1. Creativity, Challenge, Confidence Automotive Consumer Trends 2002 - 2006 www.mktinsight.co.kr Marketing Insight Manager: Kyong-Seuk Lee Tel. 02-6004-7612 leeks@mktinsight.co.kr Automotive Consumer Trends 2002 - 2006 ‘Manufacturer’ was considered most at purchase - Following purchase consideration was in order of ‘Price range’, ‘Vehicle class’, ‘Whether to buy existing or new model’, and etc. - Domestic Luxury, relatively higher in ‘Whether to buy existing or new model’ Although importance of brand reputation still persists, ‘Price range’, ‘Vehicle class’, and ‘Displacement’ were less considered gradually ‘Direct experience’ (ex. Test drive or Showroom display) and ‘Print media’ (Ads or Articles) were important to purchase Import Major Purchase Consideration & Information Source for Import The Automotive Consumer Trend is the result of a large-scale syndicated survey in the field of automobiles with a sample size of over 100,000 which has been conducted annually in July by Marketing Insight. It should be a meaningful source to review and predict the consumer trend over the last five years (’02 – ’06).

2. - 1 -Automotive Consumer Trends 2002 - 2006  Changes in Major Purchase Consideration for Import (2004-2006) [ Figure 1. Major Purchase Consideration ] * Research target: Import buyers within past 1 year by each Wave (ex. Import buyers between July 2005 and June 2006 for 6 th Wave) (Multiple responses, %) Manufacturer Price rangeVehicle class Whether to buy existing model or new model Displacement Whether to buy new or used Fuel type

3. - 2 -Automotive Consumer Trends 2002 - 2006  Major Consideration in Purchase Decision (6 th Wave, 2006) [ Table 1. Major Purchase Consideration ] * Research target: New car buyers between July 2005 and June 2006 ** Domestic Luxury for 6th Wave: Equus, Opirus, Chairman (For the convenience, Statesman was included.) Industry Avg.Domestic LuxuryImport Manufacturer37.835.551.3 Price range39.525.931.4 Vehicle class30.129.524.4 Whether to buy existing model or new model22.932.418.3 Displacement19.114.914.4 Whether to buy new or used24.610.713.8 Fuel type27.98.39.6 Base 10,911222 312 (Multiple responses, %) * At P<.05 significance level, significantly higher( ▲ ) / lower( ▽ ) than industry average ▲ ▽▽ ▽ ▲▽ ▽ ▽▽ ▽▽

4. - 3 -Automotive Consumer Trends 2002 - 2006  Major Source of Purchase Information (6 th Wave, 2006) [ Table 2. Purchase Information Source ] Industry Avg.Domestic LuxuryImport Test drive 14.015.142.6 Brochure 47.348.241.3 Manufacturer Website 46.135.240.7 Newspaper/Magazine 22.725.135.6 Word of mouth 31.936.234.0 Showroom display 23.119.432.4 Car-specialized Websites 17.713.829.2 Price list & leaflet 37.826.829.2 Salesperson’s explanation 31.327.425.0 Internet ads 23.618.322.1 Newspaper ads 12.913.217.6 Car community homepage 19.33.417.0 Other car-related Internet source 13.67.816.3 Salesperson’s homepage 14.714.814.1 Magazine ads 3.87.410.6 TV/Radio broadcasting 15.813.67.7 Cable TV ads 6.76.43.5 Radio ads 0.60.40.3 Base 10,911222 312 (Multiple responses, %) ▲ ▽ ▽ ▲ ▲ ▲ ▽▽ ▽ ▲ ▽ ▽ ▲▲ ▽ ▽ * Research target: New car buyers between July 2005 and June 2006 ** Domestic Luxury for 6th Wave: Equus, Opirus, Chairman (For the convenience, Statesman was included.) * At P<.05 significance level, significantly higher( ▲ ) / lower( ▽ ) than industry average