WHAT WE TOLD YOU IN 2009

JEEP BRAND BUSINESS PLAN

Mike Manley
President and CEO of Jeep Brand
 ORIGINS AND EVOLUTION

MILITARY THE JEEP REFINEMENT + 4WD LEADERSHIP ALL-NEW JEEP THE NEW PRODUCT
HERITAGE MYSTIQUE CAPABILITY CONTINUES CHEROKEE BENCHMARK EXPANSION

1 9 4 0s 1 9 5 0s 1 9 6 0s 1 9 7 0s 1 9 8 0s 1 9 9 0s 2000-09
4 Models 7 Models 14 Models 6 Models 4 Models 3 Models 6 Models
Refinement &
Innovation
1st 4WD Auto
All-New
Premium
Wagoneer
New Pickup
Truck

Sales
Volume
Source: Sales Industry Reporting System (SIR)
 WHAT WE TOLD YOU IN 2009

REVITALIZING AN ICON GLOBAL SALES 800+

ON A GLOBAL BASIS 800

604 609
Focus on Jeep as our lead
global brand 76 84 497
89
Established a clear vision for
brand and product DNA
528 525
408
Product life cycle management
as a priority

Aspiration to return Jeep to

the #1 SUV brand in the world NAFTA International Volume (000s)

Jeep was the #1 SUV brand in the world through 1990

Today Jeep is #6 in the world and #3 in NAFTA

Objective is to reverse downward trend in NAFTA and

to accelerate growth internationally
2009 2014 WHAT HAVE WE DONE

2009 BRAND REDEFINED

6 Models Capability plus Driving Dynamics and Fuel Economy
Launched 3 Limited Editions

2010 ICONS UPDATED

6 Models All New Grand Cherokee - Most Awarded SUV Ever
Wrangler and Patriot Refreshed
Launched 2 Limited Editions

2011 7 0 th A N N I V E R S A R Y C E L E B R A T E D
5 Models Grand Cherokee Overland Summit and SRT
Compass Refreshed
70th Anniversary Editions
Wrangler new powertrain
Launched 9 Limited Editions

2012 NEW SALES RECORD

5 Models Grand Cherokee Altitude & Trailhawk
Wrangler Moab
Liberty Latitude
Launched 14 Limited Editions
 2009 2014 WHAT HAVE WE DONE

2013 CHEROKEE RETURNS

5 Models All-New Cherokee
New Grand Cherokee with 8-speed and EcoDiesel
10th Anniversary Rubicon
Launched 14 Limited Editions

2014 GLOBAL BRAND TO NEW HEIGHTS

5 Models All-New Renegade
Launched Altitude Editions Across the Range
Launched Willys Wheeler Wrangler
Launched 5 Limited Editions to Date

2009 > 2014 LAUNCHED 5 NEW MODELS,

8 PRODUCT REFRESHES,
CUMULATIVE INVESTMENT OF
2.9B BETWEEN MANUFACTURING
47 LIMITED EDITIONS AND PRODUCT
 2009 2014 VOLUME GROWTH

Cumulative growth of 117% through 2013

~1,000
+37%
Export sales grow from 18% to 24% of total
+11%
Back-to-back world sales records 732
+15%
in 2012 & 2013 660 174
+42% 120
573
85,000 sales in April 2014 90
Highest monthly sales ever +20%
404
in 73 year history 337 770
59
60 557
Re-set 2014 sales aspirations from 800k 483
540

to 1 Million units 345

277

MORE TO DO

2009 2014 CAGR 24%

NAFTA International Volume (000s)
 LEVERS FOR GROWTH

BRAND AND PRODUCT EXTENSION

PROACTIVE LIFECYCLE MANAGEMENT

EXPANSION OF MANUFACTURING FOOTPRINT GLOBALLY

CONTINUED DEVELOPMENT OF JEEP DISTRIBUTION INFRASTRUCTURE

 POSITIONING AND CORE VALUES

VEHICLES ENABLING LIFES EXTRAORDINARY JOURNEYS

BRAND POSITIONING

The authentic SUV with class-leading

capability, craftsmanship and versatility for
people who seek extraordinary journeys.

BRAND PROMISE

Provide vehicles that support a lifestyle of

boundless freedom, responsible adventure
and are reliable, safe, fun and
environmentally friendly.
 CORE VALUES

FREEDOM Being true to your dreams and working to make them real.

ADVENTURE The ultimate search for a place where you can be true to who you really are.

AUTHENTICITY The higher standard pursued in all you do and dream.

PASSION Stretching your limits to achieve greatness.

