Brand Overview 1 International Jeep Brand Preamble

Brand Overview 1

International Jeep® Brand Preamble In Europe, Jeep® represents a state of mind as well as an admired brand. Owners say that their Jeep not only facilitates their active outdoor lifestyles, but is also symbolic of both their free-thinking independence, and their desire to lead casual relaxed life-styles. Jeep® owners talk about how their Jeep® has the capability to empower them- how it enables them to envision adventures large and small. They never discuss Jeep®’s ability to climb over rocks or to ford steams and rivers. Nonetheless, it is important that their Jeep® have off-road capability- even if it is something that they will seldom use. Jeep®’s off-road credentials, heritage, and authenticity are key to it’s uniqueness in a market full of pretenders. It is this uniqueness that gives Jeep® a form of status unlike luxury SUVs- it validates the decision to buy a Jeep® and bonds owners to the brand. 2

International Jeep® Brand Preamble The experience of owning a Jeep® may be likened to that of owning an Omega Speedmaster wrist watch, which was worn by the Apollo 11 astronauts on their mission to the moon. Obviously, people buy the Speedmaster knowing that they will never go to the moon, however the Speedmaster’s ruggedness which enabled it endure travel to the moon and back, says a lot about its quality and ruggedness. Owning a Jeep® is similar to that of a Speedmaster, both are important for what they say about their owners. Jeep® reflects the owners desire to live a less ordinary life. Jeep® ’s ability to physically and emotionally escape the everyday stress of city life attracts buyers. Owners want to be seen as multi-dimensional: successful in their city lives, active, confident, adventurous, and longing to relax in the outdoors. 3

Brand Identity Model FUNCTIONAL VALUES Nimble, responsive, stimulating ASPIRATIONAL VALUES The excitement of peak experiences “Go Anywhere” Versatility Fun & adventure ADVENTURE In-command / In control Break out of the Routine Free-spirited Exploration & Discovery Nature Noble purpose Rugged & Tough 4 WD Leadership MASTERY Off-Road Capability On-road Safety/Security Go where others cannot Purpose built FREEDOM ONLY IN A JEEP® Find the Jeep® in You Individuality & Uniqueness AUTHENTICITY Connected to a unique community Timeless Ordinary People doing Extraordinary Things The Original 4 X 4 Distinctive Jeep® design Genuine Robust, Dependable Confidence Always there for you Security FOUNDATIONAL VALUES 4

Jeep® Brand Mood Collage ADVENTURE MASTERY ONLY IN A JEEP® FREEDOM AUTHENTICITY 5

Jeep® Passion Points Camaraderie Sports • Connected to a unique • Seeking Adventure community • Constantly striving to be • Time with friends and the best family • Belonging to something bigger Technology • Up-to-date • Functional Fashion • Relaxed Style • Rugged, Outdoorsy The Outdoors • Being one with nature 6

Jeep® Brand Positioning The Jeep® brand is rooted in off-road capability, the outdoors, and adventure. The brand personifies the attitudes and values of its owners: confident, motivated more by life than status, a sense of relaxed style, and a need for psychological empowerment and freedom from constraints. 7

Jeep® Product Positioning Commander The Jeep® Commander is a ruggedly styled 7 -seat SUV, with well appointed interior providing spaciousness and versatility that add value to my rich and varied life. Grand Cherokee Jeep Grand Cherokee delivers a sporty and sophisticated driving experience with superior on-road ride and handling, excellent 4 X 4 capability, and technological innovations in a well appointed package. Cherokee The all-new rugged and uncompromising Jeep Cherokee is the newest interpretation of legendary Jeep design and capability for the active and adventurous who want to 8 sacrifice nothing.

