From this month on, our Blogworks IndiaAuto Social Index is available for purchase to auto brands and agencies.
Through leaderboards that we have created, the report will help auto brands to monitor their performance vis-à-vis their competitors over a period of time. Updated every month from here on, the report will show monthly online movements in brand conversations and impact.
Top auto brands by mentions
Top brands by Brand Vibrancy Index (BVI)
This month’s exclusive
From the owners heart – an exclusive diagnosis what people who have bought a vehicle think about the brand.
See:
How sentiment has shifted for your brand over time
How vibrant your brand is, in comparison to your competitors
Attributes & sentiment by nameplates
Category summaries and key conversation drivers
Individual brand dashboard for your brand
Which are the most socially talked about brands by owners
Which brands have the highest vibrancy score amongst owners
What are the key highlights (accolades and pain-points) for various vehicle
Buy your full copy: http://www.blogworks.in/post/paid-research-reports/#more-7272
3. ABOUT THE REPORT
The automobile industry is one of the most impacted by social media conversations,
which have a significant effect on opinion and purchase. Also, given the capital
intensive nature of the business, and the criticality of new launches, brand owners are
increasingly looking at the social web for marketing and deeper analysis to understand
brand and sales impact.
Moving away from the vanity indices, the 'Blogworks IndiaAuto Social Index' aims to
correlate social metrics, consumer sentiment and sales data to provide marketers and
brand owners with actionable insights.
Through leaderboards that we have created, the report will help auto brands to monitor
their performance vis-à-vis their competitors over a period of time. This monthly report
will show online movements in brand conversations and impact.
3
4. THIS ABRIDGED VERSION CONTAINS
~ Top brands by mentions
~ Top brands by Brand Vibrancy Index (BVI)
~ Top nameplates by categories
~ Rank by total mentions
~ Buy a copy of the paid report today to also see:
~ How sentiment has shifted for your brand over time
~ How vibrant your brand is, in comparison to your competitors
~ Top nameplates by categories
~ Rank by Brand Vibrancy Index
~ Top-ranked categories by volume of mentions and Brand Vibrancy Index
~ For Top 5 most mentioned categories
~ Attributes & sentiment by nameplates
~ Category summaries and key conversation drivers
~ Individual brand dashboard for your brand
~ Brands covered Audi, BMW, Fiat, Ford, Honda, Hyundai, Jaguar, Mahindra, Maruti Suzuki,
Mercedes-Benz, Nissan, Skoda, SsangYong Motors, Tata Motors, Toyota and Volkswagen
~ This month’s exclusive: From the owners heart – an exclusive diagnosis what people who have
‘bought’ a vehicle think about the brand. nameplates
~ Which are the most socially talked about brands by owners
~ Which brands have the highest vibrancy score amongst owners
~ What are the key highlights (accolades and pain-points) for various vehicle categories, as
mentioned by owners
~ Write to anurag.bhattacharyya@blogworks.in to buy a copy of the full report.
4
5. EXECUTIVE SUMMARY
MOST MENTIONED BRAND
~ Tata Motors was the most mentioned brand online in October, pushing last month's most mentioned
brand, Toyota, to the 2nd position.
~ Maruti Suzuki climbed up six positions from September to be at the 3rd position in October 2013.
BRAND VIBRANCY INDEX (BVI)
~ Mercedes-Benz and Audi were the most vibrant brands in October, both ranked 1st by the Brand Vibrancy
Index, followed by Porsche at the 3rd position.
~ Tata Motors and Fiat made a surprise entry into the Top 5 by BVI, moving up from the 15th and 16th
positions respectively in September, to the 4th and 5th positions in October 2013.
MONTHLY SENTIMENT BY BRAND
~ Tata Motors: Negative sentiment decreased for Tata Motors. Positive mentions around Tata Nano, Tata
Indigo, Tata Sumo Gold, and Tata Vista increased significantly in October 2013.
~ Fiat: Fiat saw the highest increase in positive sentiment across all brands. Fiat Grand Punto contributed
the most to this increase with owners mentioning the vehicle’s features and ride experience positively.
~ Land Rover: Highest decrease in positive mentions was seen in Land Rover. Negative mentions increased
for the Land Rover Range Rover, largely due to actor Salman Khan tweeting about his bad experience
with Range Rover’s post-sales customer service.
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6. EXECUTIVE SUMMARY
TOP CATEGORY
~ SUV
~ SUVs from Nissan, Honda and Toyota are most liked for their ‘Ride experience/performance’
and ‘Looks/design’.
~ Vehicles from Tata Motors, Hyundai, Force Motors, Ssangyong, and Mitsubishi had the most
negative mentions for ‘Customer service’.
~ Ford EcoSport was appreciated most for its ‘Features’ while engine issues in the vehicle
contributed to negative sentiment for ‘Engine specification/power’.
~ SMALL HATCHBACK
~ ‘Looks/design’ and ‘Ride experience/performance’ continued to be the most positively
mentioned themes in this category. ‘Price’, ‘Features’ and ‘Engine specification/power’
received mixed responses.
