1. Hyundai 2016 upfront
September 25, 2015

2. Giving Hyundai a head start in 2016
Handing-off to HyundaiUSA.com at early points in shopper research
Owners
Home Page
Section & Segment Home Pages

3. Introduce & Inform – HOME PAGE SHOWROOM XL
Boost awareness with a prominent, native unit on our most popular page
Customizable billboard in line with KBB.com’s Home Page content
Includes photo and feature call-outs that click out to HyundaiUSA.com
Mocks are concept only. Actual design and layout of product is subject to change upon production.

4. Introduce & Inform – HOME PAGE SHOWROOM XL
Boost awareness with a prominent, native unit on our most popular page
Customizable billboard unit for HOME PAGE SHOWROOM XL advertiser only
Link and photo click out to HyundaiUSA.com
Feature call-outs click out to HyundaiUSA.com 1 2 3 1 2 3
Mocks are concept only. Actual design and layout of product is subject to change upon production.

5. Integrated Efficiency – SECTION & NEW CAR SEGMENT SPOTLIGHTS
Promote various messages to undecided shoppers broadly or by segment
Native traffic driver on shopper home pages and/or segment main pages
Click out to relevant content on HyundaiUSA.com
Mocks are concept only. Actual design and layout of product is subject to change upon production.

6. Relevance & Influence – TRADE-IN EVALUATOR
Use real-time data to grab owners’ attention and introduce new Hyundai models
Calculates the cost of a new Hyundai after owner trades-in their current vehicle
Targeted to Hyundai and competitive owners
Designed by KBB.com with native look and feel
Mocks are concept only. Actual design and layout of product is subject to change upon production.

7. Relevance & Influence – TRADE-IN EVALUATOR
Use real-time data to grab owners’ attention and introduce new Hyundai models
Standard Hyundai MRECs appear along the owner’s valuation path
On the pricing page, the unit calculates the owner’s monthly payment for a new Hyundai, post-trade-in
Owner can click out to HyundaiUSA.com to learn more
Owner can also edit inputs to see a more customized monthly payment 2 1 1 2 3 3 4 4
Mocks are concept only. Actual design and layout of product is subject to change upon production.

8. Built-in Opportunity – OWNERS TEXT LINK
Target and reach shoppers at an early stage in the research process
Integrated Hyundai links at every step of an owner’s valuation process
Introduce a relevant Hyundai model and send interested owners to HyundaiUSA.com
Available for retention and conquesting
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. Built-in Opportunity – OWNERS TEXT LINK
Target and reach shoppers at an early stage in the research process
Text link integrated throughout owner’s valuation path pages
Additional text link available on final pricing page 1 2 2 1
Mocks are concept only. Actual design and layout of product is subject to change upon production.

10. APPENDIX

11. KBB.com Is the Top Online Source Among New and Used Car Buyers
*NEW* car shoppers use Kelley Blue Book
6 in 10
*USED* car shoppers use Kelley Blue Book
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites?
Base: New car purchasers who used the Internet while shopping for vehicle, Used car purchasers who used the Internet while shopping for vehicle

12. Top Reasons for Internet Research Align with Top Activities on KBB.com
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
1. Q: Which of the following are primary reasons you used the Internet when shopping for your [insert make and model]?
2. Q: For each of the websites you used that are shown below, please indicate which you used to [insert each task]?
Base: KBB.com visitors

13. Unique Visitors Every Month1
Over 18M
Unique Visitors Every Month1
KBB.COM IS THE MOST USED 3RD PARTY SITE AMONG NEW AND USED VEHICLE BUYERS2
1: KBB Web Analytics (All Platforms – monthly average for the full year 2014)
2: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Base: New Buyers (953), Used Buyers (691)

14. vehicle shopping brand on Google year after year2
For nearly 90 years, KBB.com has been The Trusted Resource® for pricing and valuation information
Harris Poll’s
Online Auto Shopping
BRAND OF THE YEAR
for 4 consecutive years1!
MOST SEARCHED
vehicle shopping brand on Google year after year2
1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to for further details.
2: Google Insights. Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012.

