Pub. 2 2019-2020 |Issue 2

7 INFLUENCE ON PURCHASE CHOICE 54 % Made a purchase decision based on what they saw at an auto show 18 % Bought a brand they were not considering before the show BENEFITS OF OEM PRESENCE... • Decreased brand opinion / Lower likelihood to buy • Lost brand exposure • Loss of “added to consideration” list 25 % –60 % Surrender of brand gains for every OEM Worth the Price of Admission... AUTO SHOWS: IMPACT ON BRAND AND PRODUCT AWARENESS 39 % 2 x 7out of 10 Attendees plan to buy a new vehicle within 12 months Added one or more brands to their consideration list More likely to plan a new-vehicle purchase within a year of visiting a show versus the general population AUTO SHOWS MATTER TO DEALERS 8.0 of 10 Dealer rating of the importance of local auto shows for driving customer traffic into dealerships Dealers feel auto show absence has negative impact on customers’ brand awareness 75 % Over Dealers feel auto show absence has negative impact on customer traffic and on retail sales 66 % Over NATIONAL AUTOMOBILE DEALERS ASSOCIATION 8484 Westpark Drive, Suite 500 | Tysons, VA 22102 Lincoln – present at of 2019 U.S. shows – reaped benefits from their competitor’s absences 90 % 26 % Experienced a gain in being added to consumers’ shopping lists as a result of their show presence 10.25million+ Consumers attend U.S. auto shows 1 When it comes to driving brand consideration and excitement among consumers, the impact of auto shows cannot be understated. Today’s shows provide a unique, experiential way to introduce your brand to new consumers, or connect with loyal customers. Year after year, the numbers tell the story: Auto shows are worth the price of admission for every OEM. Sources: Foresight Research,Renewed Strength –And the Penalties ofAbsence ,September 2019 NADA DealerAttitudes Survey ,2019 Foresight Research,2018Auto Show Executive Report ,December 2018 • • ...AND COST OF NOT SHOWING UP