2011 Guts and Glory: Pickup Showdown Meeting Leader’s Guide Chrysler Canada 2011 Guts and Glory: Pickup Showdown Ram Intercept Tour Opening Session Meeting Leader’s Guide Version 1.65 August 15, 2011 ©2011 Chrysler Canada Inc. All Rights Reserved. Hidden Slide

Hidden Slide Module Overview Objectives Preparation After registration, participants enter the main room where the Opening Session and Closing Session take place. The room also serves as one of the breakout rooms for either the Ram 1500 or the Ram Heavy Duty module. Another room exists for the second of the two breakout modules. The module starts with an opening video and then quickly covers information on the wider Ram sales growth initiative of which this training session is a part. The module content then moves on to the purpose and content of this training initiative. Before splitting up the group in two and sending them to their breakout sessions, make sure everyone has a knowledge test. Without getting at least 80% on this test, the participants will not gain Certification credit. Tests will be handed in for grading just before the start of the Closing Session, allowing enough time to identify those who fail and then re-test them. Objectives By the end of this module, participants will be able to: Understand the Ram growth strategy and the increased sales that can result from it Understand the content to be covered in the Guts and Glory: Pickup Showdown training event Preparation This module is designed to be delivered by both Trainers – although only one needs to cover the content – using a PowerPoint presentation. Prior to training: Familiarize yourself with this entire Meeting Leader’s Guide – not just this module Review all videos ahead of time for more effective transitions to your spoken content Trainers must decide who will deliver the content of this module. It is recommended that only one trainer covers the bulk of the Opening Session content for simplicity; both trainers may decide to share content throughout the module if they so desire Hidden Slide

Séance d’ouverture Welcome Key Points When participants have settled in their seats, proceed to next slide to automatically play opening video Séance d’ouverture

Séance d’ouverture Vidéo sur le Ram Welcome Play Play Ram 1500/3500 video Key Points When finished, proceed to next slide where both trainers introduce themselves Vidéo sur le Ram

Pierre Ratelle Martin Roy Séance d’ouverture Welcome Key Points Welcome participants Introduce yourselves Say Welcome to the Guts and Glory: Pickup Showdown Ram Intercept Tour. As you were no doubt reminded during our short video, Ram pickups are just plain good-looking trucks. Add to that their reputation for hard work and you have a winning combination. Bienvenue! Pierre Ratelle Martin Roy

Juillet : Chrysler Canada est le 1er vendeur de camions légers au pays Séance d’ouverture Welcome Say Perhaps that’s why Ram sales in Canada have jumped so far this year. In July, Ram was the number-one seller of light trucks in Canada, with Ram the second-best selling vehicle in Canada. As good as things are, we know we can do better. We currently hold about 25% of the pickup market. That’s great, but we feel that we can get to 33% in short order. Juillet : Chrysler Canada est le 1er vendeur de camions légers au pays Le 2e vendeur de véhicules au pays Chrysler détient actuellement 25 % des parts de marché du camion au pays Avec votre contribution, nous pouvons atteindre 33 %! 33 % 25 %

33 %? Pouvons-nous atteindre cet objectif? Séance d’ouverture Ram Growth Strategy Say You might be wondering if we can get to that market share number. For doubters, I have three words for you: Alberta and British Columbia. (Build) These two regions show how it is possible for Ram trucks to command 30+% of the market. And that’s without the marketing initiatives we’re about to roll out! 33 %? Pouvons-nous atteindre cet objectif? En quelques mots : Alberta et Colombie-Britannique Région Part de marché du Ram Nationale 26 % Alberta 33 % C.-B. 30 % Québec Atlantique 23 % Ontario 21 % Prairie 20 % Build slide

Séance d’ouverture Quelques statistiques à retenir : Ram Growth Strategy Say Keep a few things in mind about how we can get the market share increase: More Canadians are switching to Ram 1500 than any other 1/2-ton pickup brand, and it’s no wonder It was also rated a 2011 “Best Buy” by Consumers Digest magazine It offers HEMI® V8 horsepower (390) with V6 fuel economy (28 MPG HWY) Ram Heavy Duty is the best-selling diesel truck and lowest-price HD in Canada Best-in-class towing with Max Tow Package: 10,319 kg/22,750 lb Unsurpassed diesel torque (800 lb-ft) So, clearly, Ram light-duty and heavy-duty models have what it takes to rob sales from the competition. So, we’ve got the product . . . now we need to focus on getting more buyers in our showrooms and giving them the real Ram story once they get there. And the corporation has created a comprehensive initiative to make that happen. Quelques statistiques à retenir : Ram 1500 : Plus de propriétaires de camion choisissent le Ram 1500 plus que tout autre camion léger Nommé « Meilleur achat » par Consumers Digest en 2011 Puissance d’un V8 - Cconsommation d’un V6 Ram HD : Le diesel le plus vendu et le HD le plus abordable au pays Capacité de remorquage maximum la plus élevée de la catégorie et couple diesel inégalé Nous avons les produits et vous offrons le soutien nécessaire

