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Market Analysis of GENERIC MERCEDES-BENZ

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Market Analysis of GENERIC MERCEDES-BENZ Powered By Docstoc
					     for
Mercedes-Benz
                     MERCEDES-BENZ OF AUSTIN
                       CUSTOMER DATABASE




 On February 1, 2007, 1,792 customer records for Mercedes-Benz
  sales from January, 2004 to January 27, 2007.
 233 were businesses or dealer trades.
 74 were addressed to PO Boxes.
 76 had non-correctable addresses.
 192 had duplicate address.
 Therefore, this analysis is based on 1,217 Mercedes-Benz sales.




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33.35% OF ALL HOUSEHOLDS WITHIN MERCEDES-BENZ CUSTOM
SALES UNIVERSE REPRESENT THE SAME LIFESTYLE OF THOSE
CUSTOMERS WHO HAVE ACTUALLY BOUGHT 74.66% OF THE
MERCEDES-BENZ PURCHASED AT MERCEDES-BENZ. THE
LIFESTYLE OF THESE 33.35% HOUSEHOLDS IS THEREFORE
CONSIDERED YOUR HIGHEST TARGET FOR POTENTIAL NEW
MERCEDES-BENZ CUSTOMERS.




                                                       3
                               MERCEDES-BENZ – HIGH POTENTIAL

CLUSTER LIFESTYLE                      D.M. COUNT % OF HOUSEHOLDS % OF MERCEDES-BENZ MERCEDES-BENZ INDEX
B06     Successful Urban Sprawl                    7        0.02%              0.12%                 7.29
K02     Academic Necessities                  -             0.02%              0.12%                 7.29
A01     America's Wealthiest                1,600           0.95%              5.02%                 5.30
A03     White-collar Suburbia                940            0.33%              1.35%                 4.06
A04     Upscale Suburbanites                1,249           1.11%              4.41%                 3.98
A02     Dream Weavers                       6,385           3.52%             12.00%                 3.41
B01     Status-conscious Consumers          8,271           5.95%             17.14%                 2.88
I03     Comfy Country Living                 229            0.36%              0.86%                 2.40
E03     Professional Urbanites              3,887           2.35%              5.51%                 2.34
A05     Enterprising Couples                4,846           2.75%              5.63%                 2.05
I01     Industrious Country Living                16        0.07%              0.12%                 1.85
A06     Small-town Success                  4,806           3.45%              6.00%                 1.74
J01     Rugged Southern Style                 -             0.07%              0.12%                 1.70
B02     Affluent Urban Professionals        1,483           1.42%              2.33%                 1.64
C02     Prime Middle America                2,509           2.39%              3.43%                 1.43
B04     Solid Suburban Life                 2,023           1.95%              2.45%                 1.26
A07     New Suburbia Families              11,231           6.33%              7.71%                 1.22
J05     New Beginnings                            40        0.33%              0.37%                 1.11
                                           49,522          33.35%             74.66%

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                                                                                                                                                    WANT MORE HIGH POTENTIAL
                                                                                                                                                     MERCEDES-BENZ BUYERS?

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                                                                                                                                                                                                                                                                                                                                                                                                                                                   Ê
                                                                                                                                                                                                                                                                                                                                                                                                                                                   Ú   Mercedes Benz o Aust n

                                                                                                                                                                                                                                                                                                                                                                                                                                                       RED Mercedes Benz Sa es
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                                                                                                                                                                                                                                                                                                                                                                                                                                                       GOLD H gh Potent a Mercedes Benz Sa es
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                                                                                                                                                                                                                                                                                                                                                                                                                                                       GREY Low Potent a Mercedes Benz Sa es
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50                                                                                                                             0                                                                                                                                                                                                                                50                                                                                100 M es
                                                                                                                                                                                                                                                                                                                                                                                                                                                                         S


                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                5
          MERCEDES-BENZ - HOT ZIP CODES

78746 TX, AUSTIN         10,324   136
78703 TX, AUSTIN         10,132    71
78731 TX, AUSTIN         11,935    70
78735 TX, AUSTIN          4,705    65
78738 TX, AUSTIN          1,278    38
78734 TX, AUSTIN          5,660    37
78759 TX, AUSTIN         20,620    37
78730 TX, AUSTIN          2,089    37
78750 TX, AUSTIN          8,984    32
78733 TX, AUSTIN          3,045    27
78704 TX, AUSTIN         21,417    26
78749 TX, AUSTIN         11,196    26
78732 TX, AUSTIN          1,530    25
78701 TX, AUSTIN          2,002    25
78613 TX, CEDAR PARK     11,717    24
78664 TX, ROUND ROCK     16,417    22
78739 TX, AUSTIN          2,720    20
78660 TX, PFLUGERVILLE   11,315    19
78726 TX, AUSTIN          2,646    17
78727 TX, AUSTIN          9,615    17
78628 TX, GEORGETOWN     10,377    16
78717 TX, AUSTIN          2,762    16
78748 TX, AUSTIN          9,435    15
78669 TX, SPICEWOOD       3,074    14
78747 TX, AUSTIN          2,055    13     6
BREAKDOWN BY MERCEDES-BENZ
          MODEL

   MODEL       SALES
   C-CLASS       302
   E-CLASS       242
   ML-CLASS      154
   CLK-CLASS     111
   S-CLASS        64
   SLK-CLASS      62
   SL-CLASS       43
   R-CLASS        42
   CLS-CLASS      31
   GL-CLASS       19
   G-CLASS         5
   CL-CLASS        4
   SLR-CLASS       1


                             7
                                       C-CLASS – PART I



CLUSTER LIFESTYLE                       % OF HOUSEHOLDS % OF C-CLASS C-CLASS INDEX
A03     White-collar Suburbia                      0.33%        1.86%         5.62
I03     Comfy Country Living                       0.36%        1.40%         3.91
A01     America's Wealthiest                       0.95%        3.26%         3.44
J05     New Beginnings                             0.33%        0.93%         2.81
A02     Dream Weavers                              3.52%        8.37%         2.38
A05     Enterprising Couples                       2.75%        6.51%         2.37
B02     Affluent Urban Professionals               1.42%        3.26%         2.30
A07     New Suburbia Families                      6.33%       13.49%         2.13
I04     Small-town Connections                     0.23%        0.47%         1.99
E03     Professional Urbanites                     2.35%        4.65%         1.98
B01     Status-conscious Consumers                 5.95%       10.23%         1.72
L03     Gray Perspectives                          0.30%        0.47%         1.53
B03     Urban Commuter Families                    1.31%        1.86%         1.42
B04     Solid Suburban Life                        1.95%        2.33%         1.19
A06     Small-town Success                         3.45%        3.72%         1.08
H01     Young Cosmopolitans                        9.51%       10.23%         1.08
C04     Family Convenience                         0.91%        0.93%         1.02



