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