1. © 2008 ESA Market Research Ltd LowCVP Label – Research Programme 2008 ESA Market Research

2. © 2008 ESA Market Research Ltd Contents Background Methodology Showroom Audit Results Mystery Shopping Results Summary

3. © 2008 ESA Market Research Ltd Background The Low Carbon Vehicle Partnership (LCVP) commissioned ESA to: 1.Monitor the levels of compliance of the LCVP label. 2.Assess the level of awareness and understanding that car dealership staff have of the fuel economy label and associated environmental issues. The LCVP label is displayed with new car models in dealer showrooms and indicates the fuel efficiency and emissions information about the car.

4. © 2008 ESA Market Research Ltd Research Objectives The objectives of the research are: To identify what proportion of new car dealerships are correctly displaying the label To be able to break this information down by car brand/manufacturer To identify the best/ worst performing brands/ manufacturers. To understand the causes of non-compliance To assess the level of awareness and understanding of the label among dealer staff

5. © 2008 ESA Market Research Ltd Methodology The research was conducted in the following two ways: Showroom Compliance – Showroom Audit ESA’s researchers covertly visited the showroom and measured the profile and compliance on site of the LCVP Label Member of Staff Knowledge – Mystery Shop After the audit, ESA’s researchers would interact with a member of staff in order to assess their knowledge and understanding of the LCVP Label * Please note that all visits were covert.

6. © 2008 ESA Market Research Ltd Methodology Continued Fieldwork Dates : Friday 20 th – Tuesday 24 th June 2008 Sample: 384 New Car Showrooms throughout the UK.

7. © 2008 ESA Market Research Ltd Showroom Audit Results

8. © 2008 ESA Market Research Ltd Results – Showroom Audit Overall LCVP label compliance (across all dealerships selling new cars):

9. © 2008 ESA Market Research Ltd Overall Summary Trended topline compliance 2006-2008. Percentage of dealerships showing the LCVP Label:

10. © 2008 ESA Market Research Ltd Results – showroom audit 15 brands have achieved the target that 90% of vehicles should be labelled

11. © 2008 ESA Market Research Ltd Results – Showroom Audit Findings by Car Type – Small/ Medium/ Large/ Performance Cars: Total proportion of cars correctly labelled was 82%, up from 65% in 2007

12. © 2008 ESA Market Research Ltd Results – Showroom Audit Findings by Car Type – Small/ Medium/ Large/ Performance Cars:

13. © 2008 ESA Market Research Ltd Results – Showroom Audit Findings by Region: Region Cars Displaying the LCVP Label Total Cars Present% London27530390.76% North East899989.90% South West11012389.43% Yorkshire & Humberside14616489.02% South East38243088.84% East Midlands11913488.81% Wales10212382.93% Scotland29536880.16% East England25331979.31% North West32643375.29% West Midlands29741970.88% Overall2394291582.13%

14. © 2008 ESA Market Research Ltd Results – Showroom Audit Showroom Audit Performance by Brand:

15. © 2008 ESA Market Research Ltd Results – Showroom Audit Showroom Audit performance by Dealer Group: (see excel report for datasheet) Dealer Group Analysis: Strongest Performing Dealer Groups 35 Dealer Groups - 100% ‘Good Performance’ Weakest Performing Dealer Groups 5 Dealer Groups - 100% ‘Unacceptable Performance’

16. © 2008 ESA Market Research Ltd Showroom Audit – Summary Brand Analysis: Strongest Performing Brands Jaguar - 100% ‘Good Performance’ Land Rover - 100% ‘Good Performance’ Lexus – 100% ‘Good Performance’ Mitsubishi – 100% ‘Good Performance’ Weakest Performing Brands One brand – 80% ‘Unacceptable Performance’ Two brands – 75% ‘Unacceptable Performance’

17. © 2008 ESA Market Research Ltd Mystery Shopping Results

18. © 2008 ESA Market Research Ltd Communicating Benefits of Fuel Economy Staff members were more likely to mention Financial Savings than the Label or Climate Change:

19. © 2008 ESA Market Research Ltd Employing Fuel Economy in the Sale The table below shows Top performers by Brand for Q10. This table is based on unprompted and extensive use of the LCVP label.

20. © 2008 ESA Market Research Ltd Employing Fuel Economy in the Sale Q10. Employing Fuel Economy in the Sale: RESULTS BY BRAND Areas For Improvement 15 brands had non compliance with regards the unprompted and extensive use of the LCVP label. One brand had 80% of sites with no knowledge of the label or subject matter. Second worst response was a brand for which 60% of dealerships had no knowledge of the label or subject matter.

21. © 2008 ESA Market Research Ltd Employing Fuel Economy in the Sale The table below shows the top performers by Dealer Group for Q10. This is based on unprompted and extensive use of the LCVP label: Employing Fuel Economy in the Sale? No knowledge of the label or subject matter Referred to the label but without elaborating Had to be prompted on the subject matter and then used it in a limited way Unprompted use in a limited manner Had to be prompted and then used extensively Unprompted and used extensively Crosby Park Garage Ltd0.00% 100.00% Inchcape Retail Ltd16.67%8.33%16.67%8.33% 41.67% Ford Retail Ltd20.00%0.00%20.00% 0.00%40.00% W Brindley Garages Ltd0.00%33.00% 0.00% 33.00%

22. © 2008 ESA Market Research Ltd Employing Fuel Economy in the Sale Q10. Employing Fuel Economy in the Sale: RESULTS BY DEALER GROUP Areas for improvement 50 Dealer Groups had 0% compliance with regards the unprompted and extensive use of the LCVP label (see below) 4 Dealer Groups had no knowledge of the label or subject matter.

23. © 2008 ESA Market Research Ltd Quality of the Sales Staff Knowledge *Note: This is a multi code question. The table below shows the overall analysis with regards knowledge of the LCVP Label at Q11:

24. © 2008 ESA Market Research Ltd Quality of the Sales Staff Knowledge *Note: This is a multi code question. The table below shows the overall analysis with regards knowledge of the LCVP Label at Q12:

25. © 2008 ESA Market Research Ltd Quality of the Sales Staff Knowledge *Note: This is a multi code question. The table below shows the overall analysis with regards knowledge of the LCVP Label at Q13:

26. © 2008 ESA Market Research Ltd Quality of the Sales Staff Knowledge *Note: This is a multi code question. The table below shows the overall analysis with regards knowledge of the LCVP Label at Q14:

27. © 2008 ESA Market Research Ltd Mystery Shopping Summary Based upon overall performance in displaying the label, knowledge and utilisation of the label the best performers were. Brand Analysis - Strongest Performing Brand(s) – Jaguar, Lexus, Mitsubishi Dealer Group Analysis - Strongest Performing Dealer Group – Inchcape Retail Ltd

28. © 2008 ESA Market Research Ltd Overall Summary Top Performing Dealerships The following all achieved 100% in the ‘Overall Dealership Score’: -AudiBristol Audi -BMWCooper Reading -JaguarH A Fox - Hunters - Inchcape - Land RoverGuy Salmon Land Rover -MazdaVospers Mazda (Marsh Hills) - Mercedes-BenzMercedes-Benz of Plymouth -MitsubishiHorner's Mitsubishi -NissanGlyn Hopkin Ltd -PeugeotRobins and Day Manchester -PorschePorsche Centre Norwich -ProtonKlic Cars -SeatHobin of Preston Ltd -ToyotaBorder Toyota (Dumfries) -ToyotaBorder Toyota (Carlisle)

29. © 2008 ESA Market Research Ltd LCVP Label – Research Programme 2008 ESA Market Research