t C J M M J P O U P U B M S F W F O V F t C J M M J P O B W F S B H F M P B O T t C J M M J P O N P S U H B H F T F S W J D J O H Q P S U G P M J P t E F B M F S J O E J S F D U B V U P M F O E J O H O F U X P S L Consumer  Lending Strategy Business Description Customer Focus 9 2010  ANNUAL REPORT Our sales and service associates strive to achieve  the highest ratings for customer experience while  delivering operational excellence. In 2010, we  advanced our mortgage origination market share  within the top 20, and remain a top five market  share leader within the non-captive prime auto  lending space. We recognize that personal loans are often a vital  element for the prosperity of our customers. We  deliver a full spectrum of competitive lending  solutions that correspond to their financial situations.  Throughout the entire customer experience, we  strive to provide expert advice and outstanding  service. To help prepare for major life moments like  buying a car or for purchasing every day necessities,  Fifth Third provides lending solutions that fit our  customers’ needs today and tomorrow. Consumer Lending provides loan solutions  to customers across and beyond Fifth Third’s  footprint. Our loan products include mortgages  and home equity loans and lines. Consumer  Lending also partners with a network of auto  dealers that originate loans on the Bank’s behalf.  Whether in need of a mortgage or a new car, our  customers know we offer a solution to help them  achieve their goals. Fifth Third understands that each customer  has unique needs. To evolve with the dynamic  marketplace and meet the changing needs of  customers as they progress through life, we continue  to adjust our lending solutions. Our strategic focus is  to surround each new and existing customer with a  team of professional bankers committed to providing  complete banking solutions in order to profitably  grow market share. We also support homeownership by offering a  variety of refinancing and workout arrangements  to give our customers options. While each situation  is different, we intend to work toward mutually  beneficial outcomes with our borrowers. Some  alternative modification options may include  changing the terms of the original loan to make the  payments more affordable, primarily by lowering  interest rates and extending the terms. 2010 Highlights