                                                                                     8
                                    C-CLASS – PART II


CLUSTER LIFESTYLE                    % OF HOUSEHOLDS % OF C-CLASS C-CLASS INDEX
D03     Lower-income Essentials                 0.47%        0.47%         0.99
C02     Prime Middle America                    2.39%        2.33%         0.97
C01     Second City Homebodies                  3.53%        3.26%         0.92
J04     College Town Communities                0.53%        0.47%         0.87
C05     Mid-market Enterprise                   5.46%        4.65%         0.85
L02     Major University Towns                  0.60%        0.47%         0.77
H04     Aspiring Hispania                       3.20%        1.86%         0.58
H03     Stable Career                           6.74%        3.26%         0.48
A04     Upscale Suburbanites                    1.11%        0.47%         0.42
G01     Hardy Rural Families                    1.12%        0.47%         0.42
B05     Second-generation Success               2.45%        0.93%         0.38
K01     Unattached Multicultures                1.30%        0.47%         0.36
E02     Urban Blues                             2.64%        0.93%         0.35
D04     Small-town Endeavors                    2.73%        0.93%         0.34
F04     Urban Grit                              4.35%        1.40%         0.32
C03     Urban Optimists                         5.60%        1.40%         0.25
K04     Urban Diversity                         3.85%        0.93%         0.24
F03     Southern Blues                          2.02%        0.47%         0.23
J02     Latino Nuevo                            2.19%        0.47%         0.21


                                                                                  9
                                       E-CLASS – PART I




CLUSTER LIFESTYLE                       % OF HOUSEHOLDS % OF E-CLASS E-CLASS INDEX
B06     Successful Urban Sprawl                    0.02%        0.54%        32.36
A03     White-collar Suburbia                      0.33%        2.17%         6.56
A04     Upscale Suburbanites                       1.11%        5.98%         5.39
A02     Dream Weavers                              3.52%       13.59%         3.86
B01     Status-conscious Consumers                 5.95%       22.83%         3.84
E03     Professional Urbanites                     2.35%        7.07%         3.00
A06     Small-town Success                         3.45%        8.70%         2.52
A01     America's Wealthiest                       0.95%        2.17%         2.30
B02     Affluent Urban Professionals               1.42%        2.72%         1.92
A05     Enterprising Couples                       2.75%        4.89%         1.78
C02     Prime Middle America                       2.39%        3.80%         1.59
I03     Comfy Country Living                       0.36%        0.54%         1.52
D03     Lower-income Essentials                    0.47%        0.54%         1.16




                                                                                     10
                                    E-CLASS – PART II




CLUSTER LIFESTYLE                    % OF HOUSEHOLDS % OF E-CLASS E-CLASS INDEX
G01     Hardy Rural Families                    1.12%        1.09%         0.97
H01     Young Cosmopolitans                     9.51%        8.15%         0.86
C01     Second City Homebodies                  3.53%        2.72%         0.77
A07     New Suburbia Families                   6.33%        4.35%         0.69
B04     Solid Suburban Life                     1.95%        1.09%         0.56
B03     Urban Commuter Families                 1.31%        0.54%         0.41
C03     Urban Optimists                         5.60%        1.63%         0.29
B05     Second-generation Success               2.45%        0.54%         0.22
E02     Urban Blues                             2.64%        0.54%         0.21
C05     Mid-market Enterprise                   5.46%        1.09%         0.20
H04     Aspiring Hispania                       3.20%        0.54%         0.17
H03     Stable Career                           6.74%        1.09%         0.16
F04     Urban Grit                              4.35%        0.54%         0.12




                                                                                  11
                                           ML-CLASS


CLUSTER LIFESTYLE                      % OF HOUSEHOLDS % OF ML-CLASS ML-CLASS INDEX
A01     America's Wealthiest                      0.95%         6.72%           7.10
A02     Dream Weavers                             3.52%        13.45%           3.82
B01     Status-conscious Consumers                5.95%        22.69%           3.82
A04     Upscale Suburbanites                      1.11%         3.36%           3.03
E03     Professional Urbanites                    2.35%         5.04%           2.14
C02     Prime Middle America                      2.39%         5.04%           2.11
A06     Small-town Success                        3.45%         5.88%           1.70
A05     Enterprising Couples                      2.75%         4.20%           1.53
L02     Major University Towns                    0.60%         0.84%           1.39
B04     Solid Suburban Life                       1.95%         2.52%           1.29
C01     Second City Homebodies                    3.53%         4.20%           1.19
F02     Moderate Conventionalists                 0.88%         0.84%           0.96
H01     Young Cosmopolitans                       9.51%         8.40%           0.88
E04     Urban Advancement                         2.01%         1.68%           0.84
A07     New Suburbia Families                     6.33%         5.04%           0.80
C05     Mid-market Enterprise                     5.46%         4.20%           0.77
B02     Affluent Urban Professionals              1.42%         0.84%           0.59
F03     Southern Blues                            2.02%         0.84%           0.42
B05     Second-generation Success                 2.45%         0.84%           0.34
C03     Urban Optimists                           5.60%         1.68%           0.30
K04     Urban Diversity                           3.85%         0.84%           0.22
H03     Stable Career                             6.74%         0.84%           0.12



