Conférence X-Auto "Le Défi du premium français en Chine, l'expérience du lancement de la marque DS" Gilles Boussac (X80) - CEO CAPSA (Changan PSA) Welcome to Premium World in China DS Challenge 2015/04/27 0- Chinese Premium car market

LUXURY

PREMIUM

MAINSTREAM

DS CAPSA 3 Chinese Local Premium car market

5 000 100%

92% 4 500 90%

4 000 80%

E MPV 3 500 3 238 70%

3 028 E SUV 3 000 2 821 60% 56% 2 597 2 500 2 382 50% D SUV 2 175 2 000 1 980 40% C SUV 38% 1 795 35% 1 623 33% 1 500 1 437 30% E 28% 28% 26% 1 250 1 037 1 000 782 21% 20% D Sedan 17% 485 621 15% 13% 359 11% 500 10% 10% 10% 9% 9% 10% C Sedan 230 7% 7% 7% 143 167 58 111 - 0% Total YOY GR

DS CAPSA 4 Chinese Premium total (local + imported) car market

5000,0 25% 4 414 Total Premium 4500,0 22% 4 192 E MPV 22% 3 963 4000,0 3 717 20% F SUV 19% 3 469 E SUV 3500,0 3 230 2 995 D SUV 3000,0 2 771 15% 15% C SUV 2 552 2 322 2500,0 B SUV 2 084 11% F Sedan 2000,0 1 820 10% 10% 1 495 9% E Sedan 1 258 8% 8% 1500,0 7% 7% 1 028 7% D Sedan 6% 5% 1000,0 5% C Sedan

500,0 B Sedan

A Sedan 0,0 0% 2011 2012 2013 2014 2015F 2016F 2017F 2018F 2019F 2020F 2021F 2022F 2023F 2024F 2025F Total Premium GR DS CAPSA 5 Chinese Premium car market

Premium(Loc+Imp) Total PV(Loc+Imp) Premium Mix

31 270 14,0% 30 000 30 000 28 732 13,6% 13,4% 27 450 13,2% 26 180 12,9% 13,0% 24 907 12,6% 25 000 23 655 12,3% 22 372 12,0% 12,0% 20 902 11,7% 19 717 11,4% 20 000 18 325 11,1% 11,0% 16 296 10,6% 15 000 13 783 12 925 9,9% 10,0%

10 000 9,2% 9,1% 9,0%

4 414 5 000 3 717 3 963 4 192 8,0% 3 230 3 469 8,0% 2 552 2 771 2 995 1 820 2 084 2 322 1 028 1 258 1 495 - 7,0% 2011 2012 2013 2014 2015F 2016F 2017F 2018F 2019F 2020F 2021F 2022F 2023F 2024F 2025F DS CAPSA 6 Chinese Premium car market MKS in 2014

Infiniti; 2% DS; 1% Others; 1% Porsche; 4% Lexus; 3% Volvo; 4% Cadillac; 4% Audi; 32%

Land Rover(Jaguar); 7%

Mercedes Benz; 16%

BMW(Mini); 27%

DS CAPSA 7 1- DS Positioning

LUXURY

PREMIUM

MAINSTREAM

DS CAPSA 8 DS, a New Generation of Premium Brand DS is a Premium Brand

DS 10 CAPSA DS Brand DNA 品牌差异点 Brand Differentiation 原创设计 ORIGINAL DESIGN

精湛工艺 REFINEMENT

人性科技 HUMAN-FRIENDLY 原创设计 精湛工艺 人性科技 TECHNOLOGY ORIGINAL DESIGN REFINEMENT HUMAN-FRIENDLY TECHNOLOGY

品牌基础和故事 经典传承 HERITAGE Foundation & Story 传承50 多年历史，1955 年 巴黎车 展首日 订单即12000 达到。 经典传承 法式精湛及太空科技时代 的象征 。 HERITAGE Inheriting 50 years history, reaching 12 000 orders in Day 1 Paris Auto Show. Is the symbol of French craftsmanship & advanced technology. 高端品质 HIGH QUALITY DS 11 CAPSA DS is … DS was…

来自巴黎的创新精神

Innovative Spirit From Paris

Refinement 精湛工艺 Original Design 原创设计 Heritage 经典传承 Technology for Well Being 人性科技 High Quality 高端品质

DS 12 CAPSA Innovative Spirit from Paris 来自巴黎的创新精神

DS 13 CAPSA 2- DS Customer Profile: “Independent Modern Elites”

- Independent Spirit 独 立 精 神

- Admired For Unique Personality 拥有独特个性

- Cosmopolitan Spirit 时尚都会精神

- Enjoyment, Quality of Life 追 求 高 品 质 生活

- Desire to be a Trendsetter 引领潮流者.

