BMW Advertising Guidelines

BMWADVERTISING GUIDELINES AUGUST 2017

BMWADVERTISINGGUIDELINESCONTENTS ADVERTISING GUIDELINES .......................................... .......3 INTRODUCTION/ GENERAL REQUIREMENTS ............................................... 4 NEW VEHICLE REQUIREMENTS ...................................... . 7 CPO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ............... 8 MEDIUM-SPECIFIC REQUIREMENTS .............................. 8 RETAIL CO-OP SUBMISSION GUIDELINES ........................ 15 GENERAL GUIDELINES ........................................................ ......... 15 QUICK GUIDE............................... 17 MEDIUM-SPECIFIC REQUIREMENTS ...................................................................... 19 BMW CORPORATE IDENTITY ........................................ .....22 BMW i CORPORATE IDENTITY ....................................... ....43 WEBSITE STYLE GUIDE . ............................................ ........56 APPENDIX ......................................................... ...................89 JULY 2017 PAGE2

BMWMARKETINGGUIDELINES ADVERTISINGGUIDELINES JULY 2017

BMW ADVERTISING GUIDELINES GENERAL REQUIREMENTS All dealers are required to adhere to BMW Advertising Guidelines for all marketingto be eligible In mediums where dealer-developed creative is eligible, 50% or more of the content is required to for Added Value Program and Retail Co-Op reimbursement.Up to three warning letters will be highlight BMW products/features and current sales offers. issued within any 24 month rolling timeline from the date of the first infraction for advertising Centers must advertise under their DBA name in both copy and logos . They may reference affiliation that does not meet the Advertising Guidelines with a specific dealer group only once in an ad; it must be in BMW fontif in copy. They cannot use a Advertising Guidelines are one of several components within Brand Standards and address group logoin advertisements. consolidated advertising, website and trademark standards. They include the following • Aleaseprice,APRorMSRPmaynotbeusedinthe headline.Theonlyexceptionto this is sections: on bannerads. •GeneralRequirements • No ancillary graphics or images may be used 3excluding a dealer logo, vehicle photography, map, or Ultimate Service®graphic. •New VehicleRequirements BMW NA has assigned to each Center in writing a geographic area consisting of a collection of zip • Certified Pre-Owned Requirements code areas or census tracts, which shall be the Center9s PMA. The Center9s PMA is the area in • Medium-SpecificRequirements which a Center will primarily promote and sell BMW Vehicles.Any medium that can be purchased at To learn more about the Added Value Program please visit - CenterNet- a PMA level must be purchased at a PMA level rather thanDMA.If you are unsure of your PMA, Center Development Portal 3Added Value Program. please contact your AreaManager. To learn more about the Retail Co-Op Program and claim submission requirements please see the New facility (grand opening or Center relocation), Center of Excellence and M certification may be Retail Co-Op Submission Guidelines and Medium-Specific Requirementssection on pages 9 -14. incorporated into advertising, but may only be used as support to the overarching sales message. GENERALREQUIREMENTS Centers may advertise the Center of Excellence award during the year awarded and until the next year9s All materials needed to create advertising are available on BMW Marketing Central. awards are announced. All Center of Excellence advertising must include the year the award was granted (e.g., 2017Center of Excellence winner, etc.). Advertising must include the current Center of All advertising must use the BMW font. Dealers must use black or gray font on a white background.MBrandcan Excellence logo if mentioned. If advertising the number of years the Dealer has earned the Center of usewhitetext onblackbackgrounds. Headlinesorsubheadsmay appear on BMW photography, white text on a Excellence award, only the number of consecutive years won (including the current year) can be dark colored image and black text on a light colored image. Headlines and subheads must becapitalized. advertised. • Non-BMW font exceptions will be made if a dealer9s logo contains a non-BMW font. Dealer Advertising developed by BMW is only eligible if ad date occurs within usage dates. Theuse of the word taglines are required to be in BMWfont.

BMW ADVERTISING GUIDELINES GENERAL REQUIREMENTS Co-op activitiesthatmeettheprogramguidelines will qualifyforthefollowingreimbursementof the Legal Requirements: In rendering ad templates, BMW NA is not providing legal advice. It is the sole costs: responsibility of the retailer to ensure that ads conform to all federal, state and local legalrequirements. • All advertising will be reimbursed at 50% unless otherwise specified within thisdocument ACBistheProgramAdministratorandcanbecontactedat [email protected] • For program trials, reference instructions provided within the individual programs 617-5499. • Only actual advertising media costs will be reimbursed. Agency commissions, agency fees, • Claims must be submitted online via BMW9s Retail Co-op website (CenterNet > Marketing taxes, production charges, talent fees, discounts, set-up fees, or non-working media Portal > Retail Co-op Website). Online claim entry allows users to complete the claim form charges will not bereimbursed onlineandattachallrequireddocumentation. • After all the necessary documentation has been received by ACB, claims will be processed • Advertising may be submitted to ACB via the online portal for review prior to placement to andpaidviaacredittoyourpartsaccounteachmonth ensurethecontentiscompliantwiththeguidelines. Up to three warning letters will be issued within any 24 month rolling timeline from the date of the first Any advertisement deemed inappropriate by the Regional Vice President will be considered a infraction for advertising that does not meet the Advertising Guidelines. After the third warning letter violation of these Advertising Guidelines and thus ineligible for Retail Co-op reimbursement. within any 24 month rolling period, any subsequent ads will not be reimbursedand AVP eligibility will be These could include but are not limited to, poor digital graphic elements, audio quality, or use of reviewed. The following infractions will not receive warning letters and will bedenied: animation. • Ads that contain Advertising Guidelines violations are never eligible for reimbursement. See the section of thisdocument for more details. This includes the useof: TRADEMARKS • The flat-one dimensionalRoundel The BMW Roundel and all other registered BMW trademarks are protected worldwide and may be used • Advertising with othermanufacturers only by BMW AG, BMW NA, BMW FS, BMW Motorrad, other BMW Group companies, and BMWCenters. • Using distressfulmessaging AuthorizedBMWCenterscanusetheBMWRoundelonlypursuanttothelicensesin applicable dealer • Ads containing three or more infractions will only receive one warning letter agreements and only in connection with authorized vehiclelines. Requests for reimbursement must be submitted to ACB within 90 days following the ad date. Any claim BMW trademarks must always be used in a manner that is consistent with BMW NA9s trademark received after that period will not be reimbursed. If an incomplete claim is submitted it is put on

BMW ADVERTISING GUIDELINES GENERAL REQUIREMENTS • Word and letter marks. For example: BMW, Steptronic, M Power, iDrive, and Sports Activity Exceptions: The BMW logo and wordmark may appear with the logos and wordmarks of other ® manufacturers for billboards, parts-supply trucks, print, and automotive group websites with the Vehicle . • Numbers (also in combination with letters). For example: 750, 3 Series, M3, and X5. followingconditions: ® • Clear separation is required betweenlogos. • Advertising Slogans. For example: The Ultimate DrivingMachine . • ColorCombinations. Forexample:TheBMWMotorsportcolors. • Only DBA-specific information is permitted for BMW and other manufacturers. May • Special Distinguishing features. For example: the kidney-shapedgrilles. reference BMW affiliation with a specific dealer group only once in anad. DISTRESSED MESSAGING • In mediums where dealer-developed creative is eligible for Retail Co-Op, 50% or more of the content is required to highlight BMW products/features and current salesoffers. Aleaseprice,APRorMSRPmaynotbeusedinthe headline.Theonlyexceptiontothis ison bannerads. As consumers have access to invoice pricing on new vehicles, advertisements or messaging that contain PMA prices that are markedly below dealer invoice on such new vehicles hurts our brand image and also BMW NA has assigned to each Center, in writing, a geographic area consisting of a collection of zip constitutes distressedmessaging. code areas or census tracts, which shall be the Center9s PMA. The Center9s PMA isthe area in which a Center will primarily promote and sell BMW Vehicles. If you are unsure of yourPMA, please contact NOTE: The Advertising Guidelines concern only advertising practices and eligibility for AVP bonus funds. your AreaManager. They do not concern the pricing for vehicle sales, which are matters to be determined between dealers VIOLATIONS and individualconsumers. If a dealer was to engage in distressed messaging as defined in this communication, the procedure for Any advertisement deemed inappropriate by the Regional Vice President may be considered a notification of noncompliance that is set forth in the Advertising Guidelines will be utilized with the third violation of these Advertising Guidelines and place AVP and Retail Co-op reimbursement at risk. and subsequent notifications resulting in the dealer being ineligiblefor the Brand Standards portion of These reasons could include, but are not limited to, poor digital graphic elements, audio quality, or advertising bonus funds (currently 20%) for a three-month period. use ofanimation. Distressed messaging also includes use of third-party lead sources that utilize heavily- Warning letters will be issued in each case there is an infraction for advertising that does not meet the discounted/below-invoicemessaging. AdvertisingGuidelines. OTHER FRANCHISES OR MAKES IN DEALERADVERTISING Up to three warning letters will be issued within any 24 month rolling timeline from the date of the first infraction. After the third warning letter within any 24 month rolling period, any subsequent ads will not (NEW VEHICLE AND CERTIFIEDPRE-OWNED) be reimbursed and AVP eligibility will be reviewed. No other franchise or make is permitted, including websiteaddresses. The following infractions will not receive warning letters and will be denied. Ads that contain these If using a dealer9s URL in the ad, it is required to link only to a BMW exclusive dealer website that follows all Advertising Guidelines violations are never eligible for reimbursement. This includes the useof: BMW web standards (e.g., URL is dealer DBA name, no reference to other franchises,etc.). • The flat-one dimensionalRoundel • Advertising with othermanufacturers • Using distressfulmessaging • Ads containing three or more infractions will count as one infraction. JULY 2017 PAGE6

