BMW Sales Mar 2015 Page 1. BMW Sales Playbook. March Madness 2015.

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1 Page 1 BMW Sales Playbook. March Madness 2015.

2 Page 2 BMW Sales Playbook. Table of Contents. MARCH MADNESS KICKS OFF with more than double the media from 2014! BMW Sports Activity Sales Event continues RIDE THE CRAZY TRAIN! Sales Support Planning Calendar and MY2015 Build Out Plan 1. DRIVE CONSUMER SALES OPPORTUNITIES BMW Loyalty Pull Ahead 36-month Lease Offers 0.9%-2.9% APR Offers Turbocharged In-Stock Allowance with 75% Retail Co-op 2. REWARD THOSE THAT ACHIEVE Dealership Consumer Sales Bonus MotoGP M6 Sales Contest 3. PROMOTE SERVICE LOANER EFFICIENCY AMP Velocity Bonus AMP Enhanced Subsidy for 6 Series and 7 Series Recognition Victory Lap 2015 Winners Power of M Sales Award 2016 Product Knowledge on Demand xdrive Superiority CPO Sales Programs

3 Page 3 Sales Support Planning Calendar. MY2014 Shifts to CPO Elite and MY2015 Buildout Continues.

4 Page 4 Sales Support Planning Calendar. MY2014, 15 & 16 Planning Strategy. In March, we provide the 0.9%-2.9% APR and offers to sell any remaining inventory, along with retired Service Loaners. MY2014 lease support for most models comes to an end with February, but current cash support remains on 3, 5, 7 & i3. CPO Elite is also a strong option for these vehicles. MY2014 & 15 BUILDOUT : MY2014 3, 5, 7 & i3 Innovation Credit shifts to Buildout Cash with amounts remaining unchanged. MY Series, Z4 Introduction of Buildout Cash amounts on 6 Series and Z4 (see below) MY2015 X3, X4 Carry on with the strong lease support under the Sports Activity Sales Event campaign, as well as APR/Select offers. MY2015 Buildout Cash 6 Series $4,000 Z4 Roadster $1,500 All other MY2015 & 16 models continue with New BMW programs, detailed in the next section.

5 Page 5 MARCH MADNESS MEDIA MORE THAN DOUBLES. THE BIG PICTURE: A DIVERSIFIED APPROACH WITH MASSIVE MEDIA WEIGHT WILL RESULT IN A RECORD MONTH AND FIRST QUARTER! March media plans cover TV, digital, and print for over 356 million impressions! March Madness tournament coverage includes TV and digital presence in every game Motorsports coverage includes TV presence during the Twelve Hours of Sebring race and in print with a brand page in Racer Magazine 6 Series coverage includes TV and digital presence aligning with our high-end consumers interests, promoting pre-lci 6 Series and M6 as the pinnacle of performance March welcomes the first of the 2015 Ultimate Driving Experience events in Atlanta! The impactful and memorable UDEs are set to maintain their reputation as the most engaging manufacturer-sponsored customer driving events in the industry More information to come in UDE Playbook next week! ALL ABOARD THE CRAZY TRAIN!!

6 Page 6 BMW SPORTS ACTIVITY SALES EVENT CONTINUES. In March, we continue our first sales event of 2015 focused specifically on BMW SAVs: The campaign carries on into March, riding a huge wave of media with the full breadth of creative assets available See Sports Activity Sales Event campaign page in Marketing Central The already attractive lease offers are now supplemented with excellent APR/Select offers as low as 0.9%, further detailed in Page 10 of this month s Playbook This continues the buildout of MY2015 X3 and X4, which end production in March

7 Page 7 BMW SPORTS ACTIVITY SALES EVENT CONTINUES. Program Tactics X1 xdr28i X3 xdr28i X4 xdr28i X5 xdr35i X6 xdr35i RV 36 Months Advertised Monthly Payments Average Transactional Monthly Payment $309/mo $479/mo $499/mo $659/mo $769/mo $381/mo $593/mo $617/mo $757/mo $872/mo The Sports Activity Sales Event More production in February and March increase availability across the line! Dealer Forum comments and your feedback helped create this campaign, from advertising assets to sales support program structure, so get behind it and carry the flag! Use the BMW Loyalty Pull Ahead program to amplify this campaign, which comprises the MY2015 buildout for X3 and X4!

