FIR
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Investor Presentation
Introducing Motorsport's
Electric Future
October 2013
FIA Formula E Championship
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INDEX
1, General Introduction
2. Main Features
3, Investment Opportunity
4, Appendixes:
A. Ernst & Young - Formula E Sustainability report
B. SMG YouGov - Media Reach, Global Appeal and Sponsor Evaluation Study
C. SMG YouGov - ROI study for FEH sponsorship packages
D. Financial Model
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Wirmuta.e
CHRMPIORSHIP
1. GENERAL INTRODUCTION
1.1. OUR ASPIRATION
1.2. INDUSTRY ENVIRONMENT
1.3. SUSTAINABILITY IMPACT
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Our Aspiration
We want to drive the change towards an ...through an electrically-powered car racing
electric future... championship
FEH aspires to drive this change by: Development of Formula E Championship
staged in the heart of major world cities
Fostering technology innovation
IEESTISM1
Increasing environmental awareness
Encouraging sustainable behaviors ..LEMEZZIMIZI
4
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Industry Environment
There is plenty of business and investment around EVs:
Automotive cell manufacturers are making large investments
to build up capacity (USD billions)
Major OEMs have formed a vision for developing EVs beyond HEV
AESC 35
Chinese: 1.4
(c9
i6 Chem 08 2030E battery
Mormifollaa Audi TOYOTA A123 08 market of
Sony 0.8 145 en €
4) Erten 0.7
e
ICI Sact 0.5
SB LtMoihie 0.4
tittocht 0.4
00w/Koicom 03
Sanyo 0.2
Ford and Toyota said they will jointly develop on Toshiba 0.2
advanced hybrid system for light trucks and SUVs Blue Energy 0.2
Li. Energy Japan 0.1
"This agreement brings together the capability of SK Energy 0.1
two global leaders in hybrid vehicles and hybrid
Panasonic EV 0.1
technology to develop a better solution more
quickly and affordably for our customers" said LITec 0.1
Derrick Kuzok, Ford group vice president in charge
of global product development.
(1) Consists of BYD, BAK, CNOOC, Lishen.
AutomotivelT.com, August 22th 2011
Source: McKinsey "Boost Powertrain"; McKinsey Quarterly: "Recharging China's EV
aspirations"; Deutsche Bank; Company press releases
5
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Sustainability Impact
There are huge potential contributions of value to society through future externalities in terms of green
growth, environmental savings, and social prosperity.
Social
; Green Gtowth Environmental
€ 25 Savings on healthcare
additional 77 costs from pollution 4.0 billion saved (2.5 years
EVs sold billion reduction Japan's current
million* oil barrels consumption)
Significant quality of
"Formula E con €431 billion for consumers life improvement in
of fuel energy
significantly contribute savings (NPV) cities avoided (2 years
to remove Electric
of Italy's annual 900 million
Vehicles market
extra sales in the €142 emissions) tonnes of OO7eq
barriers and to create
positive externalities car indust y billion
and value for society"
42,000 created in the car €13.9 saved on CO?
costs (NPV)
permanent industry billion
jobs
billion /1
Global value creation
LOCAL /1. Average S10 million of visitor spending per event
240 jobs per event
impact Community rxide increase'
r . Green image 'Po. a Irmo sceranc analyn
'See det3 S n A•,nex I
! SPONSORS . New market ing target groups see deals n Annex IV
211ERNST&YOUNG ' • Brand visibility2
QualityIn Everything We Do
SOURCE: Based on Ernst & Young Low Scenario from the Report: Formula E championship "Racing for on electric future' (APPENDIX A)
6
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.
Formuta.e
CHAMPIONSHIP
III
2. MAIN FEATURES
2.1. THE CHAMPIONSHIP
Z.Z. ORGANIZATION CHART
2.3. SUPPORT NETWORK
2.4. UNIQUE PARTNERSHIP
Z.S. WORLD WIDE CALENDAR
2.6. TOP TEAMS
2.7. TOP DRIVERS
Z.S. ALL NEW CAR
2.9. BEST SPONSORS / PARTNERS
2.10. TV BROADCASTERS
2.11. MEDIA ANALISYS AND GLOBAL APPEAL
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The Championship
Initiation of the championship
Starting in September 2014
Multi event
10 different cities around the world in season 1
Urban track
City centre premium location. Increases awareness and
allows flexibility to adapt tracks to electric cars.