BMW ADVERTISING GUIDELINES GENERAL REQUIREMENTS CENTER DBA, CERTIFICATION AND COE AWARDUSAGE The New Vehicle Requirements will be applied to all vehicles with less than 5,000 miles by registrationdata. Centers must advertise under their DBA name, including dealer logos. They may reference affiliation BMW created ads from BMW Marketing Central that do not include an offer must betagged with withaspecificdealergrouponlyonce in an ad; itmustbe in BMWfont. an offer or include the generic financemessage. No ancillary graphics or images may be used 3excluding a dealer logo, vehicle photography, map, or REQUIREMENTS FOR NEW VEHICLE LEASEPAYMENTS: Ultimate Service®graphic. Customer cash down payment may never exceed 10% ofMSRP. New facility (grand opening or Center relocation), Center of Excellence and M certification may be Ads may not require a combined customer cash down payment and dealer contribution that exceeds 15% of incorporated into advertising, but may only be used as support to the overarching sales message. MSRP. Centers may advertise the Center of Excellence award during the year awarded and until the next year9s Dealers are able to use the BMW advertised program or may create their own advertising as long as it falls within awards are announced. All Center of Excellence advertising mustinclude the year the award was granted the published guidelines and the 15% limit (excluding any applicable allowances). (e.g., 2017 Center of Excellence winner, etc.). BMW NA may, on an ad hoc basis, issue special programs exceeding the 15% combined contribution. Those Advertising must include the current Center of Excellence logo if mentioned. If advertising the number percentages will be published on the monthly Advertised Price Calculation Worksheets. This will be the of years the Dealer has earned the Center of Excellence award, only the number of consecutive years maximum allowable contribution percentage used to determine approval for Co-opreimbursement. won (including the current year) can beadvertised. A lease calculation worksheet must be completed for all non-BMW program leasepaymentads with a specific message (CenterNet -Marketing Portal 3Retail Co-op AdvertisingOnline3PricingWorksheet). ADVERTISING GUIDELINES NEW VEHICLE REQUIREMENTS • Equationused: New vehicle advertising is required to promote a sales offer. • MSRP 3Selling Price + Actual Down Payment (less any BMW credits) cannot exceed 15% Three options areavailable: ofMSRP 1. Feature of a lease payment, finance message or • The Actual Down Payment cannot exceed 10% ofMSRP

BMW ADVERTISING GUIDELINES CERTIFIED PRE-OWNED CERTIFIED PRE-OWNED ELITEADVERTISING IfCertifiedPre-Ownedvehiclesareadvertisedwithnewvehicles,theyarerequiredtobeclearly The current Certified Pre-Owned Elite logo must be used in order to be eligible forCo-op separatedfromthenewvehiclesectionsothebudgetcanbeproperlyprorated. reimbursement. Detailsinclude: ForCertifiedPre-Ownedadvertising,adsarerequiredtopromoteproperlyenrolledandinspected Certified • Certified Pre-Owned Elite claims must be submitted under the New Vehicle Program and will Pre-Owned BMWsonly. utilize your New Vehicle Co-opbudget All ads are required to include either the dealer9s Internet web address (URL) or BMW NA9s website • Clearly identify on your claim that it is

BMW ADVERTISING GUIDELINES MEDIUM-SPECIFIC REQUIREMENTS NEWSPAPER(PRINT) SERVICE DRIVEBANNER/ADVERTISING BMW9s Marketing Central can assist dealers in the creation of Co-op reimbursableadvertising. Compliant ads hung/placed in the servicedrive. Dealers may also create their own newspaper advertising. All new vehicle print materials are required to use ONLINEBANNERS photography on MarketingCentral. Online banner ads are required to direct users to a dealer9s website URL listed on the bmwusa. com Due to the nature of this medium, it is anticipated advertising will spill into the PMA of surrounding dealers. dealerlocator. This is acceptable as long as the medium9s primary coverage area is in the dealer9s PMA requesting All new online banners are required to use photography on Marketing Central. reimbursement. = Online banner advertising, including behavioral retargeting, is eligible for Retail Co-op MAGAZINES, THEATERPROGRAMS reimbursement within a dealer9sDMA. All materials needed to create Co-op eligible advertising are available on BMW Marketing Central. CTA buttons are required to be on your ad. (i.e.

BMW ADVERTISING GUIDELINES MEDIUM-SPECIFIC REQUIREMENTS EVENTS SEARCH ENGINE MARKETING (Paid or Sponsored Listings orSEM) Events and sponsorships require regional prior review, unless the are BMW-supported events conducted Key-Takeaways: by BMW NA9s National Experiential Agency Partner (e.g., BMW National Summer Drive Event, conducted 1. Centers are encouraged to purchase their DBA name and location as a keyword search by Octagon), or if they areon-site. term across the entireDMA. Prior ApprovalProcess 2. Centers must focus on keywords related to the Centers9 DBA names as

BMW ADVERTISING GUIDELINES MEDIUM-SPECIFIC REQUIREMENTS 6. Location targeting of each dealer should be in line with their dealer agreement and Centers can only drive SEM traffic to their official BMW website. Running simultaneous SEM Through a PMA. Dealers must only use the geo-targeting setting of

BMW ADVERTISING GUIDELINES MEDIUM-SPECIFIC REQUIREMENTS LIST OFDEFINITIONS Term Definition •Brandedkeyword ▪ Keyword which includes the brand. e.g.

BMW ADVERTISING GUIDELINES MEDIUM-SPECIFIC REQUIREMENTS SOCIAL CROPS AND SIZINGINFORMATION FACEBOOK PhotoPost Optimized Size 2000 x 2498, Square If Needed 1200 x1200 Multi PhotoPost Optimized Size 960 x 1200 (same as PhotoPost) CoverPhoto Size 851 x 315, Avatar 800 x800 VideoSpecs Size 1280 x 720 (or 16:9 ratio forHD) Thumbnail Image 3same ratio asvideo LikeAds Size 1200 x444 Link PostAds Size 1200 x628 CarouselAds Size 1000 x 1000 (or larger as long as kept at 1:1ratio) TWITTER PhotoPost Recommended Size 1200 x675 Avatar 800 x 800TIF CoverPhoto Recommended Size 3000 x 1000PNG Lead Gen Cards(Ads) Size 800 x320 Videos Size 1200 x1200 INSTAGRAM Photos Recommended Portrait Size 2000 x2498 Square Size 2000 x2000 Videos Landscape 2000 x 1048 (notadvised) Aspect Ratio 9:16 or1:1 InstagramAds Recommended Size 2000 x4298 CarouselAds 2000 x2000 GOOGLE+ CoverPhoto Largest 2120 x 1192, Optimized Size 1080 x 608, Smallest 480 x270 Avatar Photo 800 x 800 (smallest 250 x250) Post Suggested Size 800 x600 SNAPCHAT Geofilter Size 1080 x1920 PINTEREST PhotoPin Suggested Size 864 x 1128 (This size performsbest) Long PhotoPin Suggested Size 864 x 2000 (length can be longer depending onpost) YOUTUBE Channel PhotoCover Size 2560 x1440 Avatar 800 x800 JULY 2017 PAGE13

BMW ADVERTISING GUIDELINES MEDIUM-SPECIFIC REQUIREMENTS SOCIAL MEDIA DO’S ANDDON’TS CREATE AND MANAGE CONTENT FOR DEALERPAGES Your local Facebook, Instagram and Twitter handle provide you with the chance to promoteyour dealership to localfans. DO: DON’T: •PromoteBMW. •Explicitly identify yourself as an employee or affiliate of BMW on public pages (such asin •Think ―engagement and interest first, rather than ―offers, offers,offers. comments onFacebook) •Engaging positively on their dealer page to create a sense of community withcustomers. •Post anything that is damaging to the reputation of the brand on socialmedia •Promote local events: Local charity ties, sponsorships, civic ties, employee accolades,etc. •Post anything unless you have noted publicly on your profile that your views and contentare your own and notthat of BMW •Promote local offers: Sales, arrival of models onto your lot,incentives. •CommentonBMWcontentifitcanbe inferredfromyourprofilethatyouworkfororare •Give users seasonal tips: ―Winterize now! ―Maintenance suggestions for summerroad affiliated withBMW trips,etc. •Post commentary, content or images that are defamatory, pornographic, proprietary, •Take photos of new owners and post them to your channels, providing you have their harassing, libelous, or that can create a hostile workenvironment permission. •Promote or advertise local/dealer news and happenings on the national BMW USA channels •Encourageownersto postphotos oftheirnewcarontheirpage andtagtheBMWdealership. page on yourown. •Encourage customers to follow your channels and tag themselves in the photos on •Interact with other users on BMW USA content as an employee or affiliate of BMW, or at all if Facebook. it can be inferred from your profile that you are an employee or affiliate ofBMW •Ask open-ended questions to stimulate comments/conversation. •Reveal national event/promotional information before it has been announced by BMWUSA; please refer to MarketingCentral. •Let BMW USA know about major local happenings for consideration on a national level or for targeted regionalmessaging. You can reach BMW USA8s social team [email protected] JULY 2017 PAGE14

BMWADVERTISINGGUIDELINESRETAILCO-OPSUBMISSIONGENERAL GUIDELINES Advertising developed byBMWisonlyeligibleifad date occurswithinusagedates.Theuseofthe word The Retail Co-op Program is available for BMW Centers and is intended to promote the sale

BMWADVERTISINGGUIDELINESRETAILCO-OPSUBMISSIONGENERAL GUIDELINES Legal Requirements: In rendering ad templates, BMW NA is not providing legal advice. Itis the sole responsibility of the retailer to ensure that ads conform to all federal, state andlocallegal requirements. ACB is the Program Administrator and can be contacted at bmwcoopacbcoop.com or by calling 844- 617-5499. • Claims must be submitted online via BMW9s Retail Co-op website (CenterNet > Marketing Portal > Retail Co-op Website). Online claim entry allows users to complete the claim form online and attach all requireddocumentation. • Advertising maybesubmittedtoACBviathe onlineportalforreviewpriortoplacementto ensure the content is compliant with theguidelines. JULY 2017 PAGE16

