GM, Crossing the $2 Billion Mark, Sets the Pace for Automotive Manufacturers

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Contact:
Matt Biscuiti
Golin/Harris International
(212) 373-6044
mbiscuiti@golinharris.com

News

April 12, 2000

GM, Crossing the $2 Billion Mark, Sets the Pace for Automotive Manufacturers
The Category's 17.6% Bests the 10.3% Overall Increase

Automotive manufacturers, seeking to reach the nearly 13 million people buying or leasing a new car every year according to The Polk Company of Detroit, increased their 1999 advertising outlay by 17.4% according to Competitive Media Reporting (CMR), the nation's leading provider of advertising intelligence. This increased commitment outpaced the overall advertising expenditure increase of 10.3% from 1998. General Motors once again pulled even further ahead in the race of automotive advertising by increasing their expenditures to $2.628 billion - an increase of 36.8%.

The now combined DaimlerChrysler replaced Ford in the number two position with Dodge's ads promoting various models leading all brand advertising and their support of the Caravan ranking fourth among automotive brands. While Volkswagen did not make the list of the top 5 parent company spenders, the Jetta ranked second among automotive brands with a tremendous 621.4% increase over last year. The Nissan Maxima followed suit with a 562.0% increase of its own. Showing American's increasing interest in vehicles larger than an average car, the Jeep Grand Cherokee rounded out the top 5.

For more information on industry parent and brand leaders, see the attached chart.

Competitive Media Reporting is the leading provider of strategic advertising intelligence, serving advertising agencies, advertisers, broadcasters and publishers. The company's tracking technologies collect occurrence and expenditure data, as well as the creative executions of over 900,000 brands across 15 media. CMR is headquartered in New York City and maintains sales locations in major markets throughout the United States. For further information, visit http://www.cmr.com.

Automotive

Rank	Parent Company	1999	1998	% Change
1	General Motors Corporation	2,627,969.20	1,921,531.50	36.8
2	DaimlerChrysler AG	1,495,119.80	1,373,463.50	8.9
3	Ford Motor Company	1,066,176.10	1,025,245.20	4
4	Toyota Motor Corporation	704,330.50	647,272.40	8.8
5	Honda Motor Co LTD	540,250.90	456,393.80	18.4
($000)

Rank	Brand	1999	1998	% Change
1	Dodge Auto & Truck Var	132,604.80	44,778.20	196.1
2	Volkswagen Autos Jetta	117,699.00	16,314.70	621.4
3	Nissan Autos Maxima	116,003.60	17,523.00	562
4	Dodge Trucks Caravan	108,713.90	100,639.80	8
5	Jeep Grand Cherokee	107,787.90	136,365.40	-26.5
($000)

Editor's Note:
This spending does not include expenditures from Dealer Associations.

Additional expenditure reports and analyses are available by calling Daniel Prince & Associates — (212) 213-9060.