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