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Olivier Francois

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my Music“One Million Miles Away”

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my Cars

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my Kids

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What matters to me…

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Chrysler seen from a different Perspectivey p

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A Frenchman … an Italian company… an American brand

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The first traveling salesman…

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“Even sales can be a form of

creative expression.”

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“There is always a way… there is always a pathway.”

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“An American sensation”

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Chrysler’s great heritage and innovations

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Ironically SimilarIronically similar

CHRYSLER 2009 = LANCIA 2005

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Historic DNA similarities

CHRYSLERLANCIAPower, Technology and StylingPerformance, Innovation and Design

LANCIA also focused on 3 basics

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Product Marketingg

Market share(Italy)

4 34.8

NetworkNameplates

4.1

6

4.3

5 4

4.2

4Year 2009 E2006 2007 2008

Best practices set the vision

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Network

ProductMarket share( US ) 3.4

Name Plates

1.8

5 7Marketing

2009 E 2014 EYear

Product Vision

Network

Product

“ DESIGN AND ENGINEER CARS THAT START OUT REVOLUTIONARY AND END UP TIMELESS”

Marketing

“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”

QUALITY EFFICIENCYVALUE1st Std i b

INNOVATIONSTYLINGPERFORMANCECOMFORT EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT1st 300 HP Prod. 1st Std. airbagsChrysler Airflow1st 300 HP Prod.1st Minivan

“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”

INNOVATIONSTYLINGPERFORMANCECOMFORT

EFFICIENCYVALUEQUALITY

“I gave the public quality, beauty, speed, f t t l d ll t l i ”comfort, style and power, all at a low price”

EFFICIENCYVALUE1st Std i b

QUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT1st Std. airbags1st 300 HP Prod.Chrysler Airflow1st 300 HP Prod.1st Minivan

EFFICIENCYVALUEQUALITYINNOVATIONSTYLINGPERFORMANCECOMFORT

MPG

RESPONSIBILITYCRAFTSMANSHIP PRIDEREFINED PROVOCATIVE INTUITIVEBALANCEDCHRYSLER ATTRIBUTESCHRYSLER ATTRIBUTES

Product Priorities

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• Expand product portfolio

• Improve quality and craftsmanship

• Create exciting design

1. Leverage relationship with Fiat Group and share platforms

2. Create cars that embodies timeless elegance

“Design cars that start out revolutionary and end up timeless”

Product PlanComing in Q1 2010

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Target youth: 300 Sport edition

Target affluent young families: Town & Country Fashion Edition

Target trend setters: PT Cruiser Final EditionTarget trend setters: PT Cruiser Final Edition

Target coastal states: Sebring Ocean Edition

Product PlanComing in Q4 2010

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Reshape Sebring to expand Chrysler’s D segmentReshape Sebring to expand Chrysler s D segment market share and further elevate brand equity

Refresh Town & Country

Network Vision

Network

Product

“A WAVE OF PRIDE THAT STARTS ON EVERY SHOWROOM FLOOR”

Marketing

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“A window to the customer”

“Because pride is wonderful feeling and we want everyone of our customer to experience it”

Marketing Vision

Network

Product

“A WAVE OF PRIDE THAT STARTS ON EVERY SHOWROOM FLOOR”

Marketing

Marketing Vision

DIFFERENT:“If you want to be noticed, you must be different.”

Coco Chanel Network

REMEMBERED:“Elegance is not being noticed, but being remembered.”

Giorgio Armani

Product

ASPIRATIONAL:Marketing

“I don’t design clothes, I design dreams.”Ralph Lauren

Product CatalogsAdvertising

Catalogs

MerchandisingMerchandising

Websites

AutoshowsShowroom

Marketing Vision

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Auto ShowsAuto Shows

Spring Fashion CollectionSpring Fashion Collection

Marketing Vision

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Brochures

Marketing Vision

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Website

Product CatalogsAdvertising

CatalogsProduct (COMING Q1 2010)Catalogs (COMPLETED)

Advertising (COMPLETED)

Merchandising

Websites

Showroom

Websites (COMING Q1 2010)

Showroom (COMING Q4 2010)LogoLogo

Autoshows

Showroom

Shows (COMING Q1 2010)

Showroom (COMING Q4 2010)

Chrysler Brand U.S. Total Volume & Share Growth Timeline

D SegmentB, C, D, CUV-Segment

535497

3.3%

2 6% 2 6%

3.3%3.4%

sand

s) U.S

D-SegmentMinivan

327

275

354

4674972.6%

1.8%

2.1%2.2%

2.6%

al V

olum

e (T

hous

. Total Share (Pe

182

232275

U.S.

Tot

aercent)

2007 2008 2009 E 2010 E 2011 E 2012 E 2013 E 2014 E

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“The future belongs to those gwho believe in the beauty of their dream.”

Eleanor RooseveltEleanor Roosevelt

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