Séance d’ouverture Ram Growth Strategy Say The corporation is pulling out all the stops to get the Ram message out. Key Points Consumer events will bring Ram trucks to more potential customers than ever The pace and number of direct mail and email promotional pieces will be significantly increased More consumer events for potential customers to experience our trucks at high-traffic events Social media presence for increased product visibility Continued on next slide Initiatives de la société pour augmenter les ventes : Un plus grand nombre d’événements pour consommateurs Augmentation des envois par publipostage et de courriels Présence dans les média sociaux

Initiatives de la société pour augmenter les ventes : Séance d’ouverture Ram Growth Strategy Key Points (continued) The Ram brand web site will be revised and expanded And advertising for the Ram brand will also increase dramatically You may have already seen some of the new Guts and Glory ads running on television, but let’s take a look at two now Transition to video Initiatives de la société pour augmenter les ventes : Site Internet et site mobile du Ram révisés Augmentation substantielle de la publicité du RAM : APC et publicité nationale

Le courage. La légende. Le défi Ram Growth Strategy Play “The Standoff” Le défi

Se distancer de la foule Le courage. La légende. Ram Growth Strategy Play “Thin the Herd” Se distancer de la foule

Vidéo des essais des concurrents Séance d’ouverture Ram Growth Strategy Say That last advertisement alludes to Ram’s strength over the competition that is evident when you look closely at all three. The ad is making a point here, because both Ford and Chevy have been actively posting web videos on their brand sites and on YouTube showing how they are each the best. Here’s a tip from me: Don’t believe everything you see on the Internet. Like YouTube videos of talking oranges and the latest no-exercise weight-loss regime, not everything in cyberspace can be believed. Some of the claims by Ford and Chevy are downright misleading. Which brings us to the last element of the company-wide initiative to increase Ram sales – the training component. That, of course, is where you are at now. The driving goal behind this live event was to dispel some of the half-truths or incomplete comparisons you’ll find on the competition’s web sites. Vidéo des essais des concurrents Il ne faut pas croire tout ce que l’on voit sur Internet! Nous sommes ici pour examiner certaines de ces déclarations trompeuses

Séance d’ouverture Program Background Say To do that, we got all the trucks together, along with a host of professional drivers and some sophisticated testing equipment, and tried to see whether the competitors’ video claims hold water. Key Points Testing took place over three days at the Automotive Research and Development Centre in Windsor, ON – a cooperative venture between Chrysler Canada and University of Windsor We tested both a Ram 1500 with a HEMI® and a Ram 3500 with the High Output Cummins® diesel versus their Ford and Chevy competitors The testing used a device known as a “V-Box” that uses enhanced global positioning satellite technology (GPS) for accurate, reliable speed and distance measurements  Their equipment records speed, time and distance data 100 times per second Their speed measurements are accurate within plus/minus 0.1 km/h And within plus/minus 2 cm for stopping distance We weren’t trying to set up “wins” for Ram; just trying to find out if Ram performed anything like what was shown in the competition’s videos We weren’t able to duplicate every single test on the competition’s videos – just those that we had the time and space for Still, we found some interesting results that we’ll share in today’s training Trois jours d’essais au Centre de recherche et de développement automobile : Pilotes professionnels VBOX Ram 1500 équipé d’un HEMIMD contre la concurrence Ram 3500 à RAJ équipé du CumminsMD haut rendement contre la concurrence

Ce que nous allons démontrer : Séance d’ouverture Program Background Say And that testing pointed out some things we already knew or strongly suspected. By the end of this event, you’ll see that Ram is best-in-class or strongly competitive in these important areas. Key Points Durability and reliability Fuel efficiency and value Capability – no only towing/hauling, but 4x4 capability as well Design and comfort features These are the key areas that buyers are looking for today when they purchase a truck, so it’s important you see how well we stack up. Ce que nous allons démontrer : Les camions Ram sont au sommet de leur catégorie ou très concurrentiels dans les catégories suivantes : Durabilité et fiabilité Consommation et valeur Capacités (remorquage, transport de charge, 4x4) Design et confort

Séance d’ouverture Programme Agenda Say So, let’s take a look at the modules you will learn about these selling features. Key Points After this Opening Session, we will split into two groups One group will go to the 1500 Comparison module and the other will go to the Heavy Duty Comparison The structure of both modules is pretty much the same – you will get a situation report on the market specifics of that segment and then dive into some of the testing results. You will then go outside for the bulk of the module for a walkaround comparison on the actual vehicles Once both groups have gone through the two modules, we’ll meet back here for a wrap-up Programme Séance d’ouverture (10 minutes) Comparatif Ram 1500 (60 minutes) Comparatif Ram HD (60 minutes) Séance de clôture (15 minutes)

Séance d’ouverture Test de connaissances Knowledge Test Say And one more thing before you split up into groups. You received a Knowledge Test when you registered. You must achieve 80% on this to get your Certification credit. I suggest you read over the questions now so you can answer the questions correctly when the information comes up during the module. You’ll hand in your completed test before the Closing Session starts. Do Tell one group to stay in the current room, while the other group is led to the alternate room Test de connaissances Vous devez obtenir au moins 80 % Lisez les questions à l’avance Remettez le test avant le début de la séance de clôture

End of Session Séance d’ouverture