8 Page 8 1 DRIVE CONSUMER SALES OPPORTUNITIES. BMW Loyalty Pull Ahead Program. YOU GUYS are Number One!

9 Page 9 1 DRIVE CONSUMER SALES OPPORTUNITIES. BMW Loyalty Pull Ahead Program. This incredible loyalty benefit continues through March, covering up to 6 payments for lessees maturing in 2015! Remember the performance-based Mulligans: 1 Mulligan earned for every 3 conversions of Q1, Q2, Q3 maturities 1 Mulligan earned for every 2 conversions of Q4 maturities COMBINE WITH TURBOCHARGED IN-STOCK ALLOWANCE FOR A KILLER DEAL ON 3 SERIES AND 5 SERIES!! 8.5% Minimum YTD Target Conversion 16.0% Benchmark YTD Target Conversion 17.5% Best-in-Class YTD Target Conversion

10 Page 10 1 DRIVE CONSUMER SALES OPPORTUNITIES. MY2014, 2015, 2016 Programs. 36-Month Lease All MY2015 models now shift back to a standard 36 month term, allowing a supported shorter term offer for shoppers 3 Series, Z4 payments stay flat from February 7 Series payments also stay flat from February, with the 24-month offer still in place APR/Select Offers Offers in place across MY2014, 2015, and 2016 models to diversify the program slate and counter our competition at every level! ADVERTISING WILL FOCUS ON THE 0.9% APR FOR 36 MONTHS APR/SELECT OFFERS MY2014, 2015, 2016 MY2016 Sales Support 36 mo 60 mo 72 mo APR 0.9% 1.9% 2.9% Select 1.9% 1.9% - Lease and APR/Select programs are in place for MY2016 X3, X4, Z4, and 6 Series

11 Page 11 1 DRIVE CONSUMER SALES OPPORTUNITIES. Turbocharged In-Stock Allowance Continues. Turbocharged In-Stock Allowance and 75% Retail Co-op Reimbursement: MY Series and 5 Series retain this incredible offer from February to supplement lease or non-lease deals on in-stock, unreported units! 3 Series = $1,000 5 Series = $1,500 Only available for credit locks from Tue, Mar 03 thru Tue, Mar 31 Only available for RDRs from Tue, Mar 03 thru Tue, Mar 31 Combines with current lease, cash and finance programs, as well as BMW Loyalty Pull Ahead, Eco Credit and OL-based offers Not lockable for deliveries after Tue, Mar 31, not available for previouslyreported vehicles, nor vehicles in a sold priority as of Tue, Mar 03 Not available for Service Loaners, Demos, Company Cars, Daily Rentals, or Extended Test Drive vehicles; see bulletin for details. Tier 3 promotion qualifies for 75% Retail Co-op reimbursement in March FMAs and other assets are available on Marketing Central for quick, easy activation! Special, limited inventory qualifies Act now!

12 Page 12 1 DRIVE CONSUMER SALES OPPORTUNITIES. Sales Support for MY2014. MY2014 Retired AMP Sales Demo New Unreported ALL MODELS 0.9%-2.9% APR,, CPO Elite, AMP Velocity Bonus 0.9%-2.9% APR,, Cash credits in place 0.9%-2.9% APR,, Cash credits in place i3 Lease Credit and/or Buildout Cash will pay on any MY2014 vehicles delivered in March which have not already been paid.

13 Page 13 1 DRIVE CONSUMER SALES OPPORTUNITIES. Sales Support for MY2015. MY2015 Advertised Lease Term Cash Support Changes Average Lease Payment Change 2 36 mo No Change + $10 to $ mo No Change No Change 4 Series, 5 Series Z4 36 mo No Change + $15 to 36 mo + $1,500 Buildout No Change 6 36 mo + $4,000 Buildout + $20 to $ mo No Change No Change X1 36 mo No Change + $20 to $25 X3, X4 SAV X5, X6 36 mo No Change No 36 mo No Change No Change Non-Lease Sales Support

14 Page 14 1 DRIVE CONSUMER SALES OPPORTUNITIES. Sales Support for MY2016. MY2016 Advertised Lease Term MY2016 v MY2015 Lease Payment Non-Lease Sales Support Z4 36 months +10% 6 36 months +10% X3 36 months +8% X4 36 months +10%

15 Page 15 2 REWARD THOSE THAT ACHIEVE. Dealership Consumer Sales Bonus. FULL-LINE CONSUMER SALES BONUS FOR DEALERSHIPS: Each dealer will be assigned consumer sales targets for March; Target achievement is based on new, unreported, MY2014, 2015, and 2016 consumer retail type RDRs Dealers receive $1,000 per consumer retail unit, BACK TO CAR #1, at 100% consumer sales target All new consumer retail types are eligible for payout, along with delivery of previously reported demonstrator units if sales target is achieved Find your March Consumer Sales Bonus Report in the AwardLine portal in DealerSpeed, under the MyAwardLine History tab to track your progress. Combine the Consumer Sales Bonus with all the other consumer programs on offer in March, and you will be driving a CRAZY TRAIN LIKE A BAT OUTTA HELL!! For example: A new MY i which is in stock qualifies for Turbocharged Allowance ($1,000) and the lease/apr offers, plus Consumer Bonus ($1,000).

