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Welcome

As part of American Honda Motor Co., Inc's (Honda) effort to bring both alignment and synergy, these best-in-class recognition programs are structured to focus dealership efforts on key performance criteria. These programs are designed to recognize top-performing dealerships and Sales Consultants in the areas of sales performance, sales experience, parts & service performance, finance and business operations. Here's a look at the programs: ? President's Award ? Council of Excellence (COE) ? Masters Circle (Top Sales Performance) ? Council of Sales Leadership (COSL)

We appreciate that customers connect with our products and services through our network of talented dealership teams, and we know you passionately strive to earn trust within the communities you serve. This philosophy is at the source of why we have programs in place to recognize excellence.

Wishing you and your dealership team much success in 2021!

Michael Kistemaker Assistant Vice President Honda National Sales American Honda Motor Co., Inc.

Steven Bailey Vice President Parts, Service & Technical Operations American Honda Motor Co., Inc.

Official rules and details vary by program and are outlined within this document. Capitalized terms not defined in this bulletin have the meanings ascribed to them in the Honda Automobile Dealer Sales and Service Agreement.

Jon Eldridge Assistant Vice President Sales and Marketing American Honda Finance Corporation

Welcome

President's Award

Elite

Program Notes

Rules

Council of Excellence

Overview

Rules & Awards

Masters Circle

Overview

Rules & Awards

Marketing Bulletin HP-N182

Council of SRaelseosuLrceeasdership

Overview

Rules

Awards

Focus:

Sales Performance

President's Award

Requirements for President's Award Elite designation have been revised for 2021. Elite status is no longer based solely on volume. The 2021 requirements for Elite are in alignment with our focus on three critical performance categories for Honda:

President's Award Elite*

Sales

Financial Services

Parts & Service

Dealerships can win from any of the categories, but must win all three key performance categories to attain President's Award Elite status. Select a category below for details.

President's Award: Sales

Council of Excellence: Financial Services

President's Award: Parts & Service

Click Here to View Program Rules

Alignment of the new dealer recognition programs, with President's Award Elite being the top-level designation. *President's Award Elite winners must be in good standing with American Honda.

Welcome

President's Award

Elite

Program Notes

Rules

Council of Excellence

Overview

Rules & Awards

Masters Circle

Overview

Rules & Awards

President's Award Elite Qualifier

Brand Representation ? Dealerships must be ImageApproved, as determined by the Honda Zone Management team, as of December 31, 2021.

Council of Sales Leadership

Overview

Rules

Awards

X

Sales

The President's Award Sales category is designed to encourage excellence in sales effectiveness. To qualify for the President's Award, your dealership must achieve all criteria featured for the program.

Sales Performance Criteria for sales performance will include the following:

New-Vehicle Sales (NVS) ? To complete sales performance criteria, dealerships must achieve one of the following performance measurements:

Criterion 1

Achieve a minimum of 100% of the dealership's NVS objective or sales objective indexed to the zone as of January 3, 2022, and achieve a YTD Retail Sales Effectiveness (RSE) in (1) Cars and (2) Light Trucks that is average or above average (zero or positive deviation from average) as of October 31, 2021.

Criterion 2

Achieve a YTD RSE of 30 or higher as of October 31, 2021.

RSE is determined by comparing a dealership's actual nationwide retail sales to the dealership's expected retail sales. Expected retail sales are the number of retail registrations the dealership's resident ASA would have if it were achieving Honda's average market share for the dealership's state (calculated by competitive segment).

? If a dealership's actual retail sales are equal to its expected retail sales, its RSE is average, with a zero deviation from the average, and the dealership would meet the criterion.

? If a dealership's actual retail sales are greater than its expected retail sales, its RSE is above average, with a positive deviation from the average, and the dealership would meet the criterion.

? If a dealership's actual retail sales are fewer than its expected retail sales, its RSE is below average, with a negative deviation from the average, and the dealership would not meet the criterion.

Honda Certified Pre-Owned Vehicles (HCPV)

Sales objectives, including annual and periodic objectives for challenges, contests, and awards, may be based on a Honda dealership's prior sales history or other factors independent of the opportunity available in the Honda dealership's resident area of statistical analysis (ASA). Therefore, annual and periodic sales objectives may be set at levels less than or greater than the levels required for the Honda dealership to meet its sales performance obligations under the Honda Automobile Dealer Sales and Service Agreement (DSSA), as more fully explained in Honda's Dealer Sales Performance Evaluation Policy. The Honda dealership's sales versus annual or periodic objectives for challenges, contests, and awards is not determinative of the Honda dealership's sales performance under the DSSA.

Each enrolled dealership must have a YTD HCPV-to-newvehicle-sales ratio of at least 0.16:1, or YTD HCPV sales of at least 500 units, as of January 3, 2022.

Valid Email Capture Rates A dealership must achieve a YTD minimum of 80% valid email addresses submitted as of December 31, 2021.

Index calculation: Indexed % of Obj = (YTD % of Obj ? Zone % of Obj) x 100

Welcome

President's Award

Council of Excellence

Masters Circle

Council of Sales Leadership

Elite

Program Notes

Rules

Overview

Rules & Awards

Overview

Rules & Awards

Overview

Rules

Awards

Sales (Continued)

Honda Sales Experience (HSE) Survey

The following reflects scoring for the new HSE survey structure:

A dealership must achieve all of the following criteria by the specified dates to attain 2021 President's Award status.

? The dealership's YTD Honda Sales Experience (HSE) survey Net Promoter Score (NPS) must meet or exceed the dealership's zone average as of December 31, 2021.

? Passives (7's and 8's) are included in the divisor as contributing to total survey count but are not included in the Promoter or Detractor count (numerator).

? The HSE Net Promoter Score can be found either on the Organization Summary in the "Reporting" section of the Honda Sales Experience portal in the interactive Network (iN), or the NPS score can be found in the NPS dial on the main landing page of the HSE site. The NPS is a calculation based off the Dealer Recommendation question on the survey.

? NPS reveals whether the dealership has more Promoters (9's and 10's) than Detractors (6 and below)

? At the end of the year (before final calculations), the bottom 2% of HSE surveys (the 2% of surveys that represent the lowest overall survey scores for a dealership) will be removed from each dealership's survey file.

? The HSE Net Promoter Score is based on surveys received January 1?December 31, 2021, YTD.

The NPS calculation is:

Promoters (9's and 10's) as a percent of total surveys MINUS Detractors (6's and below) as a percent of total surveys

Example: Of ten total surveys, nine respondents selecting 10 and one respondent selecting 0 to the Recommend question would yield:

90% Promoters (9 ? 10) MINUS 10% Detractors (1 ? 10) EQUALS 80 NPS

Welcome

President's Award

Elite

Program Notes

Rules

Council of Excellence

Overview

Rules & Awards

Masters Circle

Overview

Rules & Awards

X

Council of Sales Leadership

Overview

Rules

Awards

X

Financial Services

To achieve President's Award Elite designation, dealerships must fulfill the Financial Services criteria based on Council of Excellence status and eligibility. For full program details, please visit the Council of Excellence section of this document.

Welcome

President's Award

Elite

Program Notes

Rules

Council of Excellence

Overview

Rules & Awards

Masters Circle

Overview

Rules & Awards

Council of Sales Leadership

Overview

Rules

Awards

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