BMWADVERTISINGGUIDELINESRETAILCO-OPSUBMISSIONQUICK GUIDE Media Type Document Requirements Details DMA PMA Preffered Claim Submitted by: Vendors ▪ The Retail Co-op Program will reimburse up to 50% of a dealer9s total budget to run dealercreated television. Reimbursement beyond the 50% will be provided for television if BMW national and retail TV/Streaming TV ▪ Itemized invoice agency-developed creative is used. If BMW creative is used there is no limit to what can be reimbursed. X Dealer ▪ Electronic file of spot ▪ Original itemized invoice with rate, date, time, and spot name, any earned discounts or agency commissions ▪ Electronic file of spot, including the spot name that matches the spot name on the invoice ▪ On-screen cinema is reimbursable when the creative used is developed by a BMW national or retail On-screen Cinema ▪ Itemized invoice agency. X Dealer ▪ Electronic file of spot ▪ Original itemized invoice with billing period and cost ▪ Electronic file of the spot ▪ Itemized invoice ▪ Original itemized invoice with rate, date, times and length of each spot Radio/ Streaming Radio (e.g. ▪ Script of spot ▪ Script or spot or electronic file of spot including the spot name that matches the spot name on the invoice X Dealer Pandora) ▪ If Pandora, screen shot of banner ad ▪ ANA/RAB Stamp for each spot title, including times aired, the invoice reference ▪ ANA/RAB Stamp number and the total cost for that spot title ▪ Multi-franchise dealerships wishing to advertise multiple brands: the BMW ad must have a border around ▪ Itemized invoice it and be able to stand on its own. Amount reimbursed will be prorated based on the percentage of the ad X X Newspaper ▪ Original or electronic tearsheets for each dedicated exclusively to BMW. RADIO STREAMING Dealer insertion with publication date line ▪ Original invoice, no Co-op invoices or statements ▪ Original or electronic tearsheets for each insertion date ▪ Multi-franchise dealerships wishing to advertise multiple brands: the BMW ad must have a border around ▪ Itemized invoice it and be able to stand on its own. Amount reimbursed will be prorated based on the percentage of the ad Magazines ▪ Original or electronic tearsheets for each dedicated exclusively to BMW. X Dealer insertion with publication date line ▪ Original invoice, no Co-op invoices or statements ▪ Proof of publication ▪ Original or electronic tearsheets for each insertion date ▪ Proof of publication with date and publication name (if this information is not on the tearsheet) ▪ Itemized invoice ▪ Original itemized invoice with ad location, billing period and cost Out-of-Home (Billboards) ▪ Proof of performance 3Photo with location ▪Proof of performance from the vendor that includes the ad location and an image of X Dealer noted the creative ▪ Mall advertising is reimbursable when creative is developed by a BMW national or retail agency, or by Mall Advertising/ Vehicle Display ▪ Itemized invoice using photography on Marketing Central X Dealer ▪ Original itemized invoice with billing period and cost Service Drive Banner/Advertising ▪ Itemized invoice ▪ Original itemized invoice with billing period and rates X Dealer ▪ Photo of banner ▪ Proof of banner on display in service drive ▪ Pop-up ads are not eligible for Co-op reimbursement. ▪ Itemized invoice Online Banners ▪ Original itemized invoice with rate, length of time creative ran and size of banner X Dealer ▪ Image of the creative ▪ Image of the creative, must include all frames for flash banners ▪ Preferred provider: IMN will submit for ▪ Original itemized invoice with rate and date eNewsletters dealer ▪ Screen shot of newsletter X IMN, IMN or Dealer if not JULY 2017 PAGE17 ▪ Other vendors: Screen shot of newsletter ▪ Dealers are not required to use IMN or Minacs for this medium to be eligible for Retail Co-op; however, Minacs using IMN and invoice corporate identity guidelines are required to be followed

BMWADVERTISINGGUIDELINESRETAILCO-OPSUBMISSIONQUICK GUIDE Preffered Claim Submitted Media Type Document Requirements Details DMA PMA Vendors by: ▪ Original itemized invoice with rate and date, invoice needs to clearly identify printing, postage, list of ▪ Itemized invoice mailing ZIP codes and miscellaneous costs Dealer or if using Direct Mail Campaigns ▪ Direct mail piece ▪ Sample of direct mail piece X ACB, ▪ Postage receipt ▪ Postage receipt is the official postage statement reflecting quantity of pieces mailed, the mailing date ACB will submit and cost Dealer or if using Email Campaigns ▪ Itemized invoice ▪ Original itemized invoice with date of deployment and cost; invoice needs to clearly identify quantity of X ACB, ▪ Email piece emails deployed Dealer ACB will submit ▪ Original itemized invoice with date of deployment and cost; invoice needs to clearly identify quantity of emails X Conquest Lists ▪ Itemized invoice ▪ Purchased list criteria must be sourced from data that falls within the dealer9s PMA. List Giant Dealer ▪ Dealers are not required to use List Giant to be eligible; however, if another vendor is used, a full ZIP code list must be provided. ▪ Trilogy 3rd-Party Lead Program, Trilogy will submit the payment request directly to ACB on behalf of each dealer enrolled unless ▪ Exclusive provider: Trilogy submits for dealers opt-out of the service X Trilogy Used Car Inventory Program, Trilogy Trilogy and Trilogy Concierge Program dealer ▪ The new car guidelines will be applied to all vehicles with less than 5,000 miles by registration data, however must be advertised in accordance to all Federal, State, and Local laws ▪ Signed event pre-approval form (for offsite Events (Not conducted by BMW events) ▪ Original invoices and receipts for all changes X ▪ Image of the creative for the invitations Dealer NA9s National Agency) ▪ Copy of invitation ▪ See page19 for more details on reimbursable items ▪ Invoice/receipts Events (Conducted by BMW NA9s X BMW9s National National Experiential Agency) ▪ Itemized invoice ▪ Itemized invoice from the National Experiential Agency Octagon Agency Website and Certified Dealer Chat • Exclusive provider: Shift Digital, submits X Shift Digital Shift Digital for dealer • Max Systems, submits for dealer. Online Inventory Listing Enhancer FirstLook is approved as well. ▪ Retail Co-op funds can be used for Max Ad and Max Digital services of inventory listingenhancements X Max Systems Max Systems ▪ AutoTrader submits on dealer9s behalf AutoTrader.com AutoTrader.com Internet Vehicle Listing (New Car) • Itemized invoice ▪ Original Invoice for other vendors X Cars.com Cars.com ▪ See page 20 for more details ▪ Campaign Activity Report ▪ Original itemized Campaign Activity Report from Google or Bing SEM ▪ Full Keyword Report (Excel Version X Dealer preferred) ▪ Full Keyword Report from Google or Bing provided in an Excel format SEO ▪ Exclusive provider: Shift Digital, submits X Shift Digital Shift Digital for dealer Shift Digital Social Media and Reputation ▪ Exclusive provider: Shift Digital, submits ▪ Certified Social Media and Reputation Management Program administered byShift Digital X Shift Digital Shift Digital Management for dealer Shift Digital ▪ Enrolled dealers will be reimbursed automatically via their miscellaneous parts JULY 2017 PAGE18

BMWADVERTISINGGUIDELINESRETAILCO-OPMEDIUM SPECIFIC REQUIREMENTS All advertising is expected to adhere to the general requirements and new vehicle and/or CPO requirements The website service amount to be reimbursed to a dealer through Retail Co-op will beshared listed within the previous pages. The below items are in addition to these other items. between new vehicles (80%) and Certified Pre-Owned(20%). EVENTS A one-time setup fee for one of BMW9s preferred website providers is reimbursable at 50%. This will not Reimbursable items: Food,supplies for event(e.g., linens, plates, cups, invitations,and postage), apply toward the $2,000/mo. cap listed above. The reimbursement will be funded from a dealer9s new vehicle vendor staffing, call campaigns, sponsorship fees, and customer list cleanup. budget. Non-reimbursable items: Parts and accessories, vehicle costs, giveaway insurance, giveaway items (e.g., key ShiftDigital automaticallysubmitsyourmonthlyCo-op billing(dealers havethe optiontooptoutof this on the chains, pens, notepads, shirts, etc.), enrollment fee in National Supported event (e.g., programcostfor enrollmentsite). National Summer Drive Event, ). CERTIFIED DEALER CHATPROGRAM DEALER WEBSITES -NEW BMW NA CERTIFIED Dealers are required to use one of BMW NA Certified Dealer Chat Program providers tobe DEALER WEBSITEPROGRAM eligible for 50% new vehicle Co-opdollars. Dealers are required to use one of BMW9s preferred dealer website providers to be eligible forRetail The BMW NA Certified Dealer Chat Program providersare: Co-op. To select your certified provider, visitwww.bmwdealerprograms.com. • ActivEngage The BMW NA Certified Dealer Website Providersare: • CarNow • Dealer.com • DealerOn • Contact At Once • NakedLime • DealereProcess • Dealer Inspire • eBizAutos • DealerInspire • Gubagoo Ifyou areundercontractwithavendorthatisnotcertified,you maycontinue to use that vendor through the Billing and retail Co-op reimbursement will be handled through dealers9 Misc. Parts duration of your current contract and still remain eligible for 50% Retail Co-op reimbursement during your accounts on a monthlybasis. contract. You will be required to provide a copy of your vendor contract as a backup document for Retail Co-op in Dealers who are already working with one of the certified providers will need to transition order to establish your continued eligibility. After your current contract with any non-certified vendor expires, you to a service package from the Certified Program in order to be eligible for Co-op will need to work with a certified vendorgoingforward inordertoremain eligiblefor50%Co-op reimbursement. reimbursement. Shift Digital will help with thistransition. Items covered: General site management, Search Engine Optimization (SEO), mobile and video products. Subject to change. Reimbursement cap: $2,000/mo. for all services listedabove. ONLINE INVENTORY LISTINGENHANCEMENT Retail Co-op funds can be used for Max Ad and Max Digital services of inventory listing enhancements. Max Systems/Max Ad/Max Digital & FirstLookare currently the only providers for this service approved by BMW NA for Co-Op. JULY 2017 PAGE19