16 Page 16 2 REWARD THOSE THAT ACHIEVE. Power of M Sales Award 2016 and MotoGP M6 Contest. WITH SOME NEW CHANGES THIS YEAR: Eleven (11) winners nationwide will qualify based on the following terms: Top (2) Client Advisors in each region (8 total), by M sales volume point total Top M6 Client Advisor in the nation (1 total), by M6 sales volume Top M5 Client Advisor in the nation (1 total), by M5 sales volume Rookie of the Year Client Advisor with highest year-over-year M sales volume growth versus 2014, with a minimum of 5 M sales in 2015 (1 total), by percentage of unit increase Point totals based on M vehicle sales (excl. M235i/ix) from January 5, 2015 thru January 4, 2016, with more credit going to certain models: M3, M4, X5M, X6M = 1 point M5 = 3 points M6 = 4 points Look for the Power of M bulletin this week featuring details on the 2016 program! THE ULTIMATE MOTOGP EXPERIENCE AWAITS THE TOP M6 CLIENT ADVISORS: First announced on February s Sales Roundtable, the top (6) Client Advisors in M6 sales nationwide during February and March will win tickets to the MotoGP in Austin, Texas!

17 Page 17 2 REWARD THOSE THAT ACHIEVE. Victory Lap Neda Shahrokhi Beverly Hills BMW National Rank Sales 1,164 Consecutive National Titles 16

18 Page 18 2 REWARD THOSE THAT ACHIEVE. Victory Lap 2015 Top Client Advisors by Region. New BMW Client Advisor Dealer 2014 Sales Deborah Bednar BMW Cleveland 307 Chris Roehm Motor Werks BMW 280 Jared Johnson BMW of Lincoln 266 Mark Stacy Dave Walter, Inc. 256 Aimon Altaai Park Avenue BMW 528 Mohammad Mirazimi Herb Chambers BMW 447 Marek Kaminski BMW of Mt. Laurel 424 Shirley Chen BMW of Bayside 392 Ana Kline Wide World BMW 378 Joseph Marcil Keeler BMW 343 Jason Gellatly BMW of Bridgeport 341 Nicholas Soldo Rallye BMW 327 Lori Asserson Prestige BMW 307 Jacob Babadzhanov BMW of Oyster Bay 300 Sheraz Sheikh Herb Chambers BMW 295 Bryan Baker BMW of Arlington 346 David Malette Leith BMW 302 Minh Nguyen Momentum BMW 298 Majed Nasrallah Fields BMW - Lakeland 251 Frank Fuzer BMW of Fort Lauderdale 242 Michael Scharmer Braman Motorcars 234 Jack Hojnacki BMW of Sarasota 187 Elie El Rai BMW of Monrovia 787 Alex Yi Crevier BMW 598 John Bost Chapman BMW 532 George Zhou BMW of Monrovia 470 Victor Hung Peter Pan BMW 441 Andrew Einhorn Irvine BMW 429 Greg Poland Pacific BMW 428 Kathleen Ruehman Valencia BMW 422 Christopher Jack Rusnak BMW 421 Steve Marx South Bay BMW 398 Robert Grass Valencia BMW 252 Pre-Owned Client Advisor Dealer 2014 Sales Krzysztof Mroz Fields BMW 164 Carlos Nieto BMW of Freeport 243 Roy Tauriello BMW of Manhattan 215 Mai Nguyen Momentum BMW 183 Brian Giroux BMW of Austin 175 Sergio Jimenez Advantage BMW 174 Shaun Massiah BMW of Dallas 167 Charles Graham BMW of Austin 138 Ali Sabra BMW of San Diego 203

19 Page 19 2 REWARD THOSE THAT ACHIEVE. Victory Lap 2015 Top Sales Managers by Region. Dealer KPI Points 2014 Sales Volume A & L BMW BMW of Champaign Baron BMW Bobby Rahal BMW of South Hills Laurel BMW of Westmont BMW of Southampton Sun Motor Cars BMW BMW of Tenafly BMW of Ridgefield JMK BMW BMW of Beaumont United BMW of Gwinnett Place Hendrick BMW BMW of Austin BMW of El Paso Roadshow BMW Reeves Import Motorcars, Inc Schomp BMW of Highlands Ranch BMW of Murrieta Sandia BMW BMW of Anchorage BMW of Monterey BMW of Honolulu Dealer 2014 Sales Volume Motorwerks BMW 1604 BMW of Minnetonka 1362 Rallye BMW 3249 Life Quality BMW 2372 Lauderdale BMW of Fort Lauderdale 4558 Vista Motor Company 3585 Crevier BMW 4227 Beverly Hills BMW 3221 Pre-Owned Dealer 2014 Sales Volume United BMW of Gwinnett Place 4236 Chapman BMW 1959 Motorwerks BMW 1214 BMW of Manhattan 1004 Pre-Owned Dealer KPI Points 2014 Sales Volume Bobby Rahal BMW of South Hills BMW of Tenafly BMW of Austin BMW North Scottsdale