                                                                                       12
                                           CLK-CLASS



CLUSTER LIFESTYLE                      % OF HOUSEHOLDS % OF CLK-CLASS CLK-CLASS INDEX
A04     Upscale Suburbanites                      1.11%          9.41%            8.49
A01     America's Wealthiest                      0.95%          5.88%            6.21
A02     Dream Weavers                             3.52%         15.29%            4.35
J05     New Beginnings                            0.33%          1.18%            3.55
E03     Professional Urbanites                    2.35%          5.88%            2.50
B04     Solid Suburban Life                       1.95%          4.71%            2.41
B01     Status-conscious Consumers                5.95%         12.94%            2.18
A05     Enterprising Couples                      2.75%          5.88%            2.14
A06     Small-town Success                        3.45%          7.06%            2.05
A07     New Suburbia Families                     6.33%         12.94%            2.04
B05     Second-generation Success                 2.45%          3.53%            1.44
B02     Affluent Urban Professionals              1.42%          1.18%            0.83
H01     Young Cosmopolitans                       9.51%          4.71%            0.49
C02     Prime Middle America                      2.39%          1.18%            0.49
D04     Small-town Endeavors                      2.73%          1.18%            0.43
H03     Stable Career                             6.74%          2.35%            0.35
C05     Mid-market Enterprise                     5.46%          1.18%            0.22




                                                                                         13
                                            S-CLASS


CLUSTER LIFESTYLE                      % OF HOUSEHOLDS % OF S-CLASS S-CLASS INDEX
K02     Academic Necessities                      0.02%        1.89%       112.34
A01     America's Wealthiest                      0.95%        9.43%         9.96
A03     White-collar Suburbia                     0.33%        1.89%         5.70
I03     Comfy Country Living                      0.36%        1.89%         5.29
A02     Dream Weavers                             3.52%       15.09%         4.29
A05     Enterprising Couples                      2.75%        9.43%         3.43
A04     Upscale Suburbanites                      1.11%        3.77%         3.40
B01     Status-conscious Consumers                5.95%       15.09%         2.54
E03     Professional Urbanites                    2.35%        5.66%         2.41
F02     Moderate Conventionalists                 0.88%        1.89%         2.15
G01     Hardy Rural Families                      1.12%        1.89%         1.69
A06     Small-town Success                        3.45%        5.66%         1.64
C01     Second City Homebodies                    3.53%        5.66%         1.60
B02     Affluent Urban Professionals              1.42%        1.89%         1.33
F03     Southern Blues                            2.02%        1.89%         0.94
C02     Prime Middle America                      2.39%        1.89%         0.79
E02     Urban Blues                               2.64%        1.89%         0.72
H01     Young Cosmopolitans                       9.51%        5.66%         0.60
C05     Mid-market Enterprise                     5.46%        1.89%         0.35
C03     Urban Optimists                           5.60%        1.89%         0.34
A07     New Suburbia Families                     6.33%        1.89%         0.30
H03     Stable Career                             6.74%        1.89%         0.28



                                                                                    14
                                           SLK-CLASS


CLUSTER LIFESTYLE                      % OF HOUSEHOLDS % OF SLK-CLASS SLK-CLASS INDEX
J01     Rugged Southern Style                     0.07%          1.89%           26.26
A03     White-collar Suburbia                     0.33%          3.77%           11.39
I03     Comfy Country Living                      0.36%          3.77%           10.59
A01     America's Wealthiest                      0.95%          5.66%            5.98
E05     American Great Outdoors                   0.37%          1.89%            5.16
A04     Upscale Suburbanites                      1.11%          3.77%            3.40
G01     Hardy Rural Families                      1.12%          3.77%            3.38
B01     Status-conscious Consumers                5.95%         18.87%            3.17
B04     Solid Suburban Life                       1.95%          5.66%            2.90
E03     Professional Urbanites                    2.35%          5.66%            2.41
C02     Prime Middle America                      2.39%          5.66%            2.37
A05     Enterprising Couples                      2.75%          5.66%            2.06
B02     Affluent Urban Professionals              1.42%          1.89%            1.33
A06     Small-town Success                        3.45%          3.77%            1.09
A02     Dream Weavers                             3.52%          3.77%            1.07
F03     Southern Blues                            2.02%          1.89%            0.94
A07     New Suburbia Families                     6.33%          5.66%            0.89
C05     Mid-market Enterprise                     5.46%          3.77%            0.69
C03     Urban Optimists                           5.60%          3.77%            0.67
H01     Young Cosmopolitans                       9.51%          5.66%            0.60
H04     Aspiring Hispania                         3.20%          1.89%            0.59
C01     Second City Homebodies                    3.53%          1.89%            0.53



                                                                                         15
                        MERCEDES-BENZ – LOW POTENTIAL


CLUSTER LIFESTYLE                   % OF HOUSEHOLDS % OF MERCEDES-BENZ MERCEDES-BENZ INDEX
G01     Hardy Rural Families                   1.12%              0.98%                0.88
H01     Young Cosmopolitans                    9.51%              7.71%                0.81
C01     Second City Homebodies                 3.53%              2.69%                0.76
E05     American Great Outdoors                0.37%              0.24%                0.67
C05     Mid-market Enterprise                  5.46%              3.18%                0.58
I04     Small-town Connections                 0.23%              0.12%                0.52
D03     Lower-income Essentials                0.47%              0.24%                0.52
B03     Urban Commuter Families                1.31%              0.61%                0.47
L02     Major University Towns                 0.60%              0.24%                0.40
C04     Family Convenience                     0.91%              0.37%                0.40
L03     Gray Perspectives                      0.30%              0.12%                0.40
B05     Second-generation Success              2.45%              0.86%                0.35
C03     Urban Optimists                        5.60%              1.71%                0.31
F02     Moderate Conventionalists              0.88%              0.24%                0.28
H03     Stable Career                          6.74%              1.84%                0.27
H04     Aspiring Hispania                      3.20%              0.86%                0.27
F03     Southern Blues                         2.02%              0.49%                0.24
E02     Urban Blues                            2.64%              0.61%                0.23
J04     College Town Communities               0.53%              0.12%                0.23
D04     Small-town Endeavors                   2.73%              0.61%                0.22
E04     Urban Advancement                      2.01%              0.37%                0.18
F04     Urban Grit                             4.35%              0.49%                0.11
K04     Urban Diversity                        3.85%              0.37%                0.10
K01     Unattached Multicultures               1.30%              0.12%                0.09
J02     Latino Nuevo                           2.19%              0.12%                0.06


                                                                                              16
         FOLLOWING REPORTS ARE BASED ON:




 HIGH INDEXING MOSAIC LIFESTYLES WITHIN
  MERCEDES-BENZ OF AUSTIN HOT ZIP CODES
 HIGH INDEXING AGES OF MERCEDES-BENZ OWNERS
 HIGH INDEXING HOUSEHOLD INCOMES OF MERCEDES-
  BENZ OWNERS
 SCARBOROUGH IS THE SOURCE OF THE FOLLOWING
  SURVEY DATA. DATA AND REPORTS ARE COPYRIGHTED
  BY SCARBOROUGH AND ARE SUBJECT TO ANY
  LIMITATIONS AND QUALIFICATIONS.