BMWADVERTISINGGUIDELINESRETAILCO-OPMEDIUM SPECIFIC REQUIREMENTS INTERNET VEHICLELISTINGS Retail Co-op funds can be used to promote BMW New Vehicle, Certified Pre-Owned and pre-owned BMW9s on Internet listing sites that partner with BMWNA.The currently authorized partners are AutoTrader.com and Cars.com. AutoTrader.comPackages: AutoTrader AutoTrader AutoTrader NEW CARSOLUTIONS USED CARSOLUTIONS ADD ONSOLUTIONS New Car (BMW New Car Certified Car Used Car (Early Used Car Used Car (Core Skyscraper Spotlights Partner (Core (BMWPartner Model)† 30% (AnyCar)† Solutions) 50% 30% Solutions) 50% Solutions) Solutions) 50% Reimbursement 30% 30% Reimbursement Reimbursement Reimbursement 30% Reimbursement Reimbursement Reimbursement Reimbursement BMW New Car New CarFeatured BMW CertifiedPre- Premium Premium Featured SkyscraperBase Spotlight NewCar Product Eligibility Co-opFeatured Owned PremiumCore PremiumCore FeaturedCore SkyscraperOpen Spotlight Certified Reimbursement New Car Featured Max Guide BMW New Car FeaturedCore (Package1) Premium Plus Premium Plus FeaturedPlus Base Car Co-opPremium New Car PremiumMax PremiumMax Featured Max SkyscraperGold Spotlight AnyCar BMW NewCar FeaturedPlus BMWCertified Premium SkyscraperOpen Co-opMax New CarPremium Pre-Owned PremiumCore Gold Premium Max New Car (Package2) PremiumPlus PremiumCore New Car BMWCertified PremiumMax Pre-Owned PremiumPlus PremiumPlus (Package3) NewCar Y Y N/A N/A N/A N/A NewOnly NewOnly UsedCar N/A N/A Y Y Y Y Certified Pre- Used and AnyCar Owned andUsed Cars.comPackage Base Drive Package/OAP (50% reimbursement; reimbursement amount is split between new vehicle and Certified Pre-Ownedfunds). Pre-owned vehicle listings that are hosted on www.bmwusa.com/cpo are eligible for reimbursement at50%. JULY 2017 PAGE20

BMWADVERTISINGGUIDELINESRETAILCO-OPMEDIUM SPECIFIC REQUIREMENTS SEM REPORTINGINSTRUCTIONS SOCIAL MEDIA REPUTATIONMANAGEMENT Centers are required to submit an itemized report highlighting keywords purchased, Program Manager: ShiftDigital performance and ad spend in order to receivereimbursement. The purpose of this program is to provide the BMW dealer network with industry leading providers to help Submission Documents Details Claim Submittedby: manage a BMW Center9s social media and reputation management. We know the landscape of providers is • Campaign ActivityReport ever-changing, and it can be overwhelming to identify the right provider. Therefore, we have handpicked 7 • Full KeywordReport vendors that have a proven track record. Whether you are a BMW Center with a large BDC or managing your • Original itemized Campaign Activity Report from Google orBing efforts in-house, there is something for you in thisprogram: • Full Keyword Report from Google or Bing provided in an Excel format inclusive of Spend, clicks, • Dealerchoice impressions, CPC, CTR, conversions (if applicable), Impression Share • Aggressive pricing (35% off retailcost) • Dealer • No long-term contracts with providers SEARCH ENGINE OPTIMIZATION(SEO) • Retail Co-op available for those using a certifiedprovider Search Engine Optimization (also called organic search or non-paid search) is the process of improving • Ability to switch to a different provider when desired with nopenalty the volume or quality of traffic to a website from search engines (e.g., Google, Bing, Yahoo!, etc.) via • Waived set-upfees unpaid searchresults. Dealers are required to enroll in BMW9s Certified Social Media and Reputation Management Program The current guidelinesstate: managed by Shift Digital to be eligible for Retail Co-op. There are more than 20 packages to choose from • Locations, DBA names and other descriptions used in the site must be consistent with the and the current providers include (but are subject tochange): terms outlined in the dealeragreement. • Affinitiv • Centers cannot list competing DBA names, locations and/or zip codes outside their Primary • Dealer.com Market Area (PMA) within their site source code, page titles, descriptions, or metadata. • Friendemic • Centers are not allowed to use

BMWADVERTISINGGUIDELINESRETAILCO-OPMEDIUM SPECIFIC REQUIREMENTS DIGTIAL ADVERTISING Program Manager: Shift Digital The purpose of this program is to provide partnerships to the BMW centers with some of the biggest names in Automotive Digital Marketing. This program maintains a turn-key experience, designed to provide a customized digital experience to your customers. We know the landscape of providers is ever-changing, and it can be overwhelming to identify the right provider. Therefore, we have handpicked the industry leading vendors that have a proven track record. The certified providers have a wide range of strategies and solutions that will assist you with paid search, display and video advertising, as well the below benefits: • Provider & Package choices • Aggressive pricing • No long-term contracts with providers • Retail Co-op available for those using a certified provider • Ability to switch to a different provider when desired with no penalty Dealers are required to enroll in BMW9s Certified Digital Advertising Program managed by Shift Digital to be eligible for Retail Co-op. The current providers include (but are subject to change): • Dealer.com • Dealer E Process • Dealer Inspire • DealerOn • Dealer Teamwork • eBizAutos • Naked Lime Marketing • PureCars JULY 2017 PAGE21

BMW MARKETINGGUIDELINES CORPORATEIDENTITY JULY 2017

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY COLOR PALETTE Black Dark Gray Mid Gray 000000 221F1F 666766 100% Black 85% Black LightGray White Blue B5B5B5 FFFFFF 1C69D4 10%Black 100%Cyan PMS299 Blue Gradient Gray Gradient Red 1F72E4 -1A62C5 666766 -979799 FF0000 -usage limited to error messages JULY 2017 PAGE 24

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY SIZE OF IDENTITYMODULES For formats not listed here, it is necessary to calculate the optimal dimensions for the respective medium. The standard modules can be enlarged or reduced proportionally to produce the required size. Legibility and distance to the format corners must be taken into account here. The minimum size of Identity Modules is 16mm. Identitymodulesizesforstandardformats Identitymodulesizesfornewspaperformats Standardformats Newspaperformats Application Formatsize Modulewidth Format Formatsize Modulewidth A6 105 x 148 mm 16 mm = 0.63 inches 1/1 page, large format approx. 370 x 520 mm 48.5 mm = 1.9 inches A6 long 105 x 210 mm 19.5 mm = 0.77 inches 1/1 page, standard approx. 300 x 450 mm 41 mm = 1.61 inches A5 148 x 210 mm 22 mm = 0.87 inches 1/1 page, small format approx. 220 x 320 mm 31.5 mm = 1.24 inches Square 210 x 210 mm 31.5 mm = 1.24 inches 1 column Width 45-70 mm 8 mm = 0.31 inches A4 210 x 297 mm 31.5 mm = 1.24 inches 1 or 2 columns Width 70-90 mm 10.5 mm = 0.41 inches US letter 215.9 x 279.4 mm 31.5 mm = 1.24 inches 2 columns Width 90-120 mm 15 mm = 0.6 inches A3 297 x 420 mm 39 mm = 1.53 inches 1/1 page, magazine approx. 220 x 280 mm 31.5 mm = 1.24 inches A2 420 x 594 mm 55 mm = 2.16 inches 2/1 page, magazine approx. 440 x 280 mm 39 mm = 1.53 inches A1 594 x 840 mm 78 mm = 3.07 inches A0 840 x 1,188 mm 126 mm = 4.96 inches JULY 2017 PAGE25

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY IDENTITY MODULE AND ROUNDELGUIDELINES Never use multiple logos (or sets of Identity Modules) on the samepage. Do not use the Roundel as a designelement. IDENTITY MODULEBACKGROUNDS Sub-divisionofIdentity Modulesinto size unitsX Use grey module boxes on a whitebackground. Use white module boxes on photography or blackbackgrounds. 9X Rule of thumb: Never find yourself recreating the roundel outside of advertising. i.e. welcome mats, staff shirts, etc. X 10 CORRECT: INCORRECT: SMITHM T RS JULY 2017 PAGE26

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY IMAGERULES • Cropsofimagesthathide largesections ofthevehicleorobscuretheareaofthevehicletheuserisviewingdo notmeetimage standards. • Copy placed over a vehicle within an image does not meet imagestandards. • All copy on images is required to belegible. • Vehicles cropped through the Roundel or the kidney grille do not meet imagestandards. • It is also acceptableto include one Roundel on avisual overlayfeaturinganactualvehiclein inventory.Thevisual overlayis requiredtofollowBMWglobalfonts andcolorpalette. • There must not be any images, logos and/or text of non-BMW vehicles, including MINI. The only exception is the Used Vehicle search and Compare Vehicle section which may show non-BMW vehicles. Clarification: Vehicles featured on the website must reside on the BMW Center lot. The only exception is that BMW dealers with multiple locations (either satellites or separate points) can advertise pre-owned BMWs in inventory at ANY of their BMW locations. BMW brand vehicles in inventory at

