QUALITATIVE MEDIA MONITORING BENCHMARK PREMIUM BRANDS BMW – MINI – AUDI – MERCEDES-BENZ June 2015.

QUALITATIVE MEDIA MONITORINGBENCHMARK PREMIUM BRANDSBMW – MINI – AUDI – MERCEDES-BENZ

June 2015

June

June

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CORPORATE ARTICLES ANALYSIS – POSITIVE TONALITY ARTICLES Several themes were shared on a positive way between the different Premium

Brands: Carsharing: Drive Now (BMW) and Car2Go (Daimler) nearly to be launched in

Brussels, and this could be a big change in the mobility of our capital. Brand Stores: from car dealers to luxury shops (Trends/Tendances). Sales in Belgium and Luxembourg: very positive for BMW and Mercedes, less for

Audi (-17,87% in Luxembourg, -3,57% in Belgium). BMW received a nice article in Sud Presse about the alternatively training in

Geneva, shown as an example. This point was also mentioned in an article of La Libre Belgique.

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CORPORATE ARTICLES ANALYSIS – NEGATIVE TONALITY ARTICLES

L’Echo and De Tijd mentioned Audi Brussels in a negative way, as the CEO of Audi, after a meeting with our Prime Minister Charles Michel, could not ensure that there would be a follower to the Audi A1 in Brussels.

BMW was mentioned in articles about stolen cars as one of the most stolen brands. An article in Le Moniteur Automobile and Autogids also mentioned BMW as example

of missed mergers or acquisitions (BMW-Rover)

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PRODUCTS ARTICLES ANALYSIS – POSITIVE TONALITY ARTICLES Audi generated 11 articles on their new Q7, with positive tonality in magazines and

newspapers, in Belgium and in Luxembourg. Were mentioned as positive: lower weight, perfect comfort, nice engine. As negative: price and design.

The other positive articles were about TT Roadster and autonomous car (the Highway Piloted Audi A7).

BMW gathered positive articles on several models: 1-Serie (3 cylinders), 7-serie (with Francfort in view), and X1.

Mercedes had less articles this month but received a nice comparative test AMG-GT S against Porsche 911 Turbo S. Mercedes got there a nice report, with a better price, a nice design and very attractive performances.

MINI received positive articles on the new Clubman in L’Avenir, and on the MINI Cooper in Telecran and Autowereld.

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PRODUCTS ARTICLES ANALYSIS – NEGATIVE TONALITY ARTICLES

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Notes for the readers

1, The PR value / Press Return is expressed in Euros and is based on AVE (Advertising Value Equivalent).2. « Message contacts » is the addition of the reach of all the publications that mentioned BMW or MINI in the target publications and in the frame of « products » or « corporate » articles.3. Positive or negative statements are evaluated on scale from -100 to +100 which is the base of the GEOPRESS tonality index. 4. « Product » includes all the articles talking about specific models in the frame of press releases or car tests.5. « Corporate » includes all the articles about image of the company, events, ecological activities, business results, financial aspects, jobs, production, recalls, market positioning, investments ...6. « Top 10 positive tonality » shows how positive each publication is, based on the GEOPRESS tonality index.PREMIUM COMPETITORSAudi – BMW – MINI – Mercedes-Benz

Media Set – Belgium/Luxembourg

Daily Newspapers Magazines Car Magazines

L’EchoDe TijdHet Laatste NieuwsHet Belang Van LimburgGazet van AntwerpenSud PresseL’AvenirLe SoirL’EssentielGrenz EchoLuxemburger WortLa Libre Belgique

TrendsTendancesDe MarktLe Soir MagazineCiné Télé RevueLa Libre MomentoTélécranSabatoArtsenkrantDe Vlaamse OndernemerP Magazine

AutogidsLe Moniteur AutomobileAuto WereldMotoren & ToerismeMoto & LoisirsMotorrijderMoto80