                                              17
      AGE – ALL MERCEDES-BENZ OWNERS
        IN DESIGNATED MARKET AREA

                      Target 1   Target 1 Target 1
Category/Product      Persons    % Comp     Index
Demo:Personal
  Age of Respondent
     18 - 20              879         3.3           66
     21 - 24              402         1.5           26
     25 - 29             3,304       12.3       146
     30 - 34             1,859        6.9           72
     35 - 39             2,698       10.1       107
     40 - 44             3,416       12.7       108
     45 - 49             2,009        7.5           74
     50 - 54             2,384        8.9           90
     55 - 59             2,584        9.6       119
     60 - 64             2,545        9.5       151
     65 - 69              623         2.3           51
     70 or older         4,094       15.3       137

                                                         18
    HOUSEHOLD INCOME – ALL MERCEDES-
     BENZ OWNERS IN THE DESIGNATED
             MARKET AREA
                           Target 1   Target 1 Target 1
Category/Product           Persons    % Comp     Index
Demo:Household
  Household Income
     Less than $10,000          -            0            0
     $10,000 - $19,999          -            0            0
     $20,000 - $24,999         279           1           30
     $25,000 - $29,999          -            0            0
     $30,000 - $34,999          -            0            0
     $35,000 - $39,999          -            0            0
     $40,000 - $44,999        1,016        3.8           86
     $45,000 - $49,999          -            0            0
     $50,000 - $74,999         925         3.5           21
     $75,000 - $99,999        5,954       22.2       136
     $100,000 - $149,999      7,146       26.7       144
     $150,000 - $249,999      5,976       22.3       184
     $250,000 or more         5,501       20.5       466

                                                              19
                      AGE OF RESPONDENT –
                        MERCEDES-BENZ


                                  Target 1   Target 1 Target 1
Category/Product                  Persons    % Comp     Index
Demo:Personal
  Age of Respondent
     18 - 20                           -            0            0
     21 - 24                           -            0            0
     25 - 29                       23,173        18.9       163
     30 - 34                           -            0            0
     35 - 39                       25,857        21.1       218
     40 - 44                       37,792        30.8       223
     45 - 49                           -            0            0
     50 - 54                           -            0            0
     55 - 59                       17,541        14.3       207
     60 - 64                         8,225        6.7       156
     65 - 69                           -            0            0
     70 or older                   10,144         8.3           97


                                                                20
                   HOUSEHOLD INCOME OF RESPONDENT -
                           MERCEDES-BENZ


                                     Target 1   Target 1 Target 1
Category/Product                     Persons    % Comp     Index
Demo:Household
  Household Income
     Less than $10,000                    -            0           0
     $10,000 - $19,999                    -            0           0
     $20,000 - $24,999                    -            0           0
     $25,000 - $29,999                    -            0           0
     $30,000 - $34,999                    -            0           0
     $35,000 - $39,999                    -            0           0
     $40,000 - $44,999                    -            0           0
     $45,000 - $49,999                    -            0           0
     $50,000 - $74,999                    -            0           0
     $75,000 - $99,999                51,644        42.1       208
     $100,000 - $149,999              42,483        34.6       207
     $150,000 - $249,999              19,409        15.8       180
     $250,000 or more                   9,196        7.5       208

                                                                   21
                           MARKET VALUE OF HOME –
                              MERCEDES-BENZ


                                        Target 1   Target 1 Target 1
Category/Product                        Persons    % Comp     Index
  Market Value of Owned Home
     Under $50,000                         1,178          1           42
     $50,000 - $74,999                      828         0.7       117
     $75,000 - $99,999                     1,315        1.1           52
     $100,000 - $124,999                   5,904        4.8           75
     $125,000 - $149,999                 12,809        10.4           95
     $150,000 - $199,999                 24,813        20.2       102
     $200,000 - $249,999                 18,207        14.8       130
     $250,000 - $299,999                 10,211         8.3       120
     $300,000 - $349,999                 13,210        10.8       166
     $350,000 - $499,999                 14,535        11.8       215
     $500,000 - $999,999                   8,706        7.1       161
     $1,000,000 or more                     343         0.3           60



                                                                      22
                           TIME IN PRESENT HOME –
                               MERCEDES-BENZ

                                        Target 1   Target 1 Target 1
Category/Product                        Persons    % Comp     Index
  Own or Rent Residence
     Own                                112,059        91.3       118
     Rent                                10,283         8.4           42
     Other                                  390         0.3           12
  Time In Present Home
     Less than 6 months                    4,780        3.9           83
     6 months < 1 year                     2,940        2.4           39
     1 year < 2 years                    15,397        12.5       144
     2 years < 3 years                   13,195        10.8           87
     3 years < 4 years                   11,228         9.1       102
     4 years < 5 years                     6,944        5.7           93
     5 years < 6 years                   12,673        10.3       121
     6 years < 8 years                   11,142         9.1       106
     8 years < 10 years                    8,558          7       125
     10 years < 15 years                 17,299        14.1           99
     15 years < 20 years                 10,003         8.2       122
     20 years or more                      8,573          7           75


                                                                           23
                    HOUSEHOLD SIZE – MERCEDES-BENZ




                                     Target 1   Target 1 Target 1
Category/Product                     Persons    % Comp     Index
  Household Size
     One                              10,907         8.9           69
     Two                              46,383        37.8       110
     Three                            23,041        18.8           91
     Four                             27,310        22.3       115
     Five                               7,037        5.7           66
     Six                                5,955        4.9       189
     Seven                              2,099        1.7       155
     Eight                                -            0            0
     Nine or more                         -            0            0