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY IMAGECROPPING ONLINE PRINT CORRECT: CORRECT: INCORRECT: The car is the hero and the biggest element in thelayout. INCORRECT: The car is the hero and the biggest element in Never crop out the Roundel or the kidneygrille. thelayout. Never crop out the Roundel or the kidneygrille. JULY 2017 PAGE28

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY TYPEFACE BMWGLOBALPROBOLDHEADLINE HEADLINE /SUBHEADLINE BODYCOPY HEADLINEGUIDELINES BMW EFFICIENTDYNAMICS BMWEfficientDynamics Headlines are written in BMW Type Global Pro Bold. Settings for justification have tobe customized. BMWCONNECTEDDRIVE BMWConnectedDrive Headlines should be written in all caps and appear in 85% black on a light background or 100% white on BMWACTIVE HYBRID BMWActiveHybrid darkbackgrounds. EFFICIENTDYNAMICS EfficientDynamics Font size varies with different contenttypes. xDRIVE xDrive Thetrackingforheadlinesand subheadlines is-30to-45,the settingforkerningis

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY OVERVIEW ANDSUMMARY The main elements of BMW Brand Design at a glance: DEALERCOMMUNICATION DEALERCOMMUNICATION 1. Headlines and subheadlines appear in the visual (

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY DESIGN PRINCIPLES ANDTYPESETTING Headlines: Headline and subheadline form a single entity. The headline is preferably creative while the subheadline descriptively features the name of the product or offer inquestion. The use of a subheadline isoptional. The positioning of the headline and subheadline is verticallyvariable. The entity can be positioned flush left or flushright. The preferred position of headline / subheadline is at the top left-hand format edge. The existing version with body copy and priority label is omitted in above-the-line communication. The legal disclaimer appears at the bottom edge of the visual asfar as possible. Text hierarchy 1 =orange Text hierarchy 2 =yellow Balanced proportions between headline / subheadline and other visualelements. Textblockcanbeshiftedflexibly. The recommended positioning is at the top left within the visualarea. Minimumspacingtotheformatedgesistobeobserved. JULY 2017 PAGE30

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY CORRECT DON’TS 1. Freely arranged typography is notpermitted. 2.The headline may not extend over more than threelines. 3. Body copy is not permitted in the visualarea. 4. The headline may notbe placed on the product. 5. Thelegaldisclaimershould notbeplacedinthe uppervisualarea. INCORRECT 6. The protection space must be observed around the IdentityModules. JULY 2017 PAGE32

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY IDENTITY MODULES AND COPYPLACEMENT CURRENT PREVIOUS Required for Identity Moduleplacement. Recommended for headlineplacement. Recommended for body copy placement and subheadsize. BMW CI SQUARESGUIDE Size: Headline no bigger than the symbol module, no smaller than the additional module. Headline at least twice the size of thesubheadline. Between these, the size is variable and freelyscalable.Balance must be observed withthe other visualelements. JULY 2017 PAGE33

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY PRINT LAYOUTS -WHITESPACE If a dealership address or price communication appears, the layout must contain a white space. The relative proportions of visual to white space are variable, but the two elements are never of equal size: the purpose of this is to ensure a dynamic layout. The minimum share of white space is 20% and the minimum share of visual is 40%. The headline and subheadline always appear in the visual area. Landscape or square formats can also be subdivided vertically. JULY 2017 PAGE34

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY IDENTITY MODULES AND COPYPLACEMENT CURRENT PREVIOU Required for ID module placement. S Recommended for body copy placement and subhead size. Recommended for indentation of body copy. BMW CI SQUARESGUIDE Size: Headline no bigger than the symbol module, no smaller than the additional module. Headline at least twice the size of the subheadline. Between these, the size is variable and freelyscalable.Balance must be observed withthe other visualelements. JULY 2017 PAGE35

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY USAGE CORRECT INCORRECT Identity Modules used with correct spacing. BMW No Identity Modulesused fontused. (incorrect Roundel 3 Advertising Guidelineviolation). Headline and subheadline appear in the visual area. Distressed message (Advertising Headline capitalized. Guidelineviolation). 85% black or 100% white font. Non-BMWfont. All copy is flushed to one side. Legal Incorrect use of black copy at bottom of page. background and whitefont. Relative proportion of visual to white space is correct. JULY 2017 PAGE36

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY VEHICLE AMERICANIZATION -PLATES ANDD.O.T. When possible use Americanmodels. Add DOT Safety light asindicated. If cars cannot be Americanized, include a cleardisclaimer. EUROPEANMODEL AMERICANIZEDMODEL License plate is showing. License plate has beenremoved. No DOT light on thesides. DOT light appears on the side (whereindicated.) JULY 2017 PAGE37

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY COMPETITIVEVEHICLES Other vehicle makes can only be used in vehicle comparisons. It is best to always feature angles where the kidney grille and Roundel are visible. Competitive vehicles must always be of equal size or smaller than the BMW car model. PRINT ONLINE JULY 2017 PAGE38

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY SOCIAL MEDIAICONS • Always use the approved BMW social icon setprovided. • Icons are 40px with 20pxspacing. ELECTRONIC NEWSLETTERHEADER TYPOGRAPHY To meet typography standards, greater than 75% of the eNewsletter is required to comply with BMW9s globalfonts. The approved BMW font families are Helvetica, Arial and SansSerif. Thefontsizemayrangefrom8ptto44pt. BMWROUNDEL Only one Roundel can be used on a page. An exception can be made if the Roundel also appears on merchandise or if it exists in a vehicle image or on a building. JULY 2017 PAGE39

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY ONLINEBANNERS • Full BleedImage. • All copy is flushed to one side, opposite themodule. • CTA Button flushed to same side as thecopy. • Legal copy placed opposite themodule. • Dealer URL is always placed in the bottom rightcorner. 160X600 CURRENT PREVIOUS 728X90CURRENT JULY 2017 PAGE40

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY BMW GENIUS/BMW ENCORE -DEALER WEBSITEPROMOTION With the rapid expansion of the BMW Genius and BMW Encore Programs across the BMW Dealer network, it is vital dealer websites promote and explain these programs to build customer awareness, understanding and demand. As such a variety of assets are available from BMW NA to create a BMW Genius/BMW Encore page. This can be tailored to specific dealer requirements, but must contain the following five elements andthe associated copyand images contained withinthese guidelines: 1. Homepage banner and drop-downlink 2. Hero banner including logo andIntroduction 3. BMW Genius Images, contact details and bios 4specific to eachdealer 4. AnonlineformforBMWGeniusinquiriesandtoscheduleBMWEncore appointments 5. An overview of the BMW Genius Hotline, BMW Genius App and BMWEncore. Consider adding information, images or videos to this page to further personalize itto your dealer or promote currentincentives. JULY 2017 PAGE40

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY ELEMENT 1 3HOMEPAGEBANNERS/DROP-DOWN ELEMENT 2 3HERO BANNERS ANDINTRO Available FMA banner images (varioussizes): Available heroimages: N.B. Hero images must always contain the trademarked BMW Geniuslogo. Copy: The BMW Genius/BMW Encore page should be accessible via the main drop-downmenu. NEED A PRODUCT EXPERT? It should be placed under the 8New9 and 8About Us9 sections or even under itsown INTRODUCING THE BMW GENIUS PROGRAM. 8BMW Genius9 menuitem. At BMW, you9ll now find a product expert who will assist you in find- ing the perfectvehicletosuityourlifestyleand needs.TheBMWGenius is specially trained to demonstrate and explain all aspects of your BMW - before, during and after yourpurchase. Likewise it should be linked to any such

BMW ADVERTISINGGUIDELINES CORPORATE IDENTITY ELEMENT 3 3BMW GENIUSSPECIFICS ELEMENT 5 3ONLINEFORM It is important to identify the specific BMW Geniuses on the website to ensure customers are familiar In addition to detail regarding the BMW Genius team, customers should be made with who they are likely to meet 3 reducing potential anxiety or intimidation when entering the aware of the other elements of the BMW Genius Program 3Hotline and App Support, showroom. as well as BMWEncore. In addition to an image, contact details for the BMW Geniuses should be provided, along with any other Availableimages: images, videos or bio information which helps to emphasize the friendliness, expertise and passion of theindividuals. Copy: , , and will be happy to guide you through the exciting world of BMW products and features to make sure to find the right vehicle for your needs. Bioexamples: Copy: BMWGENIUSHOTLINE. Looking for more answers while you are on the road or just not near a BMWCenter?ContacttheBMWGeniusHotlineat1-844-4GENIUS (1- 844-443-6487),[email protected]. ELEMENT 4 3ONLINEFORM BMWGENIUSAPP. Customers should be able to directly ask a product question to a BMW Genius, schedule a visit with Install the app at www.bmwgeniusapp.com to get 24/7 support onyour a Genius or schedule/request a BMW Encoreappointment. smartphone or tablet. You8ll find helpful how-to videos, model-specific Depending on how your dealer handles these online requests (via online chat, local BDC, group BDC, product information and answers to frequently-asked BMWquestions. etc.) the form should be adjusted accordingly 3 but in any case should provide aclearcall-to-action. BMWENCORE. Every new car customer at BMW is invited to return to the Center for a free,personalizedtourof yournewvehicle.Toscheduleyourappointment witha BMWGeniuspleasecallorcompletetheformabove. JULY 2017 PAGE43

