1. AUDI CPO
August 2015

2. Entice used car shoppers to upgrade
Offer the peace of mind that comes with CPO to shopping audiences completing purchase-ready actions

3. Most CPO Shoppers Are Open-Minded
Source: KBB.com Market Intelligence – CPO Insights, Q2 2014
Q: How far along are you in your decision process?

4. More Current CPO Owners Were Also Used Car Shoppers vs
More Current CPO Owners Were Also Used Car Shoppers vs. Any Other Intent
Source: 2014 AutoTrader.com CPO Study
Q: What other types of vehicles did you consider before purchasing/leasing your CPO [previously answered Make/Model]?

5. Over Half of Used Car Shoppers Are Willing to Pay a Premium for CPO
Willingness increased 50% YoY
Source: 2014 AutoTrader.com CPO Study; 2013 AutoTrader.com CPO Study
Q: Would you be willing to pay more for a Certified Pre-Owned (CPO) vehicle compared to a used non-Certified vehicle?

6. CPO Listings Module: Promote Live Inventory to Shoppers
Surface local inventory feeds to transact ready Used Car shoppers
Drive awareness of local Audi vehicle listings by surfacing inventory feeds along the Used Car paths
Drive consideration among Audi considerers as they explore sample listings from a user-initiated overlay
Reach a highly qualified in-market shopping audience exhibiting ready- to-purchase behaviors by pricing vehicles

7. CPO Listings Module: Promote Live Inventory to Shoppers
Surface local inventory feeds to transact ready Used Car shoppers
Shoppers pricing out Used Audi vehicles will be presented with the CPO Module
If there are no listings within a 75 mile radius, shoppers will be presented with a branded CPO message OR

8. Drive awareness for your CPO program
Provide value to shoppers by aligning with relevant KBB.com CPO information

9. KBB.com Is the Top Non-OEM/Dealership Site for CPO Research
81%
used Kelley Blue Book,
#1 Among “Other Websites”
Q7: What percentage of time spent on the internet shopping for your vehicle did you allocate to each site?
Source: 2014 AutoTrader.com CPO Study, Base = CPO Intenders
Q: What resources would you use/ have used to gather information about Certified Pre-Owned (CPO) vehicle(s)?
Q: You mentioned that you would use / have used other websites: Please select all of the websites you would visit / have visited. 9

10. Not All KBB.com Shoppers, However, Are Familiar With the Concept of CPO
More than 1 out of 3 shoppers lack familiarity overall
Source: KBB.com Market Intelligence – CPO Research, Nov 2014
Q: How familiar would you say you are with the concept of Certified Pre-Owned (CPO) vehicles?

11. Educating Shoppers About the Correct CPO Definition Increases Consideration
Source: 2014 AutoTrader.com CPO Study
Q: Thinking about your next vehicle, how likely are you to consider…? (Top Two Box)
Q: Now that you have seen the definition of CPO vehicles, how likely would you be to consider a CPO vehicle for your next purchase? (Top Two Box)

12. CPO Advertising Can Impact Potential Buyers
And became aware of CPO while online and even while at the dealership…
CPO Advertising Can Impact Potential Buyers
38% of CPO owners on KBB.com stumbled upon CPO during their research process
38% No
Source: KBB.com Market Intelligence – CPO Research, Nov 2014
Q: Would you say you began your vehicle search with CPO vehicles already in mind?
Q: How did you become aware of CPO during this process? (Select all that apply)

13. CPO Homepage: Takeover the CPO Experience
Generate awareness for CPO by bringing the program front and center
Build awareness among shoppers specifically seeking out CPO opportunities on KBB.com
Guide and influence shoppers seeking information about “Why CPO” by presenting them with integrated, valuable content from the Trusted Resource®
Insert your brand into CPO shoppers’ consideration set before they choose a competitor

14. CPO Homepage: Takeover the CPO Experience
Generate awareness for CPO by bringing the program front and center
High-impact Billboard unit headlines the CPO section
MREC rounds out the takeover bringing efficiency and awareness to your CPO program
CPO Search By OEM captures attention before shoppers consider a competitor
Branded CPO Resources module guides shoppers through the buying process