                                                                   24
                            EMPLOYMENT STATUS –
                              MERCEDES-BENZ

                                               Target 1   Target 1 Target 1
Category/Product                               Persons    % Comp     Index
  Employment Status
     Employed full-time (35 hours or more)      92,120        75.1       123
     Employed part-time (less than 35 hours)      5,776        4.7           36
     Not employed                               24,836        20.2           78
  Reason Not Employed
     A homemaker                                  7,151        5.8           94
     A student                                    1,260          1           42
     Disabled                                      609         0.5           46
     Retired                                    14,799        12.1           95
     Temporarily laid-off                          518         0.4           67
     Other                                          -            0            0
     Not employed-looking for work                 499         0.4           18
  No. Employed In Household
     One                                        42,388        34.5       106
     Two                                        61,184        49.9       115
     Three                                        9,127        7.4           84
     Four                                           -            0            0
     Five                                           -            0            0
     Six                                            -            0            0
     Eight                                          -            0            0
     None                                       10,033         8.2           61


                                                                                  25
                          OCCUPATIONAL SUMMARY –
                              MERCEDES-BENZ



                                                     Target 1   Target 1 Target 1
Category/Product                                     Persons    % Comp     Index
  Occupation Summary
     Blue collar                                        6,035        4.9           33
     Construction, Extraction, and Maintenance          1,066        0.9           21
     Farming, Fishing, and Forestry                       -            0            0
     Management, Business and Financial Operations    30,811        25.1       150
     Military Specific                                  1,921        1.6       400
     Production, Transportation & Material Moving       1,652        1.3           37
     Professional and Related Occupations             34,851        28.4       111
     Sales and Office                                 26,199        21.3       123
     Service                                            1,396        1.1           17
     White collar                                     91,861        74.8       126




                                                                                   26
                     PRIMARY REASON USED DEALER TO
                      BUY/LEASE LAST NEW VEHICLE –
                            MERCEDES-BENZ



                                                   Target 1   Target 1 Target 1
Category/Product                                   Persons    % Comp     Index
  Primary Reason Usd Dealer Buy/Lse Lst New Vhcl
     Financing through dealer                       11,353         9.3           92
     Location                                       14,675         12            92
     Price - value                                  51,831        42.2       120
     Reputation of dealer                           23,130        18.8       116
     Selection of makes/models                      30,484        24.8       106
     Service                                        16,930        13.8       122
     Warranty                                         8,434        6.9       115
     Other reason                                   18,540        15.1       147




                                                                                 27
                     AMOUNT HHLD PLANS TO PAY NEW
                     VEHICLE NXT/YR – MERCEDES-BENZ




                                                Target 1   Target 1 Target 1
Category/Product                                Persons    % Comp     Index
  Amount HHLD Plans to Pay New Vehicle Nxt/Yr
     Under $10,000                                   -            0            0
     $10,000 - $14,999                             2,499          2       154
     $15,000 - $19,999                               -            0            0
     $20,000 - $24,999                             3,083        2.5           96
     $25,000 - $29,999                             5,632        4.6           92
     $30,000 - $34,999                             1,103        0.9           90
     $35,000 - $44,999                             1,961        1.6       100
     $45,000 or more                               3,750        3.1       221




                                                                              28
                        VEHICLE HHLD PLANS TO BUY
                     NEW/LEASE NXT/YR – MERCEDES-BENZ




                                               Target 1   Target 1 Target 1
Category/Product                               Persons    % Comp     Index
  Vehicle HHLD plans to buy new/lease Nxt/Yr
     Compact car                                   533         0.4           27
     Full-size car                                 657         0.5           83
     Luxury vehicle (any size)                     892         0.7           88
     Midsize car                                  2,711        2.2           67
     Pickup truck                                 4,230        3.4       136
     Sport utility vehicle                        5,362        4.4       119
     Van or mini-van                              3,700          3       130




                                                                             29
                   AMOUNT HHLD PLANS TO PAY LEASED
                    VEHICLE NXT/YR – MERCEDES-BENZ




                                                   Target 1   Target 1 Target 1
Category/Product                                   Persons    % Comp     Index
Auto:Ownership/Purchase
  Amount HHLD Plans to Pay Leased Vehicle Nxt/Yr
     Under $10,000                                      -            0           0
     $15,000 - $19,999                                  -            0           0
     $20,000 - $24,999                                 307         0.3       150
     $30,000 - $34,999                                  -            0           0




                                                                                 30
                   MILES TRAVEL 1 WAY BUY/LEASE LAST
                      NEW VEHICLE – MERCEDES-BENZ




                                                  Target 1   Target 1 Target 1
Category/Product                                  Persons    % Comp     Index
  Miles Travel 1-Way Buy/Lease Last New Vehicle
     Less than 10 miles                            25,150        20.5       104
     10 - 19 miles                                 35,375        28.8       135
     20 - 29 miles                                 22,255        18.1       127
     30 miles or more                              16,797        13.7           91




                                                                                31
                   MEDIA – QUINTILES – MERCEDES-BENZ

                                          Target 1   Target 1 Target 1 Total
Category/Product                          Persons    % Comp     Index        Quintiles 1 & 2 Differential
Media:Quintiles
  Newspaper Quintile
      Newspaper 1st Quintile (highest)     35,329        28.8       111
      Newspaper 2nd Quintile               34,140        27.8       113               56.6%        16.6%
      Newspaper 3rd Quintile               21,389        17.4           89
      Newspaper 4th Quintile               14,677         12            76
      Newspaper 5th Quintile (lowest)      17,197         14            98
  Outdoor Quintile
      Outdoor 1st Quintile (highest)       31,044        25.3       116
      Outdoor 2nd Quintile                 28,190         23        122               48.3%         8.3%
      Outdoor 3rd Quintile                 18,990        15.5           83
      Outdoor 4th Quintile                 27,007         22            97
      Outdoor 5th Quintile (lowest)        17,501        14.3           81
  Radio Quintile
      Radio 1st Quintile (highest)         16,678        13.6           74
      Radio 2nd Quintile                   23,947        19.5           93            33.1%        -6.9%
      Radio 3rd Quintile                   34,032        27.7       128
      Radio 4th Quintile                   27,701        22.6       106
      Radio 5th Quintile (lowest)          20,374        16.6           93
  TV Quintile
      Television 1st Quintile (highest)    18,516        15.1           85
      Television 2nd Quintile              22,320        18.2       101               33.3%        -6.7%
      Television 3rd Quintile              25,020        20.4       103
      Television 4th Quintile              32,475        26.5       117
      Television 5th Quintile (lowest)     24,401        19.9           91