Teams
10 teams, 2 drivers each in 2074.
Pit stops
2 pit stops, the drivers will run a short distance to get into the second car.
Multi-car manufacturers
An open RA championship, teams can be constructors, develop and race
their own cars.
8
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Organization Chart
High experienced management team:
Deputy CEO CFO Financial Controller
Alberta Lon o Alejandro bb uel Valldecobres Marto Cuesto
Financial Controller
CEO P.A. Cristino Abed
Lucy Bowler
Head of Media Business Development Head of Legal Legal Counsel
Ali Russell Giorgio Veroni Enri ue Buenaventura Pedro Merry
MEDIA ADVISOR Legal Assistant
Frank Baez (SMG YouGov) Cairo VW
I COO
Eric Barbaroux 1
P.A. Operations
Anot Dahon
CMO
aume Sallores
P.A. Marketing
Blake Martinelli
Sporting Regulation Technical Director Head of Events Head of Partnerships
Pierre Gosselin I Carlos Nunes Gerli Tow: David Warren
Official Develop Driver Project Manager
Lucas di Grassi I Gemmo Rouro Graphic Designer Sponsorship Coordinator
lower Pinedo Natasha Palmer
Project Manager Project Manager
Manuel Ortiz Martin Manecy
Press Officer Legacy Manager
Torn Phillips Rally Ardholdpon
Project Engineer Project Manager
Fabian Burry Oliver McCrudden
Miami Race Advisor S. America Race Coordinator
Julian Linares Fernando Cdceres
9
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Support Network
Highly reliable technical and management support network:
Jean Todt - FIA
Promoter of the electric
vehicle competition, FIA
supports FEH through the
signature of a Memorandum of
Frederic Vosseur Spark Understanding. Veremonte - Investor
Former GP2 and F3 engineer, Promoter of FEH Veremonte
he develops and designs the has invested in the initiative
Spark SRT 01Efull electric car and give management support
and help
• 8 •
During his career at IMG he
looked after the business affairs Involved in technical advisory,
of many of the world's leading circuit design and car
Rodrigo Nunes - circuit designer development. Lucas has
sportsmen including Alain Prost
Ayrton Senna, or David helped FEH since its creation.
Coulthard, between others. Supports FEH in circuit
building and design. He has
been involved since the first
stages of the project providing
technical aid.
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Unique Partnership
The HA (Federation Internationale de l'Automobile) is the governing body for motorsport worldwide and the
federation of the world's leading motoring orgonizotions.
Manages and administers the rules & regulations for all international four-wheel motorsports championships like:
Fr sHinire.Hionison,H
FIA A
tss-C
An CHOC/RANCE
CHAMPIONSHIP
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CHFIMPIOnSHIP
FEH has the FIA exclusivity right to promote the only electric formula global Championship for 25 years
"This new competition at the heart of major
cities is certain to attract a new audience.
We are pleased with this agreement with FEH
as they bring a very strong experience in
motorsport. This spectacular series will offer
both entertainment and a new opportunity
to share FIA's values for clean energy,
mobility and sustainability. The FIA is
definitely looking to the future!"
jeonTodt,
Alejandro Agog, Jean Todt and Enrique Sofiuelos signing the agreement. President of the FIA
11
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World Wide Calendar
2014/15 FIA FORMULA E CHAMPIONSHIP PROVISIONAL CALENDAR
10 selected cities Races in the heart of major world cities
RI - Beijing, Chino 20"' Sep 2014
R2 Portofino, Moloysio 18n Ott 2014
London Berlin
R3 Hong Kong. Chino 43,1Nov 2074 •
Beijing
R4 - Punta del Este. Uruguay 13n Dec 2014 Lc: Angie*: Monte Carlo mi
• Miami
Hone Kong •
RS Buenos Aires. Argentino 10n Jon 2015
R6 Los Angeles, USA 14n Feb 2015
PUtrajaya
R7 Miami, USA IOM's?. 2015
R8 Monte Corlo. Monaco 9n Moy 2015
Buenos Awe: efll Punta del Este
R9 Berlin. Germany 30n May 2015
RIO - London, UK 27" Jun 2015
Urban racetrack around the main landmarks of these cities
*All this venues hod been approved by the local authorities and the correspondent national federations.
