The basic assumption of the program is to develop customer relationships based on transactional and non-transactional loyalty incentives. Transactional Motivators A classic example of transactional incentives is the points system, where participants earn points for purchasing a car and using service facilities. Collected points can be exchanged for discounts reducing the price of the next Toyota or services provided at the service center. The program implements a series of marketing campaigns, both ad hoc (e.g., model year clearances, new model premieres) and cyclical (e.g., anniversary campaign targeted at participants with 3-10-year-old cars offering additional premium bonuses). Customers purchasing a car want to feel special about owning a new vehicle and identify with the values offered by its manufacturer (quality, practicality). Analyzing Toyota customers' needs in the area of communication and

Other implemented campaigns of similar nature • In New Year's communication in 2023 we decided to go a step further. In SMS and email messages, in addition to wishes for prosperity in the coming year, we invited customers to send wishes to us as well. We received as many as 1,500 messages, which transformed typical one-way communication into dialogue and interaction with car users. • Warm - Warmer – Toyota – on the occasion of one of the clearance sales, we invited Toyota More program participants to showrooms. People who decided to take a photo on site and send it to us through a special form received two pairs of warm gloves. The campaign name referenced the loyalty program slogan 'Much - More - Toyota'. We distributed nearly 500 gift sets and recorded high sales of new cars in this group of engaged participants. • Personalized