Jonathan Browning Vice President Sales, Marketing

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• Jonathan BrowningVice President Sales, Marketing
  AftersalesGeneral Motors Europe

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Selling cars in a no-growth market. How to
protect margins in the ultra-competitive
western European market.
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Western Europe Market Growth
22.0

• Growth 2004-10 1.4M units
• 50 in WE

20.6
20.1
15.5
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Some segments show strong growth
Variance 2004-10 Total Europe
640K 300K
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Older buyers become increasingly important in
vehicle market
Total Europe
of Total Population
Population Development By Age Group, in '100,000
Persons
40
35
33
30
25
20
20
15
15
12
10
5
0
1950
1960
1970
1980
1990
2000
2010
2020
2030
2040
2050
60-plus
Source United Nations
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Female buyers become increasingly important in
vehicle market

• All age bands with 40 female buyers
  1.7M

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Protecting Margins Art Science

• Science of campaign effectiveness
• Art of breakthrough marketing

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Science Campaign Effectiveness Tools
Metrics
Tools

• Floor Traffic Development

• E - device

• Contact Level
• Negotiation Rate, Closing Rate
• Test Drive Rate
• Trade-in Rate

• Customer Contact Tracking

• Awareness
• Influence on floor traffic
• Influence on purchase decision
• Influence on sales volume

• POS Survey

• Like POS Survey plus
• Impact on opinion consideration
• Quality of Test Drivers

• Specific Campaign Research

• Leadtime Field Force, Dealer, Consumer
• Dealer Feedback

• Dealer Feedback Questionnaire

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Example Floor Traffic Information
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Art The Incredibles
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Pan-European campaign with measurable results
Incredibles
Overall Awareness
76
Influence on Floor Traffic
34
Influence on Purchase Decision
45
Influence on Incremental Sales
13
Influence on pull ahead Sales
3
Results from Germany
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Brand Development Million Miles Test Drive

• 40 countries, 41Million media spend
• Over 700K test drive requests
• Up to 78 conquest
• Up to 55 purchase intent within next 6 months

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