CORE CUSTOMERS

ADVENTURER ARCHETYPE
Its about the journey, seeking out and exploring that which is
new, being true to oneself.

DOERS
Live and play in a world full of adventure and extraordinary
journeys.

They need authentic gear to conquer the task at hand.

DREAMERS
By far the largest group. Time constrained by family and work, and
have little time to actively participate in their dream.

They want authentic gear with the hope that one day theyll be
able to do more and dream less.
 BRAND DNA

THE ICONIC
PRODUCT ALL OTHER JEEP
BOOKEND
ATTRIBUTES PRODUCTS
WRANGLER

STYLING

FUNCTIONALITY

CAPABILITY

EXTREME OFF-ROAD

1 : CAPABILITY 1 : DYNAMICS / FUEL ECONOMY

PRODUCT 2 : FUNCTIONALITY
2 : FUNCTIONALITY PRIORITIES
3 : DYNAMICS / FUEL ECONOMY 3 : CAPABILITY
(All models capable of achieving Trail Rated)
TRAIL RATED A CURRENCY OF CAPABILITY

TRACTION
Trail-Rated Traction Helps Maintain
Controlled Forward Motion In Snow,
Ice, Sand and Mud.

ARTICULATION
When one or more wheels are elevated, the
4x4 system helps the other wheel(s)
maintain ground contact longer to move
steadily ahead.

MANEUVERABILITY
Precision steering and optimized
wheelbase allow for expert navigation at all
times.

GROUND CLEARANCE
Optimal approach, departure and breakover
angles to clear logs, rocks and uneven
ground.

WATER FORDING
Additional electrical and body seals and a
high air intake location, to traverse water up
to 20-inches deep.
 ADVENTURE RANGE

GRAND
PATRIOT WRANGLER COMPASS CHEROKEE
CHEROKEE

EVERYDAY SOPHISTICATE BOUNDLESS SPIRITED MAINSTREAM

ADVENTURE ADVENTURE ADVENTURE ADVENTURE ADVENTURE

CLASSIC, AMERICAN POWERFUL, FRESH EXPRESSION ENGINEERED TO

ATTAINABLE QUALITY AND CONFIDENT AND OF AMERICAN SATISFY A RESTLESS
CRAFTSMANSHIP NOBLE SPIRIT ATTITUDE CURIOSITY
STYLE

THE BEST OF WHAT WERE THE EVOLUTION OF A BUILT

GATEWAY TO MADE OF POWER WITHIN LEGENDARY BLOODLINE FREE
ADVENTURE

ACCOMPLISHED LEADERS AND SEEK EXCITING EXPERIENCES CHOOSE A PATH INNATELY CURIOUS
MILLENNIALS IN SEARCH OF INFLUENCERS WHO SEEK A AND A VEHICLE THAT OF THEIR OWN, MAINSTREAM
THE PREMIUM VEHICLE REFLECTIVE DELIVERS ON THE PROMISE SOCIALLY CONSUMERS WITH AN
JOURNEY TO SHAPE THEIR OF THEIR SUCCESS. OF ADVENTEROUS MILLENNIALS. ACTIVITY-CENTRIC
DEFINITION FULFILLING THEM. LIFESTYLE.
OF ADVENTURE
 GLOBAL UV INDUSTRY OUTLOOK

6% CAGR
Global UV industry is
projected to grow by 6%
CAGR from 14M in 2013 to 21% CAGR
18M in 2018CY 18,300
17,200 17,800
16,200
APAC is projected to 15,000
experience the largest 13,991
growth of 9% CAGR and
becomes the largest UV
market (8M units)
6,455

2009 2013 2014 2015 2016 2017 2018

A PA C EMEA NAFTA LATAM Volume (000s)

Source: Q1 2014 IHS Global Insight

 GLOBAL UV BY SEGMENT 2013 VS. 2018E

6% CAGR
NAFTA & APAC combined will
represent 78% of the D & E UV 2018CY (18.3m)
segments EMEA & APAC represents
84% of the B & C UV segments

Largest growth is projected in the

BSUV segment (+13% CAGR) E B
19%
growing from 1.9m in 2013 to 3.5m in 17%
2018

2013CY (13.9m)
C
E B D 28%
20% 14%
36%

D C
28%
39%

Source: Q1 2014 IHS Global Insight

 BRAND AND PRODUCT EXTENSION

PROACTIVE LIFECYCLE MANAGEMENT 75th

ANNIVERSARY

2013 2014 2015 2016 2017 2018

SEGMENT 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

B Renegade

Patriot

C Compass

C SUV

Wrangler
D
Cherokee

Grand Cherokee
E
Grand Wagoneer

JK
New Vehicle or Mid-Cycle
Renewal of Existing Nameplate Freshening
Jeep localized portfolio expands from 5 nameplates
built in one country to 6 nameplates in 6 countries
Portfolio expands by adding small SUV and one 3-row.
 2013CY MANUFACTURING FOOTPRINT