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Top Teams
There are 3 types of teams: - Traditional teams and manufacturers (F1, INDY, NASCAR, GPZ)
- Specialized electric car companies
- Brands that shore values around sustainable innovation
Aiinarrni
411
Signed and announced
CHINA RACING
®tom '
; 1 .-•1!-:-. •
I C I, I L '
VE 1'J 'T. L_MR
Mahindra
Signed, to be announced 7/4-CMC
SLIMIER XIFORI.JRI
gams
fa MIN
Negotiations in process procinue
WILLIAMS Fl TEAM
*Media ROI for the teams study done by SMG YouGov in APPENDIX B
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Top Drivers
The following international and elite drivers have signed up to the Formula E drivers program:
MP,
;Sie ;7.. ...( .... a
a ss•
Adrien Tomboy (French) Alex Brundle (Uk) Bruno Senna (Brazil) Dario Fronchitti (Scotland) Lucas di Grossi (Brazil) Ma Qing Huo (Chino)
12 -.are/
Nicholas Prost (French) Nick HeicIfeld (German) Sebostien Buemi (Swiss) Vituntonio Liuzzi (Italy)
14
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All New Car: SRT 01E
Capable of reaching 0-100 kph in less than 3 sec. with a max. speed of 250 kph and o battery range of 25min.
5.00m (L) 1.80m (W) 600KG without battery
15
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All New Car: SRT 01E
Official unveiling of the SPARK-Renault SRT 01E Frankfurt Motor Show 10th September 2013
Formulae
-4. •
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Best Sponsors/Partners
Contracts executed (3 to 6 years deals):
- Michelin (Tyre Supplier)
- TAG Heuer (Time Keeper)
AllIcLareri -19
- McLaren (Electric Powertrain Supplier)
- Renault (System Integration Engineering)
- Williams (Battery supplier) QUALCO/VVA
- Dallara (Chassis Designer & Manufacture)
- Qualcomm (Wireless partner)
- DHL (Logistic partner)
MED
Other contracts in progress for different partner categories and sponsorship tiers.
17
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TV Broadcasters 1M[
Broadcasting Agreement with FOX
Sports for 3 years with the option to
extend for 5 years
This deal will broadcast the Championship to
nearly 90 countries (US, Canada, Latin America/
Caribbean, Netherlands, Italy, Hong Kong,
Malaysia, Indonesia, Singapore, Taiwan, South ft
Korea, Australia, key Asian territories and other
areas of Asia, India, and Africa) and a potential
180M households worldwide, giving the
partners, the teams, and the teams' partners a
unique platform to visualize the associative
value of this competition.
PS
Carlos Martinez,
President Latin America FOX International Channels
18
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TV Broadcasters
• F Inter nalton.s1
FECIOICA A I W DIA REACK. CA Oen AFITIAL AID SPON SAN EVA' LATION 'AWE
• Other TV Radium
• siniiik.c.,,...„„„nes
Fox International & Other Partners TV Household Reach
or"
)
Tomlin) Lest tot ASIA
" Fs110 Territory List to tor exoling Fox Sports
North Anbertta Stoma
‘ /14 .
B&rao. Canna. Pew
I knesO Stain Ea Tenor. Fie oral ito Norm
Nena . leg n000 indoors.
earn Nettie OPR Keno
Terrdory LIST to Lan America Iwo. Ran. Ann
•0210 to existing Fox Sports channel, Territory List Indian
Iketelek layreno. P .
Sub-Coritsient
• Mpensra. Orsak &eta. Chia New Ow.. PETIPPNIN
Star Spats
Colombia. Costs Ita Cann Stepan. Tans, Then.