BMW MARKETING GUIDELINES BMWI CORPORATE IDENTITY JULY2017

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY OVERVIEW ANDSUMMARY BMW istands for visionary vehicles and mobility services, inspiring design and a new premium understanding, which draws more strongly on the idea of sustainability. BMW iaims to penetrate new target groups, develop innovative mobility products and services and continue to position the BMW brand with greater emphasis as an innovative, sustainable brand. BMW igenerally follows the BMW design principles -with precisely defined differentiation features. BMW iis also given its own wordmark and symbol, its own typographical characteristics and a striking, emotional visualstyle. The BMW isymbol is placed in thesubheadline. Headlines appear in uppercase BMW Type Global Pro Light, giving the layout a sense oflightness. The headline size is derived from the size of the Identity Modules. The visual style creates a future-oriented lifestyle impression and consists of a colorspectrumderiving from the colors orange (human, organic) and blue (electric,technological). JULY 2017 PAGE45

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY SIZE OF IDENTITYMODULES For formats not listed here, it is necessary to calculate the optimal dimensions for the respective medium.Thestandard modulescanbeenlargedorreducedproportionallytoproducetherequired size. Legibility and distance to the format corners must be taken into account here. The minimum size of Sub-divisionofIdentityModulesinto Identity Modules is 16mm. size unitsX Identitymodulesizesforstandardformats Identitymodulesizesfornewspaperformats 9X Standardformats Newspaperformats Application Formatsize Modulewidth Format Formatsize Modulewidth A 105 x 148 mm 16 mm = 0.63 inches 1/1 page, large format approx. 370 x 520 mm 48.5 mm = 1.9 inches 6 A6 long 105 x 210 mm 19.5 mm = 0.77 inches 1/1 page, standard approx. 300 x 450 mm 41 mm = 1.61 inches A 148 x 210 mm 22 mm = 0.87 inches 1/1 page, small format approx. 220 x 320 mm 31.5 mm = 1.24 inches 5 10 X Square 210 x 210 mm 31.5 mm = 1.24 inches 1 column Width 45-70 mm 8 mm = 0.31 inches A 210 x 297 mm 31.5 mm = 1.24 inches 1 or 2 columns Width 70-90 mm 10.5 mm = 0.41 inches 4 US letter 215.9 x 279.4 mm 31.5 mm = 1.24 inches 2 columns Width 90-120 mm 15 mm = 0.6 inches A 297 x 420 mm 39 mm = 1.53 inches 1/1 page, magazine approx. 220 x 280 mm 31.5 mm = 1.24 inches 3 A2 420 x 594 mm 55 mm = 2.16 inches 2/1 page, magazine approx. 440 x 280 mm 39 mm = 1.53 inches A 594 x 840 mm 78 mm = 3.07 inches 1 A0 840 x 1,188 mm 126 mm = 4.96 inches TheBMWisymbolisnowpositionedinthevisualarea.Itisplacedatthestartofthe subheadline andis therefore integrated into the context of the messagecommunicated. ThenewIdentityModulesstandoutwith amoredynamic andsuitableformatandare now usedas aunit with one above theother. Theadditional module contains the brand claim.The productor possiblythe offeris located within the text. TheBMWsymbolisenlargedby66%whileatthesametimereducingthewhitespaceby23%. The new BMW i Brand Identity is synonymous with more clarity and lesscomplexity. Never find yourself recreating the roundel outside of advertising. i.e. welcome mats, staff shirts, etc. JULY 2017 PAGE46

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY IDENTITY MODULE SIZES AND BMW iPLACEMENT After: Symbol module with 66 % larger symbol, additional module with brandclaim. The BMW isymbol is placed in the visual area and positioned at thestart of the subheadline. The product / offer name has to be communicated in the headline or the subheadline. Priority label and body copy are not included. JULY 2017 PAGE47

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY TYPOGRAPHY Headline: BMW Type Global ProLight Typeface: BMW Type Global ProLight BMW Type Global ProRegular Line spacing headlines: Corresponds to 100 % of the type size Character spacing (capital letters):15 The kerning setting is to be adjusted to optical (inInDesign). Subheadline: Typeface: BMW Type Global Pro Light Line spacing: 110 % of the type size Character spacing (capital letters):15 The kerning setting is to be adjusted to optical (inInDesign). Bodycopy: Typeface: BMW Type Global Pro Regular, body copy in mixed casetext Line spacing: 130 % of the type size (guideline amount), rounded up to the next whole number. Character spacing:0 Only the typefaces BMW Type Global Pro Light and Regular are used for all product and dealer advertisements. Headline at least twice as large as thesubheadline. Between these sizes, the size of the headline is variable and can be freely scaledto fit. Please ensure that there is a balanced relationship to the other elements in the image. BMW i symbol: Height is 4 x, distance to the headline 2 x and distance to the subheadline 1x. Size ofthesubheadline: Corresponds withthe heightofthe lowersectionofthe

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY DESIGN PRINCIPALS AND TYPESETTING The text block always consists of a headline, the BMW i symbol and an optionalsubheadline. The positioning of the text block can be varied vertically, though the preferred position is the top left corner. The unit can be aligned to the left or the right, though the BMW i symbol is always positioned to the left ofthe subheadline. Legal disclaimer Must appear at the bottom edge of the visual as far as possible. Text hierarchy 1 =orange Text hierarchy 2 =yellow The BMW i symbol is 4 x in height and has a distance of 2 x to the headline and 1 x to thesubheadline. Balanced relationship between the text block and the other image elementsis mandatory. Minimum distances to the edges of the format are to be adhered to. Communication rules: The product / offer name has to be communicated in either the headline or the subheadline. Communication headline: A creatively formulated message is preferred here. Communication subheadline: Descriptive communication of the respective product or offer name or use of the communication claim

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY IDENTITY MODULES AND COPYPLACEMENT Identity Modules used with correct spacing. BMW fontused. Headlinecapitalized. 85% black or 100% whitefont. All copy is flushed to one side, opposite the module. Legal copy placed opposite themodule. Legal can be one or several lines asrequired. BMW CI SQUARESGUIDE JULY 2017 PAGE50

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY DEALERCO-OP BANNERS ANDFMAS Digital Banners and FMAs will click out to the specific offer disclaimerpage. JULY 2017 PAGE50

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY OUT-OF-HOME Identity Modules used with correct spacing. BMW Light fontused. Headline capitalized. Identity Modulesplacement. Imagecropping. Copy block height andalignment. Use of whitebackground. JULY 2017 PAGE52

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY INTERNET DESIGN ANDIMPLEMENTATION Add BMW i to Inventory Listings, New and Pre-Owned. List text

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY 360°ELECTRIC INFO http://www.bmwusa.com/360electric LINKSTO JULY 2017 PAGE54

BMWADVERTISINGGUIDELINESBMWiCORPORATEIDENTITY 360 ELECTRIC TERMINOLOGYGUIDELINES Adding 360º Electric to a dealer9s website gives consumers an overview on solutions BMW iis Refer to BMWUSA.COM/Bmw i forspecifications providing for living electric. 360º Electric encompasses products for home and public charging, Always use BMW i3 and BMW i3 with Range Extender (REx). Do not use

BMW MARKETINGGUIDELINES WEBSITE STYLEGUIDE JULY 2017

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE COLOR PALETTE The BMW Color Palette is made up of these colors and shades. Black and shades of gray dominate, with blue reserved for primary icons, roll-overs, actionable content, and highlighted states. Additional colors will be labeled throughout. Black Dark Gray Mid Gray Light Gray All dealer websites must only use this color palette and the guidelines associated with it. 000000 221F1F 666766 B5B5B5 Usage: Usage: Usage: Usage: Headlines Copy Body copy Strokes Subheadlines Headlines on Extra Hyperlink text Light Gray White Blue Blue Gradient Gray Gradient FFFFFF 1C69D4 1F72E4 - 1A62C5 666766 - 979799 Usage: Usage: Usage: Usage: Backgrounds Infographics, icons, Primary CTA Secondary CTA Copy marquee scrolling Tabs dots (on state) Light Gray Gradient Extra Light Gray Red FFFFFF - ededee e6e7e8 ff0000 Usage: Usage: Usage: WEB ONLY WEB ONLY Error Message Only Backgrounds for Large Headline data/info Areas Mobile CTA JULY 2017 PAGE 57

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE TYPOGRAPHY ThefollowingtypestylesarethemostfrequentlyusedformatsthroughoutBMWUSA.com. All BMW Center websites must follow the copy guidelines below to be compliant, including capitalization rules and point size, leading and kerningrules. Additional and unique styles will be documented in the specific element comps. Tomeettypographystandards,greaterthan75%ofthehomepageisrequiredtocomplywith BMW’sglobalfonts. The approved BMW font families are Helvetica, Arial and SansSerif Thefontsize mayrangefrom8ptto44pt SECTION SAMPLE TYPEFACE HEX PT SIZE / LEADING /KERNING MARQUEE HEADLINE BMW Type Global Bold/Helvetica/Arial/SansSerif FFFFFF/000000 44 / 44 /0 Content BMW Type Global Bold/Helvetica/Arial/SansSerif FFFFFF/000000 20 / 25 /0 PROMOS HEADLINE BMW Type Global Bold//Helvetica/Arial/SansSerif FFFFFF/000000 18 / 22 /0 Content BMW Type Global Regular/Helvetica/Arial/SansSerif FFFFFF/000000 14 / 20 /0 SECTION TITLE BMW Type Global Light/Arial Light/Sans SerifLight FFFFFF/000000 36 / 40 /0 TITLES BODY Content BMW Type Global Regular/Helvetica/Arial/SansSerif FFFFFF/000000 14 / 20 /0 COPY LEGAL LEGAL CONTENT BMW Type Global Regular/Helvetica/Arial/SansSerif 666766 10 / 16 / 0 (minimum size = 8pt.) JULY 2017 PAGE58