GLOBAL PRODUCTION - 798K

NAFTA
PRODUCTION

798,000 APAC
Belvidere Assembly Plant SA L E S - 9 4k

Toledo North & South U V I N D U ST R Y 5.3 MI L L I ON

Assembly Plant
EMEA
Jefferson North Assembly Plant
SA L E S - 54k
S A L E S - 557 k
U V I N D U STR Y 4.2MI LLI ON

U V I N D U S T R Y - 5.7 M I L L I O N

LATAM

S A L E S - 26 k

U V I N D U ST R Y - 0 .6 MI L L I ON

Source: Q1 2014 IHS Global Insight

 2018CY MANUFACTURING FOOTPRINT - GLOBAL EXPANSION

GLOBAL PRODUCTION - 1.9 MILLION

EMEA
NAFTA APAC
PRODUCTION
PRODUCTION PRODUCTION
~1,000K ~200K ~500K
U V I N D U ST R Y - 5.1 MI L L I ON
U V I N D U S T R Y - 5.9 M I L L I O N U V I N D U ST R Y 8 . 2 M I L L I O N

LATAM
PRODUCTION
~200K
UV INDUSTRY - 0.8 MILLION

Source: Q1 2014 IHS Global Insight

 GLOBAL NETWORK EXPANSION FROM 2013 - 2018

JEEP DEALERS GROW Largest expansion of network com es from LATAM and APAC
FROM 4,706 TO 6,023

NAFTA 2013 2018 DELTA (%) APAC 2013 2018 DELTA (%)
Dealers 2,822 2,900 +3% Dealers 396 1,270 +221%
Throughput 198 274 +38% Throughput 235 477 +103%

EMEA 2013 2018 DELTA (%)

Dealers 1,254 1,550 +24%
Throughput 43 177 +312%

LATAM 2013 2018 DELTA (%)

Dealers 234 303 +29%
Throughput 112 690 +516%
 BRAND 2018 SALES PROJECTION

~+160% ~1, 900

Jeep brand sales will grow by 20% CAGR
from 732k in 2013 to ~1.9m in 2018CY

LATAM will grow by greater than 50% CAGR

APAC sales projected to increase by ~45%

CAGR

EMEA sales projected to increase by ~35%

CAGR +117%
732
4%
NAFTA sales projected to increase by less 7%
than 10% CAGR 13%

337
NAFTA still retains leadership production role 9%
but less reliant on NAFTA demand. 5%
76%
4%

82%

NAFTA APAC EMEA LATAM

 2013 2018 BRAND GROWTH WALK

> 700k ~ 1,900k

147k
75k
185k 64%
732k 13%
6%
17%

2013 CY 2018 CY

Volume increase from industry growth Volume increase from new segments added to the Jeep portfolio
Volume increase, share growth from carry over vehicles Volume increase from localization
 BRAND GLOBAL SUMMARY

UV INDUSTRY Global UV industry is projected to grow by 6% CAGR from 14M in 2013 to 18M in 2018CY
APAC is projected to experience the largest growth of 9% CAGR and becomes the largest UV
market (8M units)
NAFTA & APAC combined will represent 78% of the D & E UV segments while EMEA & APAC
represents 84% of the B & C UV segments
Largest growth is projected in the B UV segment (13%CAGR) growing from 1.9M in 2013 to 3.5M in
2018
PRODUCT PLAN Jeep localized portfolio expands from 5 nameplates built in one country to 6 nameplates in 6
countries
Portfolio expands by adding small SUV and one 3-row

VOLUME & SHARE Jeep brand sales will grow by 20% CAGR from 732k in 2013 to ~1.9m in 2018CY
LATAM will grow by greater than 50% CAGR
APAC sales projected to increase by ~45% CAGR
EMEA sales projected to increase by ~35% CAGR
NAFTA sales projected to increase by less than 10% CAGR

MANUFACTURING Manufacturing footprint extends from 4 plants in 1 country to 10 plants in 6 countries

Global Jeep production increases by 138% to 1.9m units by 2018CY
Non-NAFTA plants will produce ~900k vehicles by 2018CY
WHAT WE TOLD YOU IN 2009
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