~ Maruti Suzuki WagonR Stingray had the most positive sentiment under ‘Features’ and ‘Ride
experience/performance’, while Maruti Suzuki Alto is considered to be a value for money
vehicle in this segment
~ Honda Brio
and Hyundai Grand i10 received the most positive mentions for ‘Fuel economy/
mileage.
6
7. EXECUTIVE SUMMARY
TOP CATEGORY
~ BIG HATCHBACK
~ Fiat Grand Punto had the highest mentions and most positive sentiment under ‘Ride
experience/performance’.
~ Most vehicles in this category had positive sentiment under ‘Fuel economy/mileage’, but
Fiat Grand Punto was ahead of all other nameplates.
~ Fiat Grand Punto and Hyundai i20 were considered value for money vehicles in this category.
~ EXECUTIVE SEDAN
~ ‘Fuel economy/mileage’ and ‘Engine specification/power’ were the two most positively
mentioned themes in October 2013.
~ Hyundai Elantra and Renault Fluence were the most positively mentioned vehicles in this
category.
~ Hyundai Elantra, Renault Fluence, Skoda Laura and Toyota Corolla Altis were appreciated for
their ‘Looks/design’, while Hyundai Elantra and Volkswagen Jetta led the positive mentions
under ‘Features’.
~ MUV/MPV
~ ‘Features’ was the most discussed theme in this category.
~ Tata Sumo Gold was the most positively mentioned vehicle, with
top talking points.
space and comfort being its
7
13. MOST MENTIONED BRANDS
Rank in
Oct 2013 (Sep
2013)
"
1 (2)
"
2 (1)
"
3 (9)
"
4 (3)
"
5 (7)
"
6 (11)
"
7 (4)
"
8 (6)
"
9 (6)
"
10 (5)
"
11 (14)
"
12 (10)
"
13 (8)
"
14 (12)
"
15 (21)
"
16 (15)
"
17 (13)
"
18 (23)
"
19 (20)
"
20 (17)
"
21 (16)
"
22 (19)
"
23 (22)
"
24 (18)
"
25 (31)
"
26 (24)
"
27 (27)
"
28 (-)
"
29 (29)
"
30 (26)
"
31 (33)
"
32 (25)
"
33 (30)
"
34 (28)
"
35 (32)
"
36 (-)
"
BRAND NAME
"
Tata Motors"
Toyota"
Maruti Suzuki"
Ford"
Mercedes-Benz"
Renault"
Audi"
Ferrari"
Nissan"
Hyundai"
Skoda"
Fiat"
Volkswagen"
Honda"
Land Rover"
Mahindra"
Porsche"
BMW"
Chevrolet"
Bentley"
Jaguar"
Rolls Royce"
Mitsubishi"
Lamborghini"
Bugatti"
Aston Martin"
Volvo"
MINI"
Ssangyong"
Force Motors"
Maybach"
Datsun"
Maserati"
Hindustan Motors"
Premier"
San"
Oct-13
"
Sep-13
"
% difference in
volume of
mentions
"
16,140
"
9,088
"
8,361
"
7,657
"
7,118
"
5,610
"
5,501
"
5,044
"
4,887
"
4,607
"
3,858
"
3,818
"
3,212
"
3,143
"
2,738
"
2,707
"
1,867
"
1,512
"
1,419
"
1,286
"
1,082
"
859
"
826
"
746
"
670
"
625
"
575
"
271"
190
"
172
"
153
"
117
"
74
"
68
"
17
"
1"
9,426
"
11,480
"
4,176
"
6,599
"
4,388
"
2,894
"
5,932
"
5,032
"
4,822
"
5,163
"
2,503
"
4,083
"
4,253
"
2,833
"
634
"
2,412
"
2,606
"
484
"
927
"
1,166
"
1,941
"
1,037
"
498
"
1,040
"
37
"
357
"
241
"
-"
162
"
273
"
2
"
278
"
66
"
179
"
9
"
-"
71%
"
-21%
"
100%
"
16%
"
62%
"
94%
"
-7%
"
0%
"
1%
"
-11%
"
54%
"
-6%
"
-24%
"
11%
"
332%
"
12%
"
-28%
"
212%
"
53%
"
10%
"
-44%
"
-17%
"
66%
"
-28%
"
1711%
"
75%
"
139%
"
-"
17%
"
-37%
"
7550%
"
-58%
"
12%
"
-62%
"
89%
"
-"
Tata Motors: High mentions for the brand were
generated due to Tata Safari sponsoring the television
series 24, and fashion designer Masaba Gupta unveiling
a new version of the Tata Nano designed by her.
Maruti Suzuki: Maruti AltoK10‘s #MyMusicContest on
Twitter witnessed active participation from people.
This enabled Maruti Suzuki to climb 6 positions from
September, to be at the 3rd position in October 2013.
Toyota: The launch of Toyota Camry Hybrid and a
contest on Twitter by Toyota Etios #Love2Race
contributed to hight mentions in September 2013.
There were no mentions of this hashtag in October
2013, which caused Toyota’s slip from the 1st position
in September to the 2nd position in October 2013.