15. KBB.com Shoppers Are More Engaged
More time spent and pages viewed than our competitors
5.9 minutes per visit1
8.5
pages per visit1
83%
of KBB.com users are engaged in research activities2
1: ComScore Media Metrix – January 2015 (Multi-Platform)
2: KBB.com Omniture – 2014 Annual Research Share (mobile excluded)

16. When returning to the market to shop for a new vehicle, 70% of consumers intend to shop for different makes1
27% had the body style of the vehicle in mind but not make or model
15% had a certain class of vehicle in mind but not make or model
10% had certain features in mind but not make or model
Over half of car buyers have attributes in mind when shopping for their next vehicle, but not a specific make.
References/Notes:
2015 IHS/AutoTrader.com Automotive Buyer Influence Study (KBB Summary) -
Slide 10: Initial Make/Model Purchase Intentions
Q: Thinking back to when you first considered purchasing a vehicle, which of the following best describes your purchase intention?
*Asked on Web Surveys Only
Base: All Buyers (1216)
1: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Q: Thinking back to when you first considered purchasing a vehicle, which of the following best describes your purchase intention?
*Asked on Web Surveys Only
Base: All Buyers = 1216

17. And the longer they've owned the make, the less likely they will consider the same brand as their next vehicle
2014 Midsize Sedan Example:
Shopper Loyalty To Brand Diminishes With Each Passing Model Year
The Largest Decline Happens Within the First and Second Years of Ownership
Shopper Loyalty Rate Flattens After Five Years of Ownership
Internal Note to Sales:
Data shown is an example of what we can pull to show the current loyalty/defection trends – MI will be able to provide similar analysis for a specific OEM/segment/model vs comp set.
Deeper dive can be done to layer this with 5 year CTO and/or residual values.
Source: KBB.com Market Intelligence Shopping Activity Q3 2014

18. 43% improvement in market share2
Brands lose market share when their existing owners defect to a competitive brand
OEMs are driving aggressive conquest programs to gain market share…
…and it’s working!
of repeat car buyers purchase a brand they have never owned before1
41%
“"We're getting a lot of new, conquest buyers out of imports and domestics.”
- Jim Morrison, Jeep Marketing Director
43% improvement in market share2
References/Notes:
2015 IHS/AutoTrader.com Automotive Buyer Influence Study (KBB Summary) -
Slide 12: Vehicle Purchase History
Base: All Buyers (2014 = 1886), (2015 = 2277)
Qs3a. Was this the first time you have ever purchased a vehicle?
6% - Yes (137)
94% - No (2140)
Qs3d. Prior to this [insert make], had you ever owned a [insert make] before?
39% - No (888)
55% - Yes (1252)
Slide Calculation:
Of repeat car buyers (base = 2140), how many have never owned the brand before?
41% = 0.41 = (888/2140)
“Loyalty Drives U.S. Automotive Market Share Gains, According to IHS Automotive” -
1: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Q: Was this the first time you have ever purchased a vehicle? Q: Prior to this [insert make], had you ever owned a [insert make] before?
Base: Repeat Buyers = 2140
2: IHS Automotive. June

19. KBB’s Unique Value – Owner Retention
What’s my car worth?
What will my next vehicle be?
What should I pay for my next vehicle?
KBB’s Unique Value – Owner Retention
KBB is the first destination for shoppers returning to the market
Beginning their search by checking their current vehicle value
76% of visits to the Owners Homepage originated from an organic search or direct visit*
Typically more time to influence
- 90 days from purchase
75% of visitors who visited New Car section and Owners section, visited Owners 1st
Re-entering the market
1. Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.
2. BB.com Combined User Profile 2014

20. Comparison: Owners vs New Car Shoppers
Advantage
Researching their next vehicle or deciding which vehicle is best for them
Looking for the value of their current vehicle
Limited awareness of new vehicles and are more susceptible to advertisement
In-market with likely a solid consideration set
Just entering the purchasing path, pre-market
Shape opinions early on
Shopping profile based on new vehicles researched
Shopping profile based on current vehicle history
Able to provide more relevant, personalized messaging using Owner’s data

21. Make the most impact through an impressionable audience of pre-qualified shoppers
Actively determining what they can afford
Preparing for transaction
Engaging in research activities
3+ months away from purchase1
1: 2014 KBB.com Combined User Profile.

22. THANK YOU!