20 Page 20 3 PROMOTE SERVICE LOANER EFFICIENCY. AMP Velocity Bonus. AMP VELOCITY BONUS CONTINUES TO HELP SELL OFF RETIRED SERVICE LOANERS: Incentives of $1,000 per unit apply to AMP units retired and replaced within 180 days of enrollment and funding, in addition to AMP subsidy and dealer write-down, to build an excellent second-price level to keep more shoppers in your store 6 SERIES AND 7 SERIES ENHANCED AMP SUBSIDY: Enhanced Subsidy payments are $68/day (versus the standard subsidy of $31/day) to cover up to 70% of the average depreciation As with all AMP units, each VIN will be paid for a full month as long as it doesn t sit idle for more than 7 days at a time Make sure there is a customer in each car at least once every week to be safe! These are also eligible for AMP Velocity Bonus payments upon retirement!

21 Page 21 BMW i3. Key Points for March Sales Promotions. INFRASTRUCTURE EXTENDED TEST DRIVE RETIRED AMP+ETD DC Fast Charge Dealer Program Maintain a fleet of 5-8 i3 Service Loaners plus Extended Test Drive vehicles to receive a free of charge DC Fast Charging Station 9+ fleet size earns 2 Charging Stations Fleet size must be maintained for 12 months and is subject to audit and equipment chargeback Installation cost not included Must be operational for 3 years Update Another CRM campaign will launch shortly Your 2014 Q4 subsidy payment is found on your February Statement In 2015, usage counts towards subsidy earned! Update To support the driving is believing philosophy, keep in mind that cash support and lease credits are applicable on retired service loaners and ETD i3 s.

22 Page 22 Product Knowledge on Demand. BMW xdrive Intelligent All-Wheel-Drive (Part 2). Increasingly, customers particularly those who drive in snowy winter conditions are attracted to all-wheel drive. Motor Trend in its December 11 drive of the X3 35i: Of course, in true AWD style, every bit of power is applied to Planet Earth extraordinarily well. Its athleticism proved formidable during our figureeight sessions and real-world canyon runs. Best driving crossover ever? The latest models with xdrive 7, 6, 5, 4, 3 and 2 Series; B7, X6, X5, X4, X3 and X1 incorporate a significant evolution. Now, within the overall Integrated Chassis Management system, the engine, brake and front-to-rear xdrive interventions all work in parallel. Thus while the xdrive controls the front/rear torque split, brake and engine intervention can simultaneously network to optimize traction and handling dynamics. This refined interaction achieves lightning-quick reactions to changing driving conditions, and enhances xdrive s handling dynamics.

23 Page 23 Product Knowledge on Demand. Automatic Differential Brake (ADB-X). The Automatic Differential Brake (ADB-X) lets you make the most of your BMW's dynamic performance and sporting character on difficult road surfaces. The Automatic Differential Brake (ADB-X) is part of BMW's Dynamic Stability Control (DSC) system. Using sophisticated electronics, it offers the same function as a mechanical differential brake - without any disadvantages arising from weight and loss of efficiency. If a wheel threatens to slip, it is individually braked: blocking momentum is directed to the wheel opposite, which thereby guarantees optimum drive power. When DSC or Dynamic Traction Control (DTC) is active, the engine power output is also adjusted. If the sporting driver chooses to deactivate DSC or DTC, he still has the benefit of ADB-X, which then focuses on maximum forward drive and applies braking force only. A temperature control sensor ensures that the brakes do not overheat.

24 Page 24 CPO March Story. Key Points for March Sales Promotions. 90 day CPO programs continue unchanged for March except for ENHANCEMENT of MY2013 support. MY2013 APR sales support will be added for March at the same level as MY2011 and MY2012 to fully support BMW Loyalty Pull Ahead program activity. CPO Elite sales event is over for MY2014, but strong CPO Elite support continues in March. Rate Programs APR: Rate by Term Model Year Series MY11/12/13 All Series 0.9% 1.9% 1.9% 1.9% 2.9% 2.9%