Aeon, Ceaskt. C Sena. ba. Se Lan. Vapownt Amps,
Guaterush.. ilerarses Meow ReceestA. Ent
alcores. Penn. Pons.sy. PIM Ellen Putestao
tinaguob *rad& Ara Pesos. Wean
lisnot wed Tined
Torreon Last to Sub-Sahsran Attics via Setants Other TV Partners
• or.. Berm Beeleara, Beat Biala Feso Caeca Atoros, tint.. 8flitorr. Bova Australia
TV Household Reach (miltiorni) Cato Derreonde Reptile, Core Rapable. ken Corn, Worn. Oros. Orono. Caro.
Gen Valk Oupd• Creel Mean Rgeae. &Tont Rapine. Premark Edda Frame.
Fox internotoosi 183.2 Dna. Ceele. (Mope EtrancoS G . Gahm Reba. Reno,. Gieuster. Gnaw. Hungry. Ira[ swam tramesaaaramo
Can Cornea One Elan Nen* LASOOSA Lean uma car Se. Ate. t... -a
legend Ireiiir4 Apt Law. KU. Gs Men Paing4 9•/••
Outer TV Partners 366.2 Malapsoes. Merssi. WI. Meuse, PAsuntana Mora Noe Zealand. Norse,. OK Pavel. San Maw. rear
66.6%k a. Italia Ina yin. Ps
Total 549.4 kinnaque. Plane.. Nor, Menus React's. Soo Torre Mara Sneak gouda Slate. ostra leamense ISA
?Wilda •••• will\ VMS& MS
Funorta, Sneed. Syne'. Seem Loa e. 9T Nen. Seed .104 • •••••• M _. Sages
Sane Sea Ant. Soul" San SIAS% Sen&
r. LIPPPAA MCA ITONTa Liner eed tinieslete
-.SMGvou FOIMUIO•e
19
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Media Analysis
SMGYou
Global TV Broadcast Audience INSIGHT
Three Year Projection (201445. 2015-16, 201647) GkataI TV Broadcast
2014.15 201546 201€1 17
IV Broadcast Hours 2,136 hes 2.430 his 2,650 his
IV Programmes 2.170 2.656 3.103
GcCial Curnukdrve Audience 206m 2714 m 3212m
Total Broadcast Deals 40 45 50
;-% Broodcastersfretto-Au 52% 54% 57%
FEH Calendar of Races 10 12 14
RaceLocations12
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PvrraiAVA
10
2016 II
sauce SAC innnt AANAGO 'WI* 0441 tWenitin
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Media Analysis
3. etan
; '44. INSIGHT
a MU YOU
Global TV Broadcast Audience - Audience by Region
Three Year Projection (2014-15, 2015-16, 2016-17)
Q? .st
ta pin
_
ear
7014 15 2015 16 201611
Global TV Household Reach 549.4 m 606.2 m 705.7 rn
Cumulative Audience by Region Mullion)
Asia Pacific 111.3 147 174
I
Oceania 1.7 1.9 2.0
Middle East 0.62 10 1.4
Africa 0.97 0.83 0.99
at. ir
Europe 68.4 559 66.2
North America 9.0 43.1 50 9
South America 13.7 20.9 24 8
TOTAL 205.8 27L4 32L2
"7. >v iRomr•fit/T4.N.ittiTt"'”4iP •
- •
le% kteira41.0ii . t>.
Sow SMG hurt .Wyss of Indusby dna meinaSis
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Global Appeal
Consumer Opinion
Mien compered to non earfnendly
events. consumers are more likely
to trust, consider, recommend and
be positive towards sponsors of
BRAND VALUES eco4nendly events
GLOBAL VIEWING APPEAL
+29% titltrit positivity teWarth biands
spdrnSa
events
sport
144 -
million adult Formula One tans in total
tla033 10 key markets very 'detested
in Formula E
+18% - Uplift
sponsorin tec 4 levels of brands that
ru: 1
ner4y spat
536 -
(NW an orretnon rake a 14%)
million adult Fomrula One tans in total
across 10 key markets fairly Interested
in Formula E
+.16% Upliftinrrhaecrommendatioin
n of ry
mass an Onnal Mt Of 52%)
million adult non-Fomiula One tans
— brands
sport events
sponsor
44 - - in total across 10 key markets very
interested in Formula E
(eICIO en eYninCel MY Of 5%)
oonsrcetation Of bands million adult nonfonnula One tans
+15%= thsUpr
events 317 - - in total &foss 10 key markets lady
interested in Formula E
(0.5e0 on COnbeSell ntit a 15%)
66Foam& ea eiliaple being "flute will abed Ss
intent at IAMI Mks Asia .ease St glebe.