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE CALLS TO ACTION The following are all buttons and button-type styles used throughout the website. These are the only button types compliant for dealer websites. BLUE CTA BUTTONS: GRAY CTA BUTTONS: Should be used sparingly throughout your Meant to click for more informational website. They are meant to be used as high-level content. callouts for the most important sections throughout the site. #1f72e4 #979799 Button Size = 171 x 45px Button Size = 171 x 45px Button Gradient Button Gradient 1c62c5 - 1f72e4 666766 - 979799 Type centered vertically Type centered vertically #1c62c5 #666766 Roll-over Roll-over Button #1c69d3 Button #b5b5b5 Text Link on TEXT LINK EXAMPLE #ffffff color field Text 12px 5px #666766 Arrow 14px height Mobile CTA: Text Link on gradient #FFFFFF - xxxxxx Button hierarchy goes as Text 12px #000000 Initial Caps follows: 1st Blue button 3rd Text w/ Arrow Arrow 14px height 3px stroke 2nd Gray button 4th Box w/ Triple Arrow JULY 2017 PAGE 59

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE Additional CTA options are available to leverage for edge cases on dealer websites. The styleofthesebuttonsmustbefollowedtoremaincompliant. BLUE MULTIPLE CTABUTTONS: Should be used only when 2 buttons are absolutely necessary for anarea. Text Linkon TEXT LINKEXAMPLE TEXT LINKEXAMPLE #1c69d3 colorfield Text12px #000000 25px 10px Arrow: 1px stroke min. 8px wide 14pxhigh BLACK MULTIPLE SUB-NAVIGATIONBUTTONS: Multiple black CTA buttons are to be used in sub-navigation areas only and are placed on the far right of the navigationbar. Text12px #FFFFFF Arrow: 3px stroke 6px wide 10pxhigh 25px min. JULY 2017 PAGE60

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE If needed,thefollowingCTAoptionscanbeleveragedforsecondaryandtertiary actions. Onlythe styles below can be used by dealer websites. Arrow Linkon Arrow Link over darkimage #1c69d3 colorfield Arrow#000000 Arrow#000000 Arrow Linkover Arrow Link over lightcolor light image Arrow#ffffff Arrow#ffffff Drop downCTA Arrow andtype #221F1F Type BMW Condensedlight Button hierarchy goes as follows: 1st Bluebutton 3rd Text w/Arrow 2nd Graybutton 4th Box w/ TripleArrow JULY 2017 PAGE60

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE OTHER SITEELEMENTS Downarrows are effectivetoguideandalerttheuseratthebeginningofanarrative thread to begin the page

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE MAINNAVIGATION Themainnavigationarea shouldbeassimpleandeasytouseaspossiblefortheusertofindwhattheyneedon • ItisrequiredtocomplywithBMWcolorpalettes. thesite.Placeinpriorityorderfrom lefttoright. There can be a maximum of seven links in the mainnavigation. • TheglobalnavigationisrequiredtodisplayalinktoCertified/Pre-OwnedVehicleInventory. Themainnavigationneverlocks-itscrolls offthepageastheuserscrolls down. Recommended NavigationTabs: OnlyoneRoundelcanbeusedonapage.Thisshouldbetheoneinnavigationonly.Anexceptioncan bemade • New(Vehicles) • Financing iftheRoundelalsoappearsonmerchandiseorifitexistsinavehicleimageoronabuilding. There may not be any rounded corners onbuttons. • CertifiedPre-Owned • Special • Pre-Owned Offers Personal dealerlogoscannotbepresentinthemasthead.Themastheadshouldstate atmostthe dealer9s • AboutUs name, address and phonenumber(s). • Service &Parts PrimaryCTA SecondaryCTA Name, address and at least All caps Initial Caps one contact phonenumber Type12px Type12px should be listed in crown. Breaks: #FFFFFF They should be clickable #FFFFFF 2pxwide onmobile. ID box can not be lessthen Black70%: Hover/Click Left px#414141 Hover/Click Type 12px#FFFFFF 50px from the gridedge. #000000 State:#1C69D4 Right px#000000 State:#1C69D4 50px 60px Copy cannot extend past this point. Addingmore navigation links would push the copy left toward theRoundel. JULY 2017 PAGE63

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE LANGUAGESELECTION ForBMWCenterwebsitesthatneedtoadapttodifferentlanguages,theGoogle WebsiteTranslatorpluginmustbepositionedonthetoprightinthecrown. Copy cannot extend past this point.Adding more content would push the copy left toward theRoundel. 55px Copy cannot extend past this point.Adding morenavigation links would pushthe copy left toward the Roundel. JULY 2017 PAGE64

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE SUB-NAVIGATION Thesesecondarynavigationelementsare usedforlongerpagestohelptheuserjumpbetweenverticalsections quickly. Notetheseparationoftabs ontherightsidethatnavigate offthepagewithright-pointing arrows. Thesub-navigationbarmustlocktothetopofthepageoncetheuserscrollspastitsverticallocation. Breaks: Sub nav tabs Arrow Right caret 2px wide always click to Use grid to 6px wide CTAs always Gradient: Left px #414141 Type 12px a section down align tabs 10px high click off page #303030 - 000000 Right px #000000 #FFFFFF the page 60px ButtonGradient: #1c62c5 -1f72e4 Type centered vertical JULY 2017 PAGE65

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE CAROUSEL These elements are used to scroll horizontally through content in themarquee area of the homepage. Westronglyrecommendamaximumofthreepanelsforcarousels: • Oneforspecialsorpromotions • Oneforasinglevehicleorhighlight • Openoptionforthethirdifnecessary Themaximumnumberofimagesthatcanbeusedinacarouseliseight. DARKERBACKGROUNDS: Arrow on darkerfield: #ffffff 29px x 55px Stroke =2px *SCALABLE LIGHTERBACKGROUNDS: Arrow on lighterfield: #000000 29px x 55px Stroke =2px *SCALABLE Must be used by dealerwebsites for carousel marquees. User can use the dots or theleft/right arrows to change the FMA. Selected state for circle isblue. JULY 2017 PAGE66

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE ICONS Social MediaLogos/Icons Icons are a visual language that combine brand with utility. These elements help drive the user Socialmediaiconsmaynotexceed40x40pixelsonBMWCenterwebsites. effortlessly through a site with their ability to categorize content and communicate in one symbol the sameclaritythatmanywordswouldtake.Thinkofthem asyou wouldtypefonts4 If present,theyare requiredtobeinthebodyorfooterofthepage,neverinthemasthead. a consistent family of elements that allows viewers to read content online in a consistent style and Social media buttons as shown areacceptable. voice,butin a graphic expression.These aretheonlyicons dealerwebsitescan useforvisual language to becompliant. Standard BMWicons Print Download Contact Email Service BMW socialicons Facebook Twitter YouTube Instagram Tumblr Google+ Pinterest JULY 2017 PAGE67

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE WORKING WITH THE SITEGRID TheBMWgridiscurrentlya14-column gridwith20pxguttersforeasyplacementofcontent.Thecolumns can be used in any combination to achieve best results, and make the transition to mobileseamless. 1268px 72px 20px Modules snap to the edges of columnsso they’re easy to use acrosssite. JULY 2017 PAGE68

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE BMW CENTER HOMEPAGE The homepage works as a funnel for decision and purchase making in a narrative and aesthetic way. It excites immediately and then follows up with informational support and highlights to give the customer Marquee a personal and empowering experience. The homepage template is a set of modules that can be rearranged or replaced with other modules. BMW Center websites must use the main navigation, marquee and footer modules on every page to Promo modules remain compliant. Footers are to comply with BMW global fonts and color palettes. Font size may not exceed 12 pt. Company logos, such as Google or any of the BMW-preferred website providers, may not exceed 120 x Feature 120 pixels and may not be in the BMW masthead. If present, they are required to be in the body or module footer of the page. Offer/promotio Personal dealer logos may not exceed 185 x 90 pixels. n module The text in modules Series may be selector justified or module centered Contact/ma p module Chat module Button Gradient: #1c62c5 - 1f72e4 Gradient: Icon centered #303030 - 000000 85px (minimum Contact info height = 60px) About copy JULY 2017 PAGE 69

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE BMW CENTER MOBILEHOMEPAGE Marquee/promo The mobile homepage guides the user to the sites mainfeatures. modules scale tofit into marquee The homepage template is a set of modules that can be rearranged or replaced with other modules. slideshow BMW Center websites must use the main navigation, marquee and footer moduleson every page to Inventorymodule remain compliant. Offer/promotion module Featured vehicle module Contact/mapmodule JULY 2017 PAGE70

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE AMERICANIZATION Many of the images you will select portray the European model. Any image leveraged for your website needs to be Americanized or you must disclaim that you are showing the European model by noting

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE Another thing to look out for are the badges on the cars. Europe has more diesel models then we offer in the US, so many of the images contain a badge with the letter

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE MODULES OVERVIEW The module library was developed to create organized building blocks for the BMWUSA.com website redesign.Theyprovide a numberofoptionsto customizethe contentofa pageto reflect brand, inspire customers, provide utility, and drive the user to purchase. Using modules enables a system over multiple pages of a site. It’s the best, most organized way to createcontent. Modules provide consistency in brand, design and function.They are easy to implement and save work andtime. Modules can be added, enhanced or phased out over time, and ideally will not be affected by changes to the codebase. Modules scale to mobileeasily. Asyou canseeonthe right,modules canbe usedin avarietyofways andfor different purposes. When put together, they can tell a product story in a very natural way. This allows the potential customer to see all of the information that he/she needs to make adecision. JULY 2017 PAGE73

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE PRIMART MODULES SECONDARY MODULES Primary modules should be used on higher-level pages for general brand Secondary modules should be used on interior pages that containmore statements, current promotions, featured vehicles, and majorevents. specificcontent. JULY 2017 PAGE74