                                                                                                            32
                   MEDIA:NEWSPAPERS:DAILY & SUNDAY
                           – MERCEDES-BENZ




                                     Target 1   Target 1 Target 1
Category/Product                     Persons    % Comp     Index
Media:Newspapers:Daily
  Austin American-Statesman
     Average Issue Readership         65,266        53.2       112
Media:Newspapers:Sunday
  Austin American-Statesman
     Average Issue Readership         77,668        63.3       110




                                                                   33
                      MEDIA:NEWSPAPERS:WEEKLY-
                     COMMUNITY – MERCEDES-BENZ –
                       DELETED <5% OF TARGET
                                              Target 1   Target 1 Target 1
Category/Product                              Persons    % Comp     Index
Media:Newspapers:Weekly-Community Groups
  Austin Business Journal
     Cume 1-4 issues read                        6,104          5       128
  Austin Chronicle
     Cume 1-4 issues read                      34,875        28.4           95
  Hill Country News (Wednesday edition)
     Cume 1-4 issues read                        7,443        6.1       153
  Hill Country News (twice a week)
     Cume 1-4 issues read                     122,732        100        100
  Round Rock Leader (3 times a week)
     Cume 1-4 issues read                     122,732        100        100
  Williamson County Sun (Sunday edition)
     Cume 1-4 issues read                        9,488        7.7       110
  Williamson County Sun (Wednesday edition)
     Cume 1-4 issues read                      10,063         8.2       117
  Williamson County Sun (twice a week)
     Cume 1-4 issues read                     122,732        100        100

                                                                                 34
                 NEWSPAPER SECTION GENERALLY
                LOOK AT/READ MON-FRI – MERCEDES-
                             BENZ
                                                  Target 1   Target 1 Target 1
Category/Product                                  Persons    % Comp     Index
Media:Nsp/Mag:Additional Info
  Newspaper sect generally look at/read Mon-Fri
     Advertising circulars/inserts/fliers          54,652        44.5       108
     Business/finance pages/section                54,791        44.6       108
     Classified advertising                        47,963        39.1       110
     Comics                                        54,012         44        111
     Editorial/opinion pages                       45,035        36.7           98
     Entertainment/lifestyle pages/section         65,077         53        106
     Fashion pages/section                         42,867        34.9       105
     Food/cooking pages/section                    56,114        45.7       107
     Home and garden pages/section                 47,230        38.5       104
     International/national news                   57,708         47        106
     Local news section                            70,067        57.1       100
     Main news/front page section                  90,636        73.8       109
     Movie listings and reviews                    52,642        42.9       109
     Science and technology pages/section          44,322        36.1       102
     Sports pages/section                          60,854        49.6       114
     TV or radio listings                          49,676        40.5       112


                                                                                     35
                   MEDIA:BROADCAST VIEWER PROFILE –
                    MERCEDES-BENZ – DELETED <5% OF
                            TARGET – PART l


                                     Target 1   Target 1 Target 1
Category/Product                     Persons    % Comp     Index
Media:Broadcast viewer profile
  KEYE (CBS) Channel 42
     Mon-Fri 9am-3pm                  11,052           9       106
     Mon-Fri 3pm-4pm                  11,069           9       129
     Mon-Fri 5pm-6:30pm               10,233         8.3           87
     Mon-Fri 10pm-10:30pm             14,339        11.7           94
     Mon-Fri 10:30pm-11:30pm            8,974        7.3           89
  KLRU (PBS) Channel 18
     Mon-Fri 5pm-6:30pm                 8,356        6.8       194
     Mon-Fri 6:30pm-7pm                 7,437        6.1       161
  KTBC (FOX) Channel 7
     Mon-Fri 9am-3pm                    6,265        5.1           75




                                                                   36
                   MEDIA:BROADCAST VIEWER PROFILE –
                    MERCEDES-BENZ – DELETED <5% OF
                           TARGET – PART ll
                                     Target 1   Target 1 Target 1
Category/Product                     Persons    % Comp     Index
  KVUE (ABC) Channel 24
     Mon-Fri 5am-7am                  11,136         9.1       138
     Mon-Fri 7am-9am                  14,136        11.5       117
     Mon-Fri 9am-3pm                  17,974        14.6       104
     Mon-Fri 4pm-5pm                  17,042        13.9       123
     Mon-Fri 5pm-6:30pm               32,932        26.8       134
     Mon-Fri 6:30pm-7pm               16,223        13.2       131
     Mon-Fri 10pm-10:30pm             25,718         21        117
  KXAN (NBC) Channel 36
     Mon-Fri 5am-7am                    8,958        7.3       111
     Mon-Fri 7am-9am                  12,308         10        109
     Mon-Fri 9am-3pm                  10,745         8.8       106
     Mon-Fri 5pm-6:30pm               19,486        15.9       112
     Mon-Fri 6:30pm-7pm               11,581         9.4       100
     Mon-Fri 10pm-10:30pm             21,371        17.4       128
     Mon-Fri 10:30pm-11:30pm          19,351        15.8       148

