Distressed Language

5A. Advertising messages that imply distress are not consistent with the Lincoln brand and are prohibited. Dealer advertising for new Lincoln vehicles must not include any of the following words and/or phrases, or any words and/or phrases with similar meaning:

• Cost Relation: Above/below/at cost, Dealer cost, Wholesale cost, Above/below/at invoice, Invoice, Dealer invoice, Factory invoice, Warehouse Price, Special pricing, Special purchase , Lowest/best price guarantee, Pricing so low, it’s like buying from the factory, Supplier or employee pricing for everyone

• Credit Relation: Guaranteed credit approval, No credit rejected, All credit accepted, We finance anyone, Bad credit, no problem, Good credit, bad credit-all applications accepted

• Preferential Standing: Factory authorized, Lincoln authorized, Manufacturer authorized, Authorized distribution center, Special allocation, Special allotment, Special acquisition, Program headquarters

• Disparaging Remarks: You qualify for a new test-marketing program, Liquidation, Volume discount, Factory challenged, Lincoln challenged, Public notice, Public sale, Discount/wholesale center, Warehouse store, Outlet/warehouse, Bailout, Closeout, Blowout, Clear-out, Cleanout, We will not be undersold, Meet/beat/match, Inventory reduction, Inventory sell-a-thon, Holdback, Buy Back, Clearance, Discount packages (package savings is acceptable)

6A. The words “Free” and “No Charge” cannot be used in conjunction with Lincoln offerings, such as the Lincoln Complimentary Maintenance Plan, Car Wash, Service Loaner, etc. Other words and phrases with similar meanings may be used only when the Dealer is offering an unconditional gift not tied to a purchase, in which case the phrase “no purchase necessary” must appear in the body of the ad or in the disclaimer. If the words “Free” or “No Charge” are used in conjunction with non-Lincoln offerings, dealer must comply with applicable state federal and state law requirements governing use of such terms, including:

• If a customer must purchase a product or service to receive a “no charge” item, the price of the purchased product or service must not have been increased or its quantity or quality reduced , and Dealer must disclose clearly and conspicuously requirements in the body of the ad.

• The “free” or “no charge” offer must be temporary, and the time period of the offer must be clearly specified in the body of the ad or in the disclaimer.

Claims regarding sales volume, awards, favorable status

7A. Advertising in which the claim “#1 Lincoln Dealer,” “Largest Lincoln Dealer” or a similar claim appears must comply with all of the following requirements:

• The claim must be based on retail sales for the previous calendar year and must be supported by an internal sales report validated by Lincoln. This report must be referenced in the body of the ad or in a disclaimer.

• The ad must specify whether the claim is being made for car, truck or total new retail vehicle sales.

EXCEPTION: Claims specifically regarding an auto group on a multi-branded website such as “#1 Auto Group” or “Largest Auto Group” are permitted.

8A. Advertising must not state or imply that any Lincoln Dealer has favorable status or preferential standing in the marketplace at the expense of another Lincoln Dealer.

• Advertising claims referencing inventory must properly reflect actual ground stock at the specific dealership

• Advertising claims referencing availability must properly reflect available serialized vehicles (stock/transit/scheduled)

Note: Dealers who have more than one Lincoln dealership may include vehicle availability for multiple locations if properly disclaimed

9A. Lincoln Dealers must not misrepresent themselves as the Ford Motor Company or Lincoln corporate entity. Any form of advertising including printable materials, marketing messaging and marketing promotions must offer the clear message that it is being produced by the Lincoln Dealer and not by Ford or Lincoln corporate.

• Tier 3 advertising is not allowed to use Tier I advertising assets, including, but not limited to, third party trademarks, copyrights, and/or talent name or likeness, in any advertising, without prior written permission from Lincoln.

10A. Winners of the President’s Award or Triple Crown, or any other recognition award, may use the recognition awards logo in advertising but must include the most recent year won. Dealers may also reference how many times they have won the award.

9B. To permit verification through Smart VINCENT of the vehicle’s invoice price and eligible incentives, the Dealer must include the 10-digit VIN (first two digits + last eight) in advertisement

CATEGORY A GUIDELINES Retail Pricing/Discounting

1A. Dealer may not advertise a lease, retail sales price, dollar or percentage discount or financing offer that is derived from a retail sales price below Dealer invoice minus

public incentives. (Note: Vehicles that have been sold should not appear in Dealer advertising. In the event advertising cannot be adjusted after a vehicle is sold, a two-week grace period will apply for the Dealer to remove the sold vehicle from their advertising.)

▪ Advertised price, payment or offer must include all customer charges except state and local taxes, tags, title and registration.

▪ Dealer fees and amounts must be disclosed clearly and conspicuously.

▪ Limited eligibility (non-public) incentives may not appear in an ad that also contains lease or purchase offers.

▪ Limited eligibility offers must clearly disclose the qualified parties and must include incentive name, amount, and qualifying customer description.

▪ When advertising a financing offer, Dealers must disclose the retail financing terms with the payment amount. Dealers may not advertise retail financing terms that exceed 72 months.

▪ When advertising a dollar or percentage off discount, it must be based on the MSRP and must be tied to a vehicle offer in the body of the ad. MSRP must be listed and discount price must not appear larger than the MSRP font or be the focal point of the ad.

▪ Traditional Conquest, Owner Loyalty and Trade Assistance Cash will be treated as a public incentive.

▪ Limited Eligibility Incentives including but not limited to “Brand Specific” Conquest Incentives and Lease Renewal Incentives may not be utilized to lower advertised payment/price and must be listed in the main body of the ad in the following format: “Plus $X,XXX (Enter: Lincoln or Lincoln AFS) (Enter: Incentive name) available for qualified (Enter: customer type)”.

Exception: Factory Lease Renewal incentives can be used to reduce the payment/price in mass marketing channels in states where A/Z plan sales exceed 20% of total sales - currently only Michigan, Ohio, & Kentucky (subject to annual review).

⁃ The incentive must be used in connection with A/Z Plan pricing

⁃ In print, if the incentive is utilized to reduce the payment/price it must be listed together in the main body of the ad.

⁃ In broadcast/digital advertising, lease renewal incentives utilized to reduce the payment/price must be disclosed in the advertisement.

2A. Words and phrases suggesting that a Dealer has received special inventory or pricing from Lincoln or the Region/Distributor, or an exclusive Factory, Regional or Distributor benefit are prohibited.

3A. Manufacturer rebates/incentives may be used only if the advertising properly identifies the source of the incentive as: Factory, Lincoln, Manufacturer, Finance, RCL or Lincoln AFS, and the source of the rebate must be contained in the body of the ad.

Dealer-provided rebates (e.g., “Dealer owner loyalty rebate”) are prohibited.