AWT Bavaria Ukraine. BMW Marketing 2013. Sheer Driving Pleasure AWT Bavaria Odessa November 2013

BMW Marketing Ukraine. Review 2013 – Market Situation.   2012 Share, % YTD 2013 Share, % 1 Series 32 1% 23 2% 3 Series 232 11% 231 16% 4 Series 6 0% Z4 9 7 5 Series 543 25% 278 19% 5 GT 48 15 6 Series 39 21 7 Series 68 3% 45 X1 347 214 15% X3 234 176 12% X5 359 17% 226 X6 236 184 13% TOTAL 2147 1426

BMW Marketing Ukraine. Review 2013 – Market Situation. 2013 YTD 2013 YTD Petrol Diesel Petrol, 2012 Diesel, 2012 1 Series 74% 26% 94% 6% 3 Series 68% 32% 88% 13% 4 Series 67% 33% Z4 100% 5 Series 53% 47% 92% 8% 5 GT 83% 17% 25% 75% 6 Series 90% 10% 7 Series 80% 20% 79% 21% X1 44% 56% X3 45% 55% X5 34% 66% 43% 57% X6 52% 48% 59% 41% TOTAL 54% 46% 2012

BMW Marketing Ukraine. Review 2013 – Market Situation. 2013 YTD sDrive xDrive sDrive; 2012 xDrive; 2012 1 Series 78% 22% 100% 3 Series 81% 19% 64% 36% 4 Series 67% 33% Z4 5 Series 61% 39% 5 GT 44% 56% 6 Series 52% 48% 69% 31% 7 Series 2% 98% 41% 59% X1 13% 87% 35% 65% X3 X5 X6 TOTAL 30% 70% 37% 63% 2013 YTD 2012

BMW Marketing Ukraine. Review 2013 – Market Situation. BMW 3 Series

BMW Marketing Ukraine. Review 2013 – Market Situation. BMW 5 Series

BMW Marketing Ukraine. Review 2013 – Market Situation. GKL+

BMW Marketing Ukraine. Review 2013 – Market Situation. BMW X1 / X3

BMW Marketing Ukraine. Review 2013 – Market Situation. BMW X5 / X6

Review 2013 – Activity Calendar 2013. BMW Marketing Ukraine. Review 2013 – Activity Calendar 2013. Topic 2013 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Launches Brand Campaign – Aesthetic GKL + Sales Support Campaigns Q1 and Q4 Retail focus F30 / F10 / E84 / F25 Value Packages F07 LCI F15 F06 M F34 F10LCI F32 ATL Print / Digital 7 Series F06 Print / OOH Print / OOH Print / OOH / Digital Print / OOH / Digital Print / OOH / Digital Print / OOH / Digital Print / OOH / Digital BTL Launch Activities Retail Focused Activities X5 F15 F10 LCI F32 BMW Roadshow Sponsoring Sports Marketing Aftersales BMW Financial Services F30 7 Series F34 F32 / F15 UFW Legal Awards BMW Club Meeting UFW F06 M BMW Golf International OOH / POS POS at Events Seasonal Campaign Print / OOH / Digital / POS 10

BMW Marketing Ukraine. Review 2013 – Marketing Activities. Ukrainian Fashion Week is the professional fashion event of the prêt-a-porter shows, takes place twice a year, gathers more than 40 participants, accredits more than 150 Ukrainian and international mass media and is attended by over 25000 guests every time. Activities: Product Placement, VIP Shuttle.

BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Club Meeting June 15, 2013 ˃ 2300 BMW cars registered as participating; ˃ 20.000 visitors Model Range Promotion F34 Launch Accessories and Lifestyle area BMW SF promotion

BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Club Meeting Activities: Launch of the new 3 Series GT M models exhibitions ( M6 Series GC, M5) + 2 motorcycles BMW Financial Services promotion BMW Lifestyle area (sale with special price offer just for that day + vouchers for 11% discount offers at our dealerships for the next 6 days – to get the traffic) BMW Service promotion – flyer and special offer for vehicles older than 2 years

BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Club Meeting

BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Roadshow 2013: 8 cities 10 vehicles 2 months/ 20 test days 1.987 test drives 15.820 km F20/118d, F30/328i xDrive, F10/520i, F10/528i xDrive, E84/X1 xDrive, F25/X3 xDrive, E70/X5 xDrive, E71/X6 xDrive, F07/535i xDrive GT, F06/640i Gran Coupe Simferopol Lviv Dnipropetrovsk Donetsk Lugansk Zaporizhia Odesa Kharkiv

BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Golf Cup International 2013 Ukraine July 20, 2013 Kiev Golf Club GolfStream http://www.kievgolfclub.com/ 67 players (3 winners) 500 guests Activities: Launch of the new BMW M6 GC M models exhibitions ( M5, X6 M) BMW Model Range Test Drive BMW Financial Services promotion BMW Lifestyle area

BMW Marketing Ukraine. Review 2013 – Marketing Activities.

BMW Marketing Ukraine. Review 2013 – Marketing Activities.

BMW Marketing Ukraine. Review 2013 – Marketing Activities.

BMW Marketing Ukraine. Review 2013 – Marketing Activities.

BMW Marketing Ukraine. Review 2013 – Marketing Activities. VIDEO

BMW Marketing Ukraine. Review 2013 – Marketing Activities. The New BMW Importer Centre in Ukraine Groundbreaking Ceremony September 24, 2013 50 Media (100 guests)

BMW Marketing Ukraine. Review 2013 – Marketing Activities. F32 / F15 Preview Events: 14 Dealerships 24/09 - 16/11 2 vehicles for static presentation: BMW - X5 xDrive 50i BMW - 435і xDrive Coupe Test Drive: BMW - X5 xDrive30d Kyiv Simferopol Kremenchuk Khmel’nits’ki Lviv Dnipropetrovsk Donetsk Lugansk Zaporizhia Mykolaiv Odesa Kharkiv Rivne Poltava

BMW Marketing Ukraine. Review 2013 – Marketing Activities.

BMW Marketing Ukraine. Review 2013 – Marketing Activities. VIDEO Groundbreaking Ceremony VIDEO F32 / F15 Preview Event

BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Information Sheets A4

BMW Marketing Ukraine. Review 2013 – Aftersales. OOH / Billboards DM / Seasonal Campaign Brochure DM / Flyer

BMW Marketing Ukraine. Review 2013 – BMW Financial Services. Insurance Flyer Car Stickers BMW Financial Services Flyers Mirror Hanger Showroom Pylon Showroom Financial Price

BMW Marketing Approach 2014. Ukraine. Hero Local Market September 2013 2014 # 1

Marketing Approach 2014. SWOT. Strengths Opportunities New X models Competitive price positioning Dealer network with good coverage Attractive financial products with SF High level of brand&company loyalty BPS/Trade-in   Aftersales focus End-user sales control Entry model strategy (for key segments) New Dealerships Opening Weaknesses Threats Strong political lobby of the MB importer New taxes/Economic depression More attractive basic equipment lists of competitor vehicles Euro/USD exchange rate New competitors' products Competitors special price positioning (e.g.ML) Grey market Difficulties with Spare Parts Delivery 30

Marketing Approach 2014. Priority Ranking.   Priority Ranking Priority Topics 1 = High / 5 = Low 1 2 3 4 5 Example* X Aesthetics Campaign x BMW 2 Series Active Tourer BMW xDrive Campaign (F15,F25 LCI, F26, F16) Sales Support UKL (F20) Sales Support KKL (F30) 6 Sales Support MKL (F10) 7 CRM Approach 8 Sales Support GKL+ 9 Sales Support Package Offers 31

BMW Activity Plan 2014.

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