Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.

1. Remy Inc. Brand StrategyIdentifying and Delivering the Brand Promise External Version 1.O 8-4-17

2. It is not necessary to change. Survival is not mandatory. ~W. Edwards Deming

3. Agenda Part One: Identifying the Remy Inc. Brand and Promise Vision Mission Strategic Intent Brand Architecture Value Proposition Brand position/promise Decision Part Two: Process to Drive Message Consistency

4. Problem Statement: Confusion Erodes Brand Equity and Value. Fortune contends a 1 point change in a company’s reputation rating scale = $107MM in total market value (average – worlds “Most Admired Companies”) The Economist Intelligence Unit contends that brand/corporate reputation is the single most important risk category The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences. Problem Statement

5. Vision – To be a leading global manufacturer of customer preferred rotating electric systems by leveraging a culture of innovation and customer intimacy. Remy Inc. Vision Statement Current Vision Statement: Remy International Inc. will provide superior value as a global supplier of transportation rotation electronic products featuring innovative eco-friendly technologies. We will build strong partnerships with our customers and other stakeholders, and we will deliver on our commitments with flawless execution, and will be recognized for our industry leadership.

6. Current: No Mission Statement Communicated Remy International is in the rotating electrics business. Remy Inc. Mission Statement Mission: to start, charge and power

7. Remy Inc. Strategic Intent Current: No Strategic Intent Communicated Capture LD applications with key global OEMs Grow Hyundai share globally Regain GMNA position, maintain ROW share Build technical relationship at VW – secure global platforms Expand commercial vehicle reach globally Maintain strong share with new products Grow share in China Earn fair share of aftermarket globally Build Substantial Hybrid Business Become Global Leader for Commercial Vehicle Applications Secure high volume LD program in each region Capture emerging specialty vehicle market share in N. America The Strategic Intent is the roadmap that connects the Mission to the Vision and answers the question “how do we win?” Remy Inc. Strategic Intent

8. Remy Inc. Brand Architecture… A Set of Core Values/Strengths That Unites All Remy Inc. Brands New Old Delco Remy REM Delco Remy Brand Architecture REM REMY REMY The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences.

9. Remy Inc. Brand Architecture (Aaker-Monda Model) Brand Architecture is the Compass for All Remy Initiatives Brand as Symbol Brand as Product Instills confidence Quality Leader (market and innovation) Durability Simplicity CoreStrengths Endurance Bold Reliable Believable brand equity Efficiency focused engineering Rugged Efficient Continually delivering on 100 yr heritage Power density Powerful DNA Powerful Relationships Practical Logical Right product, time and value Strategic Process driven No frills Knowledgeable Disciplined Do what we say, say what we do Transparent Trustworthy Strict cost containment Driven DNA and Core Strengths are Immutable! Win-win relationships Execution Intelligent service Integrity Solutions provider Brand as Organization Brand as Person

10. Value Proposition (Remy Inc.) Focus: singular - rotating electrics. Offering: Innovative, powerful, efficient rotating electrics from a disciplined, knowledgeable and trusted partner. Design: A laser focus on technology, efficiency and total cost of ownership delivering leading, practical, intelligently designed products. Relationships: Customer intimate relationships valued as powerful and strategic, recognized a point of superiority. Support: Anticipating customer needs with superior, differentiated, proactive support throughout all distribution channels. A trusted advisor. Recognized as a point of superiority. Message Development A value proposition should connect on functional and emotional levels.

12. Points of leverage

13. Key benefits

14. Points of superiority

16. Brand Strategy Part Two: Process Options for Message Consistency

17. Brand Strategy Roadmap (status) Key: In process

18. Brand Strategy Execution (status) Key: Not started

19. Process options… Establish a “Brand Steering Committee” Mission: to provide global organizational guidance and synchronicity of message, image and standards for all Remy Inc. brands Develop brand message consistency check to existing sign-off process All external communications (T- how to manage global..?) Add brand strategy component to annual marketing plan process Standardize plan format for consistency Strategic Tactical Each BU still responsible for plan development and execution As we expand our reach globally, marketing consistency and process become more important

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21. Brand Architecture Vetting… Once developed the Brand Architecture was vetted internally and externally External Internal The architecture is “positioning” (where we want to be) it must be close to the market’s perception of position to be credible. Other include: K Cruse of the Prescient Group and Monda’s colleagues Other include: Griffin, Morrison, Pittas, Stewart

22. Structuring Options for Consistent MARCOM