By % change in
volume of
mentions
"
% difference from
previous month
"
BRAND NAME
"
Top gainer"
Maybach"
+7550%"
Top loser"
Hindustan Motors"
-62%"
By rank
"
BRAND NAME
"
Difference in rank
"
Top gainer"
Maruti Suzuki, Land Rover,
+6"
Bugatti"
Top loser"
Datsun"
-7"
13
14. BRAND VIBRANCY INDEX (BVI) or SOCIAL SENTIMENT SCORE
Rank in
October
2013
Rank in
September 2013
Brand name
Sum of BVI
October 2013
Sum of BVI
September 2013
1
4
Mercedes-Benz
0.86
0.83
2
4
Audi
0.77
0.83
3
4
Porsche
0.71
0.83
4
15
Tata Motors
0.54
0.29
5
16
Fiat
0.53
0.22
6
9
Hyundai
0.49
0.6
7
1
Bentley
0.47
1
7
Outlier
Ferrari
0.50
0
8
18
Ford
0.36
-0.38
9
11
Nissan
0.29
0.51
10
14
Mahindra
0.28
0.38
11
7
Honda
0.23
0.75
11
Outlier
BMW
0.35
0
12
12
Maruti Suzuki
0.22
0.47
13
13
Renault
0.22
0.42
14
8
Toyota
0.15
0.71
15
10
Skoda
0.11
0.53
16
17
Volkswagen
0.09
0.07
20
Outlier
Land Rover
-0.15
1
21
Outlier
Chevrolet
-0.18
0.1
Moving away from the vanity indices, Vibrancy Score measures brand’s social
sentiment score. The score ranges from -1 to +1. Higher the score, higher
the vibrancy of the brand vis-à-vis its competitors.
Outlier
1
Jaguar
-
1
Outlier
3
Lamborghini
-
0.85
Note – Jaguar, Rolls-Roys, Mitsubishi, Lamborghini, Bugatti, Aston Martin, Volvo,
MINI, Ssangyong, Force Motors, Datsun, Maserati, Hindustan Motors, Premier
and San were outliers in October 2013.
Mercedes-Benz, Audi and Porsche moved up by the Brand Vibrancy Index in
October 2013, as compared to their ranks in September, while Tata Motors
and Fiat made a surprise entry in the Top-5.
~ Mercedes-Benz: Mercedes-Benz won double honours at the German Design
Awards 2014, with both the S-Class W222 and the Ener-G-Force LA Auto
Show concept car being among the prize winners. Also, Mercedes-Benz
receiving more than 30,000 orders for the new S-Class drove positive
mentions for the brand.
~ Audi: Audi’s contest on Twitters '#ClickAudi', asking people to send in the
best photographs of Audi vehicles shot by them, witnessed active
participation from people. This resulted in the brand climbing up to the 2nd
position by the Brand Vibrancy Index in October 2013.
~ Tata Motors: Masaba Gupta unveiling a designer model of Tata Nano at the
Lakme Fashion week contributed to the positive mentions for the brand.
This caused Tata Motors to climb to the 4th position by the Brand Vibrancy
Index in October 2013.
~ Fiat: Owners sharing positive reviews on Team Fiat India forum and Fiat
Punto getting the Honorable Mention award under ‘Fleet Markings Single
Multicolor Entries’ category for design at the Golden Image Awards 2013,
contributed to positive mentions.
14
15. METHODOLOGY
Report Parameters
~ The report currently considers 36 four wheel consumer segment vehicle brands.
~ All publicly available data from channels like Twitter, forums, blogs, mainstream media, YouTube,
Flicker and Facebook were tracked for the month of October 2013. Given that most Facebook
conversations happen on closed personal networks, tracking them is not possible. Hence their
percentage is very tiny in overall mentions.
~ All nameplates of brands featured in the below-mentioned categories were considered. Newly
announced nameplates are also considered in the report.
Category"
Sub-category"
Small hatchback"
Hatchback"
Big hatchback"
Premium hatchback"
Mid-size sedan"
Sedan"
Executive sedan"
Luxury sedan"
Super luxury sedan"
SUV & offroad"
SUV/MUV/LMV and offroad"
Premium SUV"
MUV/MPV"
Other"
Sports car"
Hybrid/Green"
15
16. METHODOLOGY
Report Parameters
∼ All 12 categories of cars were considered for the attribute study. A sample of 1000 mentions each
month were taken for the thematic study.
∼ Publicly available data with the region filter ‘India’ reflected very low volume of mentions on
Facebook. Hence we did not consider Facebook data for the sample.
16
17. DISCLAIMER
We have made all efforts to keep the report error free.
Please do point out any errors that you may notice and
we will incorporate your insights in future editions.
Please write to us at reports@blogworks.in with the
subject line ‘corrections’.
ABOUT BLOGWORKS
Driven by purpose and meaning, Blogworks helps global brands and
organisations strategically leverage social media to draw insights, engage
stakeholders in conversations, build communities, and co-create for business
impact.
Visit us at www.blogworks.in. Connect with us at
conversations@blogworks.in
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