                                                                   37
                 MEDIA:CABLE VIEWER PROFILE –
                MERCEDES-BENZ – DELETED <5% OF
                        TARGET- PART l
                                           Target 1   Target 1 Target 1
Category/Product                           Persons    % Comp     Index
Media:Cable viewer profile
  American Movie Classics (AMC)
      Mon-Sun 6pm-Mid                         7,320          6       107
  Cable News Network (CNN)
      Mon-Sun 6am-6pm                         8,196        6.7       108
      Mon-Sun 6pm-Mid                         8,892        7.2       100
  Comedy Central (COM)
      Mon-Sun 6pm-Mid                       13,685        11.2       129
  ESPN1 (ES1)
      Mon-Sun 6am-6pm                       12,554        10.2       121
      Mon-Sun 6pm-Mid                       20,565        16.8       108
  ESPN2 (ES2)
      Mon-Sun 6pm-Mid                         9,421        7.7       115
  F/X (F/X)
      Mon-Sun 6pm-Mid                         6,852        5.6           92
  History Channel (HIS)
      Mon-Sun 6pm-Mid                         7,969        6.5       141
  Home & Garden Television Network (HGT)
      Mon-Sun 6am-6pm                         8,823        7.2           97
      Mon-Sun 6pm-Mid                         9,145        7.5           92
  News 8 Austin (N8A)
      Mon-Sun 6am-6pm                         8,197        6.7           92

                                                                              38
                  MEDIA: CABLE VIEWER PROFILE –
                 MERCEDES-BENZ – DELETED <5% OF
                         TARGET – PART ll
                                    Target 1   Target 1 Target 1
Category/Product                    Persons    % Comp     Index
  SCI-FI (SCI)
     Mon-Sun 6am-6pm                   6,136          5       147
     Mon-Sun 6pm-Mid                   7,590        6.2           81
  Spike TV (SPTV)
     Mon-Sun 6pm-Mid                   6,076          5           86
  TBS (TBS)
     Mon-Sun 6am-6pm                   8,604          7       115
     Mon-Sun 6pm-Mid                   6,667        5.4           83
  TV Food Network (TVF)
     Mon-Sun 6am-6pm                   6,240        5.1           82
     Mon-Sun 6pm-Mid                   9,439        7.7           90
  The Discovery Channel (DSC)
     Mon-Sun 6pm-Mid                 10,184         8.3       115
  Travel Channel (TRV)
     Mon-Sun 6pm-Mid                   6,225        5.1       159
  Turner Network Television (TNT)
     Mon-Sun 6am-6pm                   7,154        5.8       102
     Mon-Sun 6pm-Mid                 12,113         9.9       110
  WGN (Cable) (WGN)
     Mon-Sun 6pm-Mid                   8,046        6.6       174


                                                                       39
             MEDIA:RADIO LISTENER PROFILE –
            MERCEDES-BENZ – DELETED <5% OF
                    TARGET – PART l
                               Target 1   Target 1 Target 1
Category/Product               Persons    % Comp     Index
Media:Radio listener profile
  KAMX-FM
      Mon-Fri 6am-10am          13,120        10.7       137
      Mon-Fri 10am-3pm            8,389        6.8       131
      Mon-Fri 3pm-7pm           13,693        11.2       142
  KASE-FM
      Mon-Fri 6am-10am          12,671        10.3       126
      Mon-Fri 10am-3pm            8,125        6.6           94
      Mon-Fri 3pm-7pm           14,759         12        124
  KBPA-FM
      Mon-Fri 6am-10am            6,621        5.4           87
      Mon-Fri 3pm-7pm           13,547         11        115
  KDHT-FM
      Mon-Fri 6am-10am            6,729        5.5       149
  KGSR-FM
      Mon-Fri 6am-10am          12,071         9.8       153
      Mon-Fri 10am-3pm            7,876        6.4       102
      Mon-Fri 3pm-7pm           15,191        12.4       136
  KHFI-FM
      Mon-Fri 6am-10am          12,109         9.9       136
      Mon-Fri 3pm-7pm             6,426        5.2           80
  KJCE-AM
      Mon-Fri 3pm-7pm             6,098          5       116
                                                                  40
               MEDIA:RADIO LISTENER PROFILE –
              MERCEDES-BENZ – DELETED <5% OF
                      TARGET – PART ll
                              Target 1   Target 1 Target 1
Category/Product              Persons    % Comp     Index
  KKMJ-FM
     Mon-Fri 6am-10am            8,257        6.7       100
     Mon-Fri 7pm-Mid             6,580        5.4       108
  KLBJ-AM
     Mon-Fri 6am-10am          13,876        11.3       102
     Mon-Fri 10am-3pm          11,480         9.4           94
     Mon-Fri 3pm-7pm           13,232        10.8       123
  KNCT-FM
     Mon-Fri 6am-10am            6,528        5.3       177
  KPEZ-FM
     Mon-Fri 3pm-7pm             7,350          6       118
  KUT -FM
     Mon-Fri 6am-10am          18,797        15.3       109
     Mon-Fri 10am-3pm            9,134        7.4       109
     Mon-Fri 3pm-7pm           16,243        13.2       102
     Mon-Fri 7pm-Mid             8,145        6.6       122
  KVET-AM
     Mon-Fri 6am-10am            7,380          6       122
     Mon-Fri 3pm-7pm             7,418          6       122
  KVET-FM
     Mon-Fri 6am-10am            8,603          7       117

                                                                 41
                ROADS TRAVELED:ANY PURPOSE –
               MERCEDES-BENZ – DELETED <5% OF
                                      TARGET
                                                   Target 1   Target 1 Target 1
Category/Product                                   Persons    % Comp     Index
Travel:Transportation/Outdoor Exposure
  Roads Traveled:Any Purpose
     Airport Blvd                                   26,132        21.3       102
     Bastrop Highway                                11,492         9.4       149
     Bee Cave Road (FM 2244)                        30,776        25.1       131
     Ben White Blvd                                 40,106        32.7           97
     Burnet Road                                    50,000        40.7       116
     Capital of Texas Highway/Loop 360              68,310        55.7       115
     Congress Avenue                                28,007        22.8           88
     FM 2222                                        32,370        26.4       107
     Highway 183/Research Blvd/Ed Bluestein Blvd    81,197        66.2       108
     Highway 290                                    49,083         40        101
     Highway 620                                    57,624         47        115
     Highway 71                                     51,254        41.8       117
     Highway 79                                     28,461        23.2       115
     I-35                                           91,868        74.9       102
     Lamar Blvd North                               51,346        41.8       105
     Lamar Blvd South                               36,090        29.4           95
     Local/surface streets mostly                   43,204        35.2           87
     Loop 1 (MOPAC)                                102,176        83.3       111
     Southwest Parkway                              25,615        20.9       129