DS 14 CAPSA 3- DS Launch in China First 4S store in june 2012 – Start of sales with imported DS3, DS4 and DS5

DS 15 CAPSA 4- Local Products

DS 5 (sept 2013)

DS CAPSA All New DS 5 Launch Event (Shenzhen)

DS CAPSA DS 5LS (march 2014)

DS CAPSA DS 5LS Media Test Drive (Sanya)

DS CAPSA DS 5LS Launch Event (Beijing – Chateau Laffitte)

DS CAPSA DS 6 (sept 2014)

DS CAPSA DS 6 Media Test Drive (Sichuan)

DS CAPSA DS 6 Launch Event (Beijing – Great Wall)

DS CAPSA 5- DS World Shanghai (march 2013)

DS CAPSA 6- Events and Sponsorship

DS 25 CAPSA Shanghai Fashion Week

DS CAPSA Mission Hills Golf Club

DS CAPSA DS World Modern Art Exhibition

DS CAPSA 5Oth Anniversary Sino/ French Diplomatic Relations

DS CAPSA Chinese New Year Gala

DS CAPSA DS 60th Anniversary (begin in June)

DS 60 周年 DS 60 th Anniversary 传承•未来 Heritage • Future

From the past to the future

DS always hold the spirit of audacious, uniqueness and progressive

and keep moving forward

DS CAPSA 7- DS Service

DS Service Brand has been launched in 2012 Guangzhou Auto Show

DS 32 CAPSA DS Connect

DS Telematics Brand have been revealed in Paris on 19 th of December 2013

DS 33 CAPSA 8- DS Network Frontage with curtain wall and central pillar (showroom entrance)

DS 34 CAPSA The full view of showroom

DS 35 CAPSA Center Hall

DS 36 CAPSA Welcome Area

DS 37 CAPSA One to One Aftersales Reception

DS 38 CAPSA AfterSales Lounge

DS 39 CAPSA 9- DS figures

Review of Y2014 Brand Awareness and Image

DS’s brand performance continues to improve significantly in premium market and has exceeded the target by the end of 2014.

Aided Awareness 提示后品牌知晓度 Premium Image 品牌档次 % 10 分制 10 Points Scoring 50 45 40 35 50.0 30 7.00 25 20 35.0 6.52 15 6.10 10 27.0 5 0 201 201 201 201 201 201 DS 2 3 4 2 3 4 CAPSA Dealers Activities – Road Show - Regional Motor Show

2015 Dept. and Action Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Road Show obj 6 3 17 23 23 22 25 25 24 24 24 24 240 Situation analysis Road Show real 6 2 8 6 Have improved methodology of C Autoshow obj 1 2 2 1 6 dealing with data collected and C Autoshow real 0 follow-up and its accuracy. MKT D Autoshow obj 2 9 4 3 4 4 9 3 5 3 46 D Autoshow real 1 0 EF Autoshow obj 4 15 8 5 3 5 12 5 5 4 66 EF Autoshow real 3 0

Road Show real C Autoshow real D Autoshow real EF Autoshow real Improvement & Execution 30 Road Show obj C Autoshow obj D Autoshow obj EF Autoshow obj Further improve the planning and data follow-up. 20

10

0

DS Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CAPSA 2015Y Mar DS Sales Leads Status

Situation Analysis 1. Upper funnel: not enough leads from media/PR activity, E-commerce: low leads validation rate 2. convert rate from orders to retail delivery has been meet the target for the continuous two weeks and slowly improving;

DS CAPSA 2015 – Deliveries March + YTD

Retail Volume in Mar. is much higher than budget.

Whole-year retail progress 14%.

DS CAPSA 2015 – Network Development - March + YTD 74 4S Store in operation 100 MOU already signed 2015 Network Development analysis - DS Stores Ambitious targets for 2016 Transiotional Dealer 过渡经销商 4S real+forecast 4S 实际 +预估 169 City Format real+forecast Total DS stores target 城市展厅实际 +预估 DS Store 总目标 147 132 121 60 109 50 40 95 30 84 84 20 80 80 82 83 10

100 80 82 83 88 72 72 74 74 75 75 76

8 8 8 9 9 9 9 9 9 9 9 9 一月 二月 三月 四月 五月 六月 七月 八月 九月 十月 十一月 十二月 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

DS CAPSA DS CAPSA