Automotive Marketing Research Study by Dennis Galbraith presented to the 1st Digital Dealer Conference in 2006

1. The Future of Automotive Internet for AAISP Dennis Galbraith, Senior Director

2. Automotive Internet Usage Among New- 1 vs. Used 2 -Vehicle Buyers 8-Year Trend 2 Based to total used-vehicle buyers. Source: J.D. Power and Associates 1998-2005 Used Autoshopper.com Studies 1 Based to total new-vehicle buyers. Source J.D. Power and Associates 1998-2005 New Autoshopper.com Studies

3. Internet Impact on Car Buying Purchase Decisions Based to all New-Vehicle Buyers Dealer Selection Lender Selection

4. Internet Impact on the Different Purchase Decisions Based to all New-Vehicle Buyers Price Paid/ Offered Make/Model Selection

7. Primary New Online Buying Services Median $140 Average $220 12% $500+

8. Member Services Median $125 Average $172 7% $500+

9. Primary Used Online Buying Services Median $160 Average $261 15% $500+

10. Classified Advertisement

11. Advertisement or Product Demonstration?

12. New-Vehicle Online Purchase Funnel Total New- Vehicle Buyers 100% New-Vehicle AIUs 67% Requested Referral 21% Sourced Online 12% 33% Did Not Use Internet for car shopping 68% Selected a dealer and went to store without submitting a lead 45% Bought from a different dealer Base = Total Buyers

17. Honda: “Does Ridgeline come in Red” produces Redrock Pearl Ridgeline

21. Demonstrate Superiority of the Vehicle Ford uses video to distinguish the F-150 from its competitors.

23. Dealer Site Activity

24. David McDavid - 8 Brands

25. Bob Howard Auto Group – 16 Brands

26. PowerDirect.com – 25 Brands 25 Brands

27. Galpin – 8 brands sorted by price or body style

28. Integration Offline Online In Store Integrated Advertising Integrated Sales Engagement: Advertisement Vehicle Sales Person

30. Parting Advice

39. Thank You Dennis Galbraith, Senior Director [email_address] 805-418-8221