SECRET

COVER PAGE

BENCHMARK
TOP VEHICLE BRANDS IN COLOMBIA

The information contained herein does not constitute the Company’s forecast of financial performance and May 17, 2017 SLIDE
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan
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The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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2017

TECNOLOGY / FREEDOM / EMOTIONS

Target: Men and women +30

years old, who enjoy driving,
• Defy the conventional taking into account the new
technologies, they are people
• Technology in evolution
with a young and free spirit.
• The new meaning of
driving

• New Mazda technologies

• Mazda is different
• Goes beyond the traditional
• Responsible with the
environment
• The pleasure of driving
• Safety
• Innovative.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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Mazda CX3
PROMISE:
EXPAND YOUR FREEDOM

REASONS TO BELIEVE
Mazda offers SKYACTIV technology. It brings a
hole world of innovation, design, performance
and emotions.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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Mazda CX5
PROMISE:
Driving has a new meaning, when you are able to
get surprised by luxury and tecnology

REASONS TO BELIEVE
Mazda offers SKYACTIV technology.
Kodo design.
Mazda Connect.
i-Active sense.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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Mazda CX9
PROMISE:
Style and performance without comparison.

REASONS TO BELIEVE
Mazda offers SKYACTIV technology.
Kodo design.
Mazda Connect.
i-Active sense.
Dynamic turbo compression

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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• Mazda stands on the technological innovation territory, bringing to their costumers a hole world of new
technologies and innovation assets.

• Their communication has evolved to a sophisticated style in design, approaching to their costumers to be
perceived as a modern, premium and luxury brand.

• In their ads there is a tendency to use dark backgrounds and red cars- creating contrast.

• The Brand has a futuristic projection that is seen in some details of their communication (lighting, colors.
Etc.)

• It is a Brand that is perceived as modern, close and Premium because of the graphics in the communication.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
SECRET

2017

TECNOLOGY / FREEDOM / EMOTIONS

Target: Men and women +30

years old, who have special
• Leaders in SUVs market needs when they’re looking
for a new car. They feel that a
share in Colombia
new car is a new family
• One for every need. member.

• Renault is a family member

• The brand understand what you
need.
• There’s always a financial plan
that will help you to get the
perfect car for your needs.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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PROMISE:
Today we are leaders in SUVs because of the
road we’ve travelled togheter

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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PROMISE:
Today we are leaders in SUVs
because of the road we’ve
travelled together

REASONS TO BELIEVE:
SUVs Portfolio: One for every
need you have.

Innovation.
Power.
Design.
Media Nav System.
Pickup capacity.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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PROMISE:
Renault Sandero, Stepway and Logan,
Colombians preferred family.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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• Institutional communication is always accompanied by its portfolio, accompanied with a financial plan as
a support or opportunity to their costumers.

• The brand stands in the emotional territory, approaching to their costumers by the concept of family and
tradition.

• It can be defined as a family member that understands the targets needs and before selling a car, its a
reminder that he understands and know what people need.

• Renault presents full portfolio in every piece, trying to recreate common spaces and situations that allows
them to deliver a straight forward message to the audience.

• They dont use the same ATL campaign to digital channels, but they adapt to these channels characteristics
(content through mini series, capsules, competitions)

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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2017

BACK-UP/INSPIRATION-MOTIVATION/COMPROMISE

The target isn’t defined by the Brand, each

• Always with you car has a different target.
• Find new roads Most of them are people
around 30 years old that belong to a
middle-high socialeconomic level

• We want happy customers

• Open you eyes to a new Chevrolet
• Your feelings are very important to us
• Take happiness with you everywhere
• Seeing you happy, makes us happy

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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TRAIL BLAZER
PROMISE:
LIVING WITHOUT LIMITS AND
ADVERSARIES

REASONS TO BELIEVE
Financial Services.
Off road assistance.
Chevy Star
New technology

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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TAHOE
PROMISE:
FEEL THE POWER OF LEADING THE ROAD

REASONS TO BELIEVE
Financial Services.
Comfort
Premium entertainment
Active fuel management

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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TRAVERSE
PROMISE:
CREATE THE MOMENTS THAT ARE WORTH
TO REMEMBER

REASONS TO BELIEVE
Comfort.
8 passanger seats
Bose sound system
Passanger premium entertainment console.
Anti collision system

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE
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• Most of the time, the Brand shows financial support accompanied by the institutional campaign message
or specifically each campaign per car.

• The communication shows closeness and support towards the consumer from different angles: emotional
(Friends, family, growth and personal evolution) cultural (Colombian characteristics) technologic (design,
technology and innovation from the world now in Colombia // Chevistar

• Their communication begins by telling stories to talk about their products, services, benefits, etc. They
recreate spaces, moments, and situations that allows them to deliver a straight forward message for each
version of SUV.

• It can be defined as a friend that understands the targets needs and before selling a car, its a reminder that
he understands and know what people need.
• The casting used makes it easy to relate with Colombian culture.

The information contained herein does not constitute the Company’s forecast of financial performance and
has been prepared solely for business planning purposes to determine actions the Company may take to meet its plan SLIDE