2a. Advertising must not include any distressed language or language that portrays Mazda as a “discount” brand. The following terms in any of their forms or any phrases with similar meanings are examples of what cannot be used:

2b. The words “cost,” “factory” and “invoice” or any of their variations are not permitted unless required by state law or as part of a vehicle description.

2e. Advertising must not state or imply that any dealer has favored status or preferential standing with Mazda corporate “Headquarters” “Corporate”.

2f. Advertising that states or implies that the dealer is in a better position to sell Mazda products in comparison to any Mazda dealer is prohibited “Only at...” “We do deals those other guys can’t”.

2g. Superlatives such as “biggest,” “newest,” “best,” “largest,” “#1” or other similar phrases must not be used unless true and correct, and can be substantiated.

3a. Mazda SEM: You must not receive any traffic sourced from any digital media efforts (e.g., SEM, SEO, display, etc.) that utilize or display another Mazda dealer’s name, intellectual property or keywords, in the Search ad headline, URL or ad copy.

9c. Vehicle lines beginning with “Mazda” followed by a number must use only an uppercase “M” and must not have a space before the number.

13a. Advertising for Mazda Certified Pre-Owned vehicles must include the words “Mazda Certified Pre-Owned” or the Mazda Certified Pre-Owned logos. Using the terms “CPO” and “Certified Program” are prohibited.

10a. When referencing Mazda registered or trademark words and phrases in advertising, the following should be included: 1) The registered or trademark symbol. 2) Type/show logo only in Mazda font (downloadable on MKC). 3) Uppercase lettering, if applicable

• i-ACTIV AWD®
• i-ACTIVSENSE®
• MAZDA CONNECT™

Never use "SKYACTIV® " alone. It should always be part of "SKYACTIV® TECHNOLOGY" or part of a word combination such as the examples below:

• “SKYACTIV® -G,” referring to the gasoline engine
• “SKYACTIV® -Drive,” referring to the automatic transmission
• "SKYACTIV® -Chassis,” referring to the chassis
• “SKYACTIV® -MT,” referring to the manual transmission
• “SKYACTIV® -Body,” referring to the body
• The SKYACTIV® TECHNOLOGY logo may not be modified from its current design (unless it is used in a sentence); i.e., "The Mazda6 with SKYACTIV® TECHNOLOGY."

PRICE ADVERTISING

1a. Pricing must be at or above MAAP for new Mazda vehicles. MAAP is Dealer Invoice plus the delivery and destination (D&D) charges less any available, unrestricted consumer-facing incentives available to all buyers, (i.e., Customer Cash incentives)

1c. Stackable incentives that are not available to all buyers must not be deducted from the final price

1d. Dealers must not advertise any purchase or lease price offer with a strikethrough to imply selling a car lower than advertised

2b. The words “cost,” “factory” and “invoice” or any of their variations are not permitted unless required by state law or as part of a vehicle description