Total Global Market Appeal of Formula E =1.04 Billion Adults
** Markets surveyed were Brazil China, France, Germany, Indio, Italy, Japan, Spain, UK, USA
Base population: 500 adults in all markets with exception of UK where base was 3000 (all countries nationally representative)
22
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Formuta.e
=. CHRNIPIOHSHIP
3. INVESTMENT OPPORTUNITY
Mckinsey hos assisted FEN in preparing o business plan, financial projections and
valuations for the business (APPENDIX 0 - Financial Model)
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Main Features
500 150
REVENUES COGS
450 -
125 -
400
• Video Games
350 -
WO • Video Games
300 - • TV Rights
250 75 • Racing Team
Racing Teams
200 • Event / City
• Event / City SO
150
a 100 • Sponsor CC 25
Cc
U., SO
o 11111111
Z 0
14E ISE 16E 17E 186 19E 20E 216 14E ISE 16E 17E 186 195 205 21E
250 150
225
125 -
OPEX • Others
200
175 I • Actvisors&Others
.50
100
ISO ir Marketing
75
125
100
• 681TDA
as • Race prizes
FEH Logistics
1.1.1.Ei.:1
75
• Central Office
a 50 O
25 •
tu 25 • Sponsor Fee
Z 0 E 0 145 15E 16E 17E 186 19E 205 216
145 ISE 16E 17E 186 19E 205 216
24
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Sponsorship
As per the business plan, revenues ore highly dependent on sponsorship. This revenues will be generated
according to the following inventory:
Types and packages overview if Offered SI Races Advertising Terms Reach Naming Fee (ME/year)
rights
Her HA Formula E • Cup Sponsor is the
most exclusive Championship partner 15% trackside
opportunity available. This includes o 1 All (10) (all supports) > 5 years Worldwide Cup 15 ricryear
bespoke package of rights including the
ability to leverage the sponsorship worldwide.
Tier ? FIA Formula E - Global Sponsor is a
unique opportunity for o company to
associate with a global package of supports, GLOBAL 10% trackside
rights and assets within the SPONSOR 1 All (10) supports) 3 -5 years Worldwide None 10 ME/year
Championship. This includes a bespoke
package of rights including the ability to
leverage the sponsorship worldwide.
Tier 3 NA Formula E - e-Partner provides o
tailored package of rights within on agreed
and exclusive designation. Including 9 3 each 10% trackside > 3 years Worldwide None 5 ME/year
embedded event messaging and association
rights that con be leveraged globally.
Tier 4 FIA Formula E • e-Prix Title TITLE Y1 Y2 Y3
Sponsor provides the opportunity to own and 10 1 each 1 5% trackside > 3 years
present one of the electric city races. This SPONSOR (all supports) National e-GP 3M 3.5n Ain
includes a package of exclusive rights and
benefits.
her 5 FIA Formula E - on/off track
ADVERTISER 10 1 each > 1 year
Advertiser provides the opportunity to
(min.) 10% trackside Local None 0.8 ME/race
embed your brond in the heat of the host
city event.
*RIG YouGov - ROI study for FEH sponsorship pockoges (APPENDIX C)
25
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Discount in the NPV offered
74214€
McKinsey has determined a valuation of the company
Formula E Holdings, based on discounted cash flows (DCF),
on 3 different scenarios: Not Included:
360M€ • New cities fees, audience
growth, increase of the
sponsors fees
• Economic social and
environmental benefits
• Potential difficulties faced
by competitors.
Scenario A Scenario B Scenario C 0 NPVIEBITDA 2014E
Equivalent WACC 26% 21% 15%
Close-out in Oct. 2073
20v- 0% 0%
(Championship not launched)
Close-out in 2016 35% 40% 0%
(Championship cancellation after 4 yr.)