Jeep® Product Positioning Wrangler Jeep Wrangler remains true to its heritage as the original, extreme fun and freedom machine. It delivers a new level of open air, purpose-built extreme off-road capability for independent minded adventurers. Wrangler Unlimited Born from the Wrangler, the Jeep® brand icon and ultimate 4 x 4, the Wrangler Unlimited is for those who want 4 -door versatility with the capability, fun and freedom found only in a Wrangler. 9

Jeep® Product Positioning Compass is a modern styled Jeep® designed to reach youthful customers who did not previously consider the brand. Compass has the credibility and cachet of the Jeep brand at a very affordable price. Patriot In the compact SUV segment, the new affordable and adventurous looking Jeep® Patriot allows one to project strength; and to express their individuality in a relaxed, yet rugged, style. 10

Significant Marketing Challenges • Increase low brand awareness outside NAFTA - G 5 aided awareness is high 74% 1999, 82% 2004 - G 5 spontaneous awareness is very low 1. 4% 1999, 1. 0% 2004 • Deliver coherent brand product messages to best leverage restrained marketing and advertising budgets • Develop relevant global positioning for new product introductions • Manage product lineup complexity 11

The Archetypes Archetype studies told us Jeep® is perceived as: AUTHENTIC HEROIC Ope n Natur e Freedom American Liberator Legenda ry An Origin al Loyal Unstoppa ble ICON ADVENTURE Stron g Independent Rugge d Capab le Nobel Go Anywhere, Do Anything 12

Brand History (Heritage) • 1941: Willys-Overland wins U. S. Army contract to produce Willys MB • 1944: First civilian Jeep® – the 1945 CJ-2 A – is produced • 1945: The industry’s first all-steel station wagon the Willys Overland is introduced • 1950 Jeep® is registered as an international trademark • 1954: Jeep® CJ-5 is introduced 13

Brand History (Heritage) • 1962: The Jeep® Wagoneer is unveiled, the first Jeep® vehicle designed from the ground up for civilian use • 1972: Quadra-Trac®, the first fully automatic full-time fourwheel-drive system is launched on the 1973 Wagoneer • 1983: The new 1984 Jeep® Cherokee offers 4 x 4 power in a midsize package, kicking of the modern-day sport-utility boom 14

Brand History (Heritage) • 1992: the 1993 Jeep® Grand Cherokee is introduced spectacularly at NAIAS, driven through the glass walls of Cobo Arena • 1997: The new Jeep® Wrangler is unveiled • 2001: The new Jeep® Cherokee/Liberty begins production • 2004: Jeep® Cherokee gets a facelift and an essential 2. 8 VGT CRD engine 15

Brand History (Heritage) • 2005: The all-new next-generation Grand Cherokee is introduced and the seven passenger Commander debuted. • 2006 -2007: The all-new Wrangler and four-door Wrangler Unlimited will launch. The Jeep® lineup extends to the compact segment with the addition of the Compass and the Patriot. 16

Brand Funnels and Image JEEP® BRAND Italy Spain UK 0. 8% 0. 4% 0. 8% 0. 6% 1. 0% Aided Awareness 80. 1% 89. 7% 74. 7% 77. 2% 93. 9% Favorable Opinion (Top 2) Ten point scale 10. 2% 7. 5% 25. 2% 16. 0% 9. 0% Consideration (Definitely) 9. 8% 4. 2% 25. 6% 13. 6% 16. 7% The Genuine 4 x 4 Brand 52. 6% 35. 2% 59. 8% 44. . 8% 42. 3% More Capable than other 4 x 4 s 32. 3% 14. 5% 38. 4% 23. 5% 15. 7% Innovative 34. 5% 11. 2% 37. 3% 32. 2% 22. 1% For Individual w/ Active Lifestyle 51. 4% 22. 5% 46. 0% 35. 6% 34. 3% Provide a Sense of Freedom 49. 4% 26. 0% 59. 8% 43. 6% 29. 6% Fun to Drive 61. 0% 14. 3% 44. 2% 38. 9% 26. 7% Provide a Sense of Adventure Image % Totally Agree France Spontaneous Awareness Purchase funnel Germany 54. 1% 29. 3% 59. 3% 43. 8% 30. 2% Base 1: Awareness + Don't know 502 506 504 501 500 Base 2: Awareness: Spont. + Aided 403 454 378 388 470 Note: Spontaneous And Aided Awareness use base 1; Favorable Opinion, Consideration and all Image traits use Base 2 (Total Awareness) Total Sample Base 2513 Source: Brand Tracker 2004 -2005 17

Target Customer Profile Relaxed Style Young at Heart Understated Status Adventurous Lifestyle 8 1