Hyundai Focuses on Dealer Profitability with Service System from Urban System

DETROIT, March 17, 2009 - Hyundai Motor America is the first automotive manufacturer to use a
software program called ServiceSmarts(tm) Online, powered by Urban Science, to improve its dealers'
profitability. The new web-based program enables Hyundai management and dealers to identify specific
information that will help them recognize service, parts and sales opportunities and take action via
tailored marketing efforts. ServiceSmarts Online is the only software program that combines in-depth
data, analytics and benchmarking with actionable ways to target customers and improve parts and
service sales.

"Dealer profitability is a key focus for Hyundai in 2009 and we're equipping our retailers with the tools
they need to seek out every possible revenue opportunity related to service and parts," said Steve
Anderson, director of Service Operations for Hyundai Motor America. "These departments are profit
generators and they will continue to give our retailers an edge as people hold on to their cars longer."

"ServiceSmarts tells dealers whether they are doing enough service work and how to get customers to
come to them for service expertise," said Tom Longo, managing director at Urban Science. "It's also
beneficial for automakers because if a dealer is not performing as expected, they can send a field
representative to make actionable recommendations like placing more advertisements and
promotions. The level of insight it brings is equally valuable to both parties."

ServiceSmarts Online provides Hyundai dealers with a database of information that helps:

• Increase the retention of service customers
• Identify areas of service opportunity within the dealer's "Area of Primary Responsibility"
• Benchmark dealership performance against market,region and national standards
• Quantify existing potential
• Target areas and customers with high probability of service sales
• Analyze service data and sales statistics

"Access to the right information will allow these retailers to take advantage of today's market conditions,"
said Longo. "Many dealers rely on service to maintain and absorb the fixed costs of their dealer
operations. But in times like these, they hunker down and focus on it even more."

Also, by assessing service department operations details, Urban Science can determine key
performance drivers to maximize profits and market penetration.  This analysis can also be applied to
other departments (such as new or used vehicle) within the dealership, helping dealers identify areas of
improvement to obtain the greatest overall gains for the entire operation.