Bringing back the in the u.s Bodil Eriksson, volvo car USA VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 1 starting point January 2014 Out of sight & out of mind | 4% spontaneous awareness | record low sales

“Suzuki pulled out of the American market last year. Mitsubishi and Volvo will follow soon”

Volvo is ranked 5 out of 10 that will disappear in 2014.

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 2 MEANWHILE; THE TRANSFORMATION OF HAD BEGUN

“The Stunning Volvo Concept Coupé Is The New Swedish Sexy” Jalopnik

“Well, hello gorgeous. Aren't you a nice surprise for our Wednesday night!” Jalopnik

"It is the prettiest Volvo ever" Automobile

“Volvo Concept Coupe. Volvo, Reinvented. Volvo’s future is looking good. Very good, we’d say.” AskMen

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 3 1st proof point: the all new xc90 “The inside out” launch

“Called SENSUS, it’s the best touchscreen entertainment and information system on the market, if not the best of any, full stop” Motor Trend

“Range Rover beware, the all new Volvo XC90 has launched” Digital Trends

On paper, Volvo has cracked the code and done the impossible: They have created a no-compromise SUV. The car world will never be the same.” Ask Men

2015 Volvo XC90 leapfrogs competition with new safety technology” Edmunds.com

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 4 On paper, Volvo has cracked the code and done the impossible: They have created a no-compromise SUV. The car world will never be the same.” Ask Men 50% The XC90 isn’t just our SUV of the Year—it’s also a captivating work of art, “ inside and out.” Conquest This is an entirely new vehicle from a car company that has taken a step back and reinvented both itself and the luxury three-row SUV.” “ Motor Trend People who love cars, have driven everything and yet want something else, something different, something cool, reliable and a bit contrarian, want something better than a . With having gone the way of BMW and Mercedes, what’s left? Jaguar? Volvo. Here and now. Returning to its core values with the “ right car at the right time.” The Drive

Volvo S90 revealed: declares automotive war on the Germans. Following the XC90, the reinvention of Volvo continues.” “ The Verge New marketing strategy: Targeted, adaptive, scrappy - Real time mindset Embrace that we are small - Go targeted!

Data driven - Hyperfrequent and then nimble and scrappy

Multi platform addressability - Home, Device, Time of day, Consumer action

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 7 Our intercept strategy build on established, high attention events, intercept with relevant content

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 8 Super bowl Interception 80 media stories | 55,000 #volvocontest, most tweeted automotive hashtag | trended 3 times

• “Who Would You Put in a Volvo?” • Seed the idea – media coverage and consumer videos • Drive active consumer engagement on Game Day • Amplify posts on Twitter targeting competitors handles and trending hashtags

• Gold Lion in Cannes, PR award of the Year

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 9 ces Interception: FUTURE OF DRIVING / S90 141 media stories | 35% peak share of voice | volvo 3rd in ad social conversationSpend when They | 4,11% Announce..... engagement Intercept rate Conversation Track Our Share of the Conversation...... Identify Keywords Insert Strategically Timed announcements

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 10 Make something worth talking about 8.1M Impressions | 1.5M Video Views | 1200 Shares | 365 Comments + Replies

VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 11 “The work is unusual and somewhat risky for Volvo in an industry largely characterized by vanilla advertising focused on financial incentives and sheet-metal glamour shots.” VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016 12 ADWEEK: 0 8 . 2 0 1 6 “Little, conservative Volvo, leading the way into the future. Not so conservative any more. And, in the future, not so little, I bet.”