Crossroads Mkt Share Jul 08

Ford, Lincoln & Mercury Sales Operations Ford Motor Company

Memphis Regional Sales Office 8000 Centerview Pkwy., Suite 202 Cordova, TN 38018

December 9, 2008 Chris Anderson, General Manager Cc: Jimmy Walker, Dealer Principal Crossroads Ford 5299 Summer Ave. Memphis, TN 38122 Dear Chris, Thank you for taking the time to meet with me. As we discussed, I have selected your dealership as a target for profit and market share improvement in 2008. Former GM, John Taylor, and I began this process in January and I appreciate you eagerness to work with me to improve profit and market share at Crossroads Ford. We will continue to meet monthly to discuss market share and bi-monthly to discuss profit. Here are some opportunity based on the information we reviewed at our last meeting. Information Reviewed: • Polk Insight - Segment Opportunity Report • Polk Insight – Market Detail Report • Overage Inventory/Floorplan Expense Estimate Opportunities for Improvement Improve sales volume and market share in key Car/SUV/CUV segments • Focus currently has 9.7% segment share (C Car) in PMA behind Civic at 19.2% and Cobalt at 10.8% • Fusion is dominated in the CD Car segment in PMA with just 3.3%. Accord leads at 27.6%. • Escape is tied with Rogue and Rav4 at 5.4% segment share (Small SUV). CRV leads at 22.7% th • Edge is 4 in the CUV segment at 11.5%. Still, Honda Pilot nearly triples Edge at 29.5% share. • Flex brings huge opportunity in the CUV segment along with the Edge. Stabilize or improve truck market share in shrinking market • F-Series leads the PMA overall but is behind Silverado in the 38128 zip by a margin of 5.9% Reduce Overage Inventory – Currently over 50% overage, goal is 25% Action Steps • Chris will begin to change the way the sales team works by focusing on teamwork and less on a few individual sales people to run the show. • Jim Clark, Sales Manager, will work to maintain a proper inventory mix through consistent wholesales and taking advantage of new Fast Turn Order (FTO) order guides. o This will also include working to sell down overage inventory. • Sales staff product knowledge. Chris and Jim Clark will work to keep the sales staff trained and up to date on the products and programs they are selling. • Dealership atmosphere. An open and welcoming atmosphere for customers who enter the dealership will keep them coming back. Our biggest opportunity is to motivate the sales team to keep an upbeat and positive attitude in the dealership and keep them bringing customers back to Crossroads. I am extremely excited to begin working with you to improve sales, market share and profit performance at Crossroads Ford. Thanks again for taking the time to work with me to improve your business. I look forward to reviewing your progress at our next meeting. Together we can achieve our goals in 2008. ONE TEAM, ONE PLAN, ONE GOAL – PROFITABLE GROWTH FOR ALL!

Sincerely,

Benjamin Coy, Zone Manager

Concur: _____________________________ Todd Fites, General Zone Manager