Close-out in 2038 45% 60% 100%
(ot expiration of HA license)
*FEH will provide to investors the full financial model used by McKinsey for the investors to work on the financial parameters.
26
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In Summary
FEN aspires to drive the change towards an electric future through the
development of on electrically-powered car racing championship staged in the
heart of major world cities
FE represents on attractive market opportunity to invest as it will be a key asset
to foster electric car adoption, a unique value proposition for sponsors, and a
distinctive sporting event
FEH will yield attractive returns, reaching breakeven in 2014 with an average EBT
3 ‘4d4 margin of -38%. FEH will require -€5514 in financing/ investment during
2013/2014 to cover CAPEX before the start of the championship
FEH has an experienced management team with a highly reliable support
4 network, and it is confident that it can successfully execute its challenging
implementation plan
27
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Some relevant Quotes...
"This is on exciting new racing series that will play a key role in highlighting the growing relevance of technologies originally developed for motorsport
to the wider world."
F►ank Williams, Founder and Team Principal of Williams
"This spectacular series will offer both entertainment and a new opportunity to share F1A's values for clean energy, mobility and sustainability.
The F1A is definitely looking to the future!"
Jean Todt, President of the RA
"Zero emission World Class motor racing is a scintillating concept and I'm hugely keen that London be involved in the birth of Formula E"
Mr Boris Johnson - Mayor of London
"The world's most revolucionary Championship"
The Times
"Berlin, as an international city and leading metropolis of electric mobility, is an ideal venue for Formula E. We are pleased to be able to host the event
in this cosmopolitan city and for Berlin to present new and innovative technologies.
Cornelia Yzer, Senator for Economics, Technology and Research
"We ore enthusiastic about the future organization and promotion of Formula E, the worldwide championship for electric single-seater cars, sponsored
by de Federation Internationale de I 'Automobile."
Mayor of Miami, Tomas Regalado
"By hosting Formula E Championship races here, we ensure our place as a leader in the charge to generate awareness for electric vehicles and their
benefits. By selecting Los Angeles as the site of their Championship races, Formula E Holdings brings international attention to our City's electric
vehicle infrastructure programs and increased tourism revenue to our City."
Mayor of Los Angeles, Mayor Villaralgoso
"Beijing is one of the leading cities in the world to promote electric cars and we would like to take this opportunity to showcase this to the world. The
City of Beijing plans to have 50,000 electric cars on the streets by 201E while across China the government has set a target of producing and selling
500,000 energy-efficient and alternative-energy vehicles per year by 201E and five million vehicles by 2020."
Vice Mayor of Beijing, Ms Cheng Hong
"Formula E is an exciting opportunity to demonstrate the excellence and the reliability of our EV solutions."
Philippe Klein, Executive Vice President of Renault Group
"Zero emission world class motor racing is o scintillating concept and I om hugely keen that London be involved in the birth of Formula E. it has the
potential to highlight the impressive strides being made in the manufacture of electric vehicles and hosting o street race could also be of considerable
economic benefit to our city."
Mayor of London, Boris Johnson
28
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Some relevant Media...
AUTOWEEK
m INNOVIta
NEWS
••• •--
NEWS noisoway
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FINANCIAL TIMES
Enri
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Orayson Racing electric car sets new world 7
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speed record
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Formula E. it,. electrifying future of
1,..rmab h Min1-4 Cluner Tt.
1.1“Inc Racing Realm With
scums text.
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Clean, Quiet endFast
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29
Ofef 2013 / ladvore & Confidential /AN Rights Reset.]
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_-...—= Formuta.e
=. CHRNIPIOHSHIP
4. APPENDIXES
A. Ernst & Young - Formula E Sustainability report
B. SMG YouGov - Media Reach, Global Appeal and Sponsor Evaluation Study
C. SMG YouGov - ROI study for FEH sponsorship packages
D. Financial Model
-All appendixes to be provided upon signoture of NDA.
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Contact Details
_--- FIR
Formutche
Niii - Ill CHRIVIOnSHIP
Formula E Holdings
Alberto Longo Managing Director
Miguel Valldecabres CFO
a facebook.com/FIAformula£
0 @HAformuloE
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