1. Ford OWNER LOYALTY OPPORTUNITY
June 8, 2016

2. Strong loyalty among Ford owners is also visible on KBB.com
OEM loyalty average on KBB.com is 45.3%2
1. Source: KBB.com Omniture Traffic
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand
2. Source: KBB.com Omniture Traffic, Q1 2016

3. How KBB.com measures owner loyalty
KBB.com’s reach among car researchers provides unmatched insight
Brand Owners Seeking Trade-in Value…
…AND Shopping Same Brand in New Car
More people use KBB.com to determine trade-in values than all other sources combined4
1: Kelley Blue Book Web Analytics. Visits to Owners Trade-In VDP for the full year of 2014.
4: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader

4. Ford’s owner loyalty is a valuable trait
Shoppers are mostly undecided, and owner satisfaction can automatically keep a brand in consideration for the next purchase
6 in 10
Buyers are open to vehicles across makes when they shop1
64%
Compare different models online during the shopping process2
2nd
Ford owner loyalty ranking among all makes on KBB.com3
1. Source: 2016 Car Buyer Journey provided by Autotrader and Kelley Blue Book
QS10. Thinking back to when you first considered purchasing a vehicle, which of the following best describes your purchase intention?
2. Source: 2016 Car Buyer Journey provided by Autotrader and Kelley Blue Book
Q9a. Which of the following did you do online?
3. Source: KBB.com Omniture Traffic, Q1 2016

5. OWNER LOYALTY GATEWAY
Increase the relevance of Ford’s loyalty claims among KBB.com shoppers
All-new, KBB.com-built shopping hub revealing brands with the highest owner loyalty, as measured by the site*
Includes exclusive branding presence and increased exposure for Ford
Owner Loyalty information is not available anywhere else on KBB.com
Mocks are concept only. Actual design and layout of product is subject to change upon production.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand
Source: KBB.com Omniture Traffic, Q1 2016

6. OWNER LOYALTY GATEWAY
Increase the relevance of Ford’s loyalty claims among KBB.com shoppers
“Accordion” menu lists top makes in order of Owner Loyalty, as measured by KBB.com*
Ford’s information automatically expanded within the accordion
Ford leaderboard at top of the page
Promotion of Ford content on KBB.com
Most popular models shopped by Ford owners shown; models click through to KBB.com pricing page 1 3 2 1 5 2 3 4 4 5
Mocks are concept only. Actual design and layout of product is subject to change upon production.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand
Source: KBB.com Omniture Traffic, Q1 2016

7. PRICING PAGE PROMOTION TILE
Capture shoppers who are ripe for finding a new vehicle to research
All-new, fixed tile on the New Car pricing page that encourages shopping by owner loyalty
Tile remains in-view as user scrolls down the pricing page for maximum viewability
Pricing page is the final step in researching a given vehicle, opening the door to expand the shopper’s consideration set
Mocks are concept only. Actual design and layout of product is subject to change upon production.
Source: KBB.com Omniture Traffic, Q1 2016

8. OWNERS TEXT LINK BUNDLE
Entice Owners to learn about top loyalty makes before deciding which new models to research
Integrated opportunity along each page of the Owners trade-in valuation process
Highly visible locations near the top of each page’s main content
Influence shoppers who are likely preparing to shop for a new vehicle
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. OWNER LOYALTY GATEWAY – SMARTPHONE EXTENSION
Help shoppers on-the-go discover Ford’s stellar loyalty ranking
KBB.com-built extension of owner loyalty content and utility to smartphones
300x50 and 300x250 entry points allow for flexible targeting and flighting
Content will live on a dedicated, mobile-optimized page that functions similar to the desktop version
Mocks are concept only. Actual design and layout of product is subject to change upon production.

10. appendix

11. OWNER LOYALTY GATEWAY: Additional Traffic Drivers
Featured Content Tab
Toolbar
Mocks are concept only. Actual design and layout of product is subject to change upon production.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand

12. OWNER LOYALTY GATEWAY: In-page Ford Enhancements
Non-Ford OEM Expanded
Only 3 models shown
No brand editorial promotion
Mocks are concept only. Actual design and layout of product is subject to change upon production.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand

13. OWNER LOYALTY GATEWAY: Full Smartphone Landing Page
Mocks are concept only. Actual design and layout of product is subject to change upon production.
*Loyalty measured as the % of brand owners who are also shopping for a New Car within the same brand