                                                                                      42
                   YELLOW PAGE-HOW OFTEN USUALLY
                     USE AT HOME – MERCEDES-BENZ



                                              Target 1   Target 1 Target 1
Category/Product                              Persons    % Comp     Index
Media:Yellow Pages
  Yellow Page-How Often Usually Use at home
     More than once a day                        2,067        1.7       121
     Once a day                                    -            0            0
     2 or 3 times a week                         7,519        6.1       109
     Once a week                               11,253         9.2       111
     2 or 3 times a month                      23,222        18.9           86
     Once a month                              19,732        16.1       110
     Less than once a month                    33,026        26.9       102
     Never                                     25,913        21.1           97




                                                                            43
               SHOPPING MALLS SHOPPED LAST 30
                   DAYS – MERCEDES-BENZ

                                                    Target 1   Target 1 Target 1
Category/Product                                    Persons    % Comp     Index
Retail:Shopping Centers & Malls
  Malls Shop Pst/Mo
     Barton Creek Square                             26,493        21.6           94
     Brodie Oaks                                     14,582        11.9           89
     Capitol Plaza Shopping Center                     3,777        3.1           69
     Davenport Village                                 1,444        1.2           80
     Gateway Markets and Square                      25,891        21.1       117
     Hancock Center Mall                               2,979        2.4           71
     Highland Mall                                   17,611        14.3           99
     La Frontera                                     21,013        17.1           86
     Lakeline Mall                                   28,567        23.3       103
     Northcross Mall                                   2,991        2.4           77
     Outlets at Vero Beach (Tanger Outlet Center)      4,914          4       118
     Prime Outlets at San Marcos                       6,272        5.1       113
     South Congress Avenue area                        3,259        2.7           69
     Sunset Valley                                   13,873        11.3           97
     The Arboretum/The Arboretum Market              19,858        16.2           99
     Westgate Mall                                     8,348        6.8           68


                                                                                       44
                            COMPUTER:INTERNET –
                              MERCEDES-BENZ



                                       Target 1   Target 1 Target 1
Category/Product                       Persons    % Comp     Index
Products:Internet Use/Home PC
  Access Internet
     Yes                                113,344       92.4       107
     No                                   9,388        7.6           56
  Access Internet Pst/Mo
     Yes                                113,344       92.4       108
     No                                   9,388        7.6           54
  HHLD Owns Computer
     Yes                                111,280       90.7       108
     No                                  11,452        9.3           58




                                                                     45
               PLACE ACCESS & TIME SPENT ON
                 INTERNET IN AN AVG WEEK –
                      MERCEDES-BENZ
                                               Target 1   Target 1 Target 1
Category/Product                               Persons    % Comp     Index
  Internet Place Accessed Pst/Mo
     Home                                      107,484        87.6       111
     Public library                               5,378        4.4       107
     School                                       3,575        2.9           55
     Work                                       73,979        60.3       111
     Other place                                12,979        10.6       119
  Internet Time Spent In an Average Week
     Less than 1 hour                           14,230        11.6       147
     1 - 4 hours                                32,881        26.8       109
     5 - 9 hours                                18,206        14.8           88
     10 - 19 hours                              12,599        10.3           74
     20 hours or more                           35,203        28.7       128
     None                                         9,613        7.8           55
  Internet Purchase Made-Amount Spent Pst/Yr
     Less than $100                             10,325         8.4       108
     $100 - $249                                  9,074        7.4           87
     $250 - $499                                13,100        10.7       129
     $500 - $999                                16,755        13.7       103
     $1,000 - $2,499                            21,125        17.2           99
     $2,500 or more                             12,359        10.1           96

                                                                                  46
            ONLINE/INTERNET SITE VISIT PST/MO –
             MERCEDES-BENZ – DELETED <5% OF
                         TARGET
                                          Target 1   Target 1 Target 1
Category/Product                          Persons    % Comp     Index
  Online/Internet Site Visit Pst/Mo
     Amazon                                31,742        25.9           97
     AOL                                   16,119        13.1       128
     Ask Jeeves (Ask.com)                  16,118        13.1       144
     AustinChronicle.com                     7,467        6.1           87
     Citysearch                            16,408        13.4       152
     CNN.com                               35,765        29.1       120
     eBay                                  35,332        28.8       112
     ESPN.com                              22,420        18.3       117
     Google                                97,176        79.2       107
     MapQuest                              55,152        44.9       114
     MSN                                   19,087        15.6           88
     MSNBC.com                             14,890        12.1       121
     National Football League (NFL.com)    14,093        11.5       134
     Netscape                                8,102        6.6       114
     News8Austin.com                       14,092        11.5           97
     Weather.com                           29,945        24.4       101
     Yahoo!                                67,021        54.6           99
     Yahoo! Local City Guide                 8,842        7.2       126


                                                                             47
          WAYS ON-LINE SERVICES USED –
         MERCEDES-BENZ – DELETED <10% OF
                    TARGET
                                                    Target 1   Target 1 Target 1
Category/Product                                    Persons    % Comp     Index
  Ways On-Line Services Used Pst/Mo
     Auction site                                    18,794        15.3       105
     Automobile information                          15,372        12.5           94
     Download music/listen to audio clips            29,005        23.6       109
     Download/watch video                            23,599        19.2       112
     E-mail                                         110,658        90.2       108
     Financial information/services                  49,793        40.6       113
     Games                                           23,775        19.4           80
     Internet yellow pages                           31,519        25.7           95
     Job/employment search                           20,224        16.5       101
     Listen to radio                                 20,676        16.8       106
     Local television station site                   14,428        11.8           92
     Local/community events                          32,569        26.5       103
     Medical services/information                    18,453         15            90
     Movie listings                                  45,588        37.1       108
     News                                            77,932        63.5       108
     Newspaper site                                  23,090        18.8       102
     Pay bills                                       48,516        39.5       102
     Radio station site                              13,455         11        122
     Read a newspaper                                21,159        17.2       110
     Real estate listings                            12,726        10.4           85
     Sports scores/updates                           43,038        35.1       117
     Traffic                                         12,383        10.1           94
     Travel reservations-airline/hotel/car rental    44,486        36.2       107
     Weather                                         77,523        63.2       110
                                                                                       48
THANK YOU



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