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE MARQUEE/CAROUSELMODULE The marquee area is intended to be a singular, impactful experience, and is the standard bearer for the full siteexperience. Be aware of notcrowding 1268px The current universal view area is 1268px. Main art must be the viewable edge of the comfortably inside this area. Art must extend to 1900px horizontally as page well. Use headlines that are short and impactful. Avoid going too 100px far across the center of the page with text. Work with the image to determine if the 20px headline needs to go to two 30px lines or stay as one. In total, the headline and subheadline must not exceed three lines. They need to be left justified or right justified. Marquee image size: 1900 x 776px Safety area: 1248px centeredhoriz. CTA: 191x51px, 14px type centered, inCAPS JULY 2017 PAGE75

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE MARQUEEDOS Short, powerful headline (announcement). VIEWOFFER Singular, center-focused art well withingrid. Background is clean and matches sub- brandof i Series. Marquee art needs to be 1900px wide. If the image is not wide enough, itneeds to be retouched to make it look like it naturally extends to the correctwidth. Short headline, sub-head and CTA are placed left and in clear, openspace. Limit pack shots tothree vehicles ifpossible. Too many vehicles crowd the area and don’t fit inside the grid. These will also be too small when viewing on tablet and mobile. JULY 2017 PAGE76

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE MARQUEEDON’TS Avoid unnatural backgrounds that are over- Photoshopped. Wordy headline is too long for user to read and goes beyond centerline. Scale images so they fit withinthe Avoid cropping grid. Images that outanypartofthe are too large will Kidney Grille or have areas not Roundel on the visible on image. smaller screens. JULY 2017 PAGE77

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE PROMO MODULEDOS The promo modules continue the narrative of the marquee area and provide support for the content. They should relate to one another as they do the marquee heromessaging. Use gradients, lighting or shadow for a clean BMW look and to allow the copy to pop. Black type may also be used if necessary with lighter backgrounds. Headlines should be as short as possible. As a guide, they should be focused on what the item is and less about branding. The triple-arrow buttons should always be vertically aligned in all three modules. Use the

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE PROMO MODULEDON’TS Use this space for the inventory module unless there is a specific reason notto. Avoid using more than one color for the headlines if possible. Triple-arrow buttons should align with the lowest arrows on thepage. Background Gradient: Black #000000 - DarkGray #303030 Avoid genericimages. Avoid using images that don’t relate to the headline ormarquee. JULY 2017 PAGE79

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE FEATURED VEHICLESMODULE This module can be used to feature a vehicle, or vehicles, at the BMW Center, as well as anoverall highlight of a vehicletype. Use BMW photos as a guide for the type and quality of imagery that will look thebest. When not using the specific image from the lot, use images that relate directlyto the contentof the module. Avoid generic vehicleshots. JULY 2017 PAGE80

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE SERIES SELECTORMODULE Theseries selectormodule isthe wayforanyusertogetan overviewsnapshotofthe BMWlineup. BMW Center websites must include thismodule. The headline is a brand statement and overview of the series, and the body copy continues the narrative in more of a storyformat. JULY 2017 PAGE80

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE OFFERS/PROMOTIONS MODULEDOS This module is used to call out a special promotion, a local promotion or BMW Center news andoffers. Try to limit the amount of vehicles in a space. Three or less isoptimal. When creating imagery for BMW Center specials, use BMW photos asaguideforthetypeandquality of imagerythat will look the best. When this is a national promotion use the nationalimage. Always use blue buttons for primary actionitems. JULY 2017 PAGE82

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE This module is used to call out a special promotion, a local promotion or BMW Center news andoffers. Images should be designed to work with the safetyarea. No relevant art is outside of the safety area. JULY 2017 PAGE83

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE OFFER/PROMOTIONS MODULEDON’TS Use images that Avoid stretchingart. Avoid crowding edges. Keep in mind Avoid cropping out any extend to the full See retouching page for there are other modules that are part of the Kidney Grille 1920px. extending images and adjacentthatshould be accounted or Roundel on the retouching. for inlayout. image. JULY 2017 PAGE84

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE LIVE CHATSTANDARDS CHAT OPTION A A live chat may not exceed a pixel range of 400 x400. This chat function exists as a module on the BMW Center website. The module contains a CTA that will It may not cover IDboxes. launch the chat function of the site. Chat A can be used with or without chat option B. Once launched, the functionality will follow the guidelines in option B, starting with the nameinput. Itmayonlyappearonceperusersession. It may not cover theRoundel. If a live chat does exist, it is required to comply with BMW colorpalettes. Chatmodulemustappearonthe righthandsideofthe page,onthe middletolowerhalf. State of chat box once the user clicks on the persistent chat icon. This chat box remains locked to the rightside of the browser on the lower half ofthe page. State of chat box after user name has been entered. This chat box remains locked to the right side of the browser on the lower half of the page. JULY 2017 PAGE85

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE CHAT OPTION B This chat function exists as persistent icon that scrolls with the user through each page of the website. Chat BcanbeusedwithorwithoutchatoptionA.Thefunctionalityofthe chatboxisdisplayed below. Persistent chat icon sticks to the rightside of the page to follow the user as he/she scrolls. Hover state of the persistent chaticon. State of chat box once the user clicks on the persistent chat icon. This chat box remains locked to theside of thebrowser. State of chat box after user name has been entered. This chatbox remains locked to the side of thebrowser. JULY 2017 PAGE86

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE This modal opens when there is no chat available. The user is prompted with a form to contact a BMW expert. State of chat box after user name has been entered. This chat box remains locked to the side of thebrowser. JULY 2017 PAGE87

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE OFFER PAGESTANDARDS Direct links to all current BMW FS finance, lease andCertifiedPre-Owned offers are required to be present on thehomepage. Specific offer pages are required to include all current BMW FS finance, lease and Certified Pre- Owned offers and comply with BMW9s color palettes. Please see below forreference. The preferred website providers have incorporated the offers within their templates. Other website providers may also implement the iFrameor Web Service Solutions. Please refer to BulletinV2-US-B-24-0910-002. Please note, it is not a requirement to implement the iFrame or Web Service Solutions. It is possible for a Center to update the information on itsown. Example of how offers could be displayed on a dealer website. JULY 2017 PAGE88

BMW ADVERTISINGGUIDELINES WEBSITE STYLE GUIDE POP-UPSTANDARDS Pop-ups are classified as content that appears without a user9s call toaction. Pop-ups may not exceed a pixel range of 800 x800. Theymayonlyappearonceperusersession. They may not cover ID boxes, unless they are a lead-generatingform. They may not cover the Roundel, unless they are a lead-generatingform. All pop-up messages are required to comply with the BMW colorpalettes. DESIGNSTANDARDS Theuseofanimations orvirtualtourguides,which candistractfromthe premium nature ofthe brand, do not meet designstandards. The use of design elements, such as starbursts and glittery signage, do not meetdesign standards. MULTIPLE WEBSITESTANDARDS The website URL listed on the BMWUSA.com dealer locator is the single URL that may be used/advertised. If otherURLsexist,theyarerequiredtoberedirectedtothecompliantwebsite. The only exception is a service or accessories URL as stated in the Aftersales SEM Co-op Guidelines. CenterNet > Aftersales > Business Development and Marketing Portal > Marketing Tools & Information > Aftersales Co-op > SEM Co-opGuidelines JULY 2017 PAGE89

BMWMARKETINGGUIDELINESADVERTISINGGUIDELINES BMW MARKETINGGUIDELINES APPENDIX JULY 2017 JULY 2017 PAGE89

BMWADVERTISINGGUIDELINESAPPENDIX GOOGLEAD WORDS BINGAD CENTER BillingReport BillingReport 1. Simply log in, click on the

BMWADVERTISINGGUIDELINESAPPENDIX BMW MODEL VEHICLE NOMENCLATURES: MODEL YEAR18 2Series F22 Coupe 230i, 230i xDrive, M240i and M240ixDrive F23 Convertible 230i, 230i xDrive, M240i and M240ixDrive 3Series F30 Sedan 320i, 320i xDrive, 330i, 330i xDrive, 328d, 328d xDrive, 330e iPerformance, 340i and 340i xDrive F31 SportsWagon 330i xDrive, 328dxDrive F34 GranTurismo 330i xDrive, 340ixDrive 4Series F32 Coupe Convertible 430i, 430i xDrive, 440i and 440i xDrive 430i, 430i xDrive, F33 GranCoupe 440iand440ixDrive 430i,430ixDrive,440iand440ixDrive F36 5Series G30 Sedan 530i, 530i xDrive, 540i and 540i xDrive 535i, 535i xDrive and G30 GranTurismo 550ixDrive 6Series F12 Convertible Gran xDrive 640i, 640i xDrive, 650i and 650ixDrive F06 Coupe 640i, 640i xDrive, 650i, 650i xDrive, Alpina B6 xDrive Gran Coupe 7Series G12 Sedan 740i, 740i xDrive, 740e xDrive iPerformance, 750i, 750i xDrive, Alpina B7 xDrive and M760i xDrive ® X1 F48 SAV X1 sDrive28i. X1xDrive28i ® X3 G01 SAV X3 sDrive28i, X3 xDr2ive8i, X3 xDrive28d and X3xDrive35i X4 F26 Sport UtilityCoupe® X4 xDrive28i, X4M40i ® X5 F15 SAV X5 sDrive35i, X5 xDrive35i, X5 xDrive35d, X5 xDrive40e iPerformance and X5xDrive50i X6 ® F16 SAV X6 sDrive35i, X6 xDrive35i and X6xDrive50i JULY 2017 PAGE92

BMWADVERTISING GUIDELINESAPPENDIX BMW MODEL VEHICLE NOMENCLATURES: MODEL YEAR18 M2 F87 Coupe M240i, M240ixDrive F87 Convertible M240i, M240ixDrive M3 F80 Sedan M3 M4 F82 Coupe M4 F83 Convertible M4 M5 F90 Sedan M5 M6 F12 Convertible M6 F06 GranCoupe M6 X5M F85 X5M X6M F86 X6M BMWi Sedan i3BEV Sedan i3REX Coupe i8 JULY 2017 PAGE93