality but receives 0 for response time

25. Number of Mystery Shops Digital Performance Reward Step 3: Reporting Dealership and Facilitator will have access to lead, response and scorecard via email (Category A) or website (Categories B and C) Access to above within 7 days of lead submission Quarterly reward reporting will be rolled into existing reward reports on GMSFELive.com Performance and Detail reports

26. Number of Mystery Shops Digital Performance Reward Step 3: Quarterly Scores tabulated Dealership results on the all scorecards/qtr will be totaled and divided by the total number of shops received/qtr Obtain average score per quarter All averages will be rounded to the nearest tenth Standard rounding principles apply Dealerships must have an average quarterly eMystery Shop score of 80.0 points or higher to qualify for reward

27. Digital Performance Reward

28. Digital Performance Reward Example 1 (Cadillac) 2009 SFE Retail Sales Category: 300- 399 SFE Quarterly Bonus at 100% $45,000 Average score from 12 Shops 81.6 Total Q1 Digital Reward: $2,250 (5% of quarterly bonus amount) Potential Yearly Digital Reward*: $9,000 *Maintained quarterly score of 80.0-84.9

29. Digital Performance Reward Example 2 (Cadillac) 2009 SFE Retail Sales Category: 300-399 SFE Quarterly Bonus at 100% $45,000 Average score from 12 Shops 95.1 Total Q1 Digital Reward: $4,500 (15% of quarterly bonus amount) Potential Yearly Digital Reward*: $18,000 * Maintained quarterly score 95.0 and above

30. HUMMER SFE Retail Sales Category: 75-99 SFE Quarterly Bonus at 100% $95,000 Average score from 12 Shops 81.7 Total Q1 Digital Reward: $4,750 (5% of quarterly bonus amount) Potential Yearly Digital Reward*: $19,000 * Maintained quarterly score 80.0 – 84.9 Digital Performance Reward Example 3 (HUMMER)

32. SFE Quarterly Bonus at 100% $95,000

33. Average score from 12 Shops 95.2

35. 2009 SFE Premium Offerings All SFE Premium dealerships will be eligible for the following opportunities as part of their 2009 GMSFE enrollment.

36. Level of consultation depends on sales volume and digital activity Dealerships placed in one of three categories Category A – High volume sales and lead volume Category B – Mid volume sales and lead volume Category C – Mid to lower volume sales and lead volume Category assignments will be posted on gmsfelive.com Digital Selling Consultations

37. Category A Onsite and remote consultations managed by Lisa Keller, eValuation with Facilitator participation Category B Quarterly onsite consultations managed by Digital Process Consultant/Facilitator team Category C Consultations managed by onsite SFE Facilitator Digital Selling Consultations

40. Review of response quality, DART report, action plan progressConsultation Elements/Process

42. Will partner with onsite Facilitator, bringing a third-party expertise to the digital selling processDigital Process Consultants

43. 2009 SFE Premium Offerings All SFE Premium dealerships will be eligible for the following opportunities as part of their 2009 GMSFE enrollment.

44. SFE Premium Offerings SFE Premium Digital Business Series – Service Deep dive into key fixed ops challenges Lloyd Schiller. Dealer Service Corporation 2 day meeting , 1 per region One attendee per BAC – if enrolled in both Cadillac and HUMMER = two spots Timing coincides with GMSFE Service Symposiums Dealer pays air and ground travel, incidentals Program, hotel and meals during program, are included

45. SFE Premium Offerings SFE Premium Digital Business Series – Service Focus on key drivers, such as: Pay Plans – structures for parts, service advisors, techs Defection points – tires, oil filters, etc. MPI – how to make them work Maintenance Menus – how to build, price, assess market Digital service department

47. Action items reinforce main meeting topics

48. Knowledge library contains speaker, GM SPO and SFE resources

49. Ability to share best practices/recognize success

51. CTA Changes for Premium