The automobile industry has been speeding on social media and otherwise. With the massive consumer base residing on Facebook and Twitter, these brands choose to take this platform seriously. A report by Konnect Insights showcases an analysis of the online presence and popularity of automobile brands. The report focuses on Sedan models of popular brands and how they’re performing on social media platforms. The report suggests that audience discussing automobile brands on social platforms are overwhelmingly male - 70.42% overall. Audience analysis clearly defines that Hyundai (75.53%), Nissan (73.94%) and Skoda’s (73.29%) are the most male while Fiat Motors (35.45%), Honda (33.71%) and Chevrolet’s (32.16%) are the most female. Toyota with 18% and Honda with 13% rejoice the major share of Twitter engagement, followed by Ford and Volkswagen both standing at 12% and Nissan at 11%, respectively. Maruti Suzuki and Fiat Motors have a poor engagement on the micro blogging platform with 1% and 2% engagement. The story on Facebook is a tad bit different; Volkswagen with 42% grabbed the maximum attention of fans, followed by Nisaan with 25%, Chevrolet with 7%, Honda with 7%, and so on. The graphics clearly represent that Maruti's Facebook engagement was the lowest compared to the rest with only 0.011%. Take a look at the report to understand the performance of automobile brands on social media.

1. AUTOMOBILE: SEDANS
5/17/2016 1KONNECT INSIGHTS

2. TABLE OF CONTENT
INTRODUCTION 3
AIM & METHODOLOGY 5
BRIEF ABOUT FOLLOWING REPORTS 6
AUDIENCE ANALYSIS 8
TWITTER ANALYSIS 11
BRAND PERCEPTION 13
MEDIA-WISE PERCEPTION 15
WORD ASSOCIATION 16
TWITTER COMPARISON 18
FACEBOOK COMPARISON 25
RECOMMENDATIONS 32
2KONNECT INSIGHTS

3. INTRODUCTION
3KONNECT INSIGHTS
The worldwide automotive industry has been enjoying a period of relatively strong growth and
profitability, and annual sales have reached prerecession levels in some regions. Yet considerable
uncertainty about the future remains. The most immediate challenge is the unevenness of global
markets.
Automobiles depend heavily on consumer trends and tastes. While car companies do sell a large
proportion of vehicles to businesses and car rental companies (fleet sales), consumer sales is the
largest source of revenue. For this reason, taking consumer and business confidence into account
should be a higher priority than considering the regular factors like earnings growth and debt load.
A significant portion of an automaker's revenue comes from the services it offers with the new
vehicle. Offering lower financial rates than financial institutions, the car company makes a profit on
financing.
A majority of hatchback buyers are first-timers, who are more susceptible to economic swings, say
analysts. Sedan or SUV customers may be less vulnerable to factors such as higher costs of
ownership, they say. Price competitiveness and more features offered by these models encouraged
new buyers who would have otherwise stayed away from a sedan or an SUV due to their relatively high
prices (Maruti Suzuki Dzire for an example).

4. INTRODUCTION
4KONNECT INSIGHTS
Unlike in the sedan market, where a diesel option is available for all models, compact cars like
Hyundai i10, Wagon R, Alto and Santro, do not have diesel variants. As a result, many hatchback
buyers who were hit by higher petrol prices either stayed away from the market or went in for low-
end sedans or SUVs. Besides the Dzire, Honda Amaze was another model that benefited from having
diesel versions.
“The trend of shifting towards costlier cars is likely to gain further traction". However, a rebound in
the economy coupled with newer, attractively priced models in the hatchback space may slow the
pace of the shift.
Today, more than 94% of the consumers look up for the brand information online, and thirty-eight
38% of consumers say they will consult social media in making their next car purchase. 23% of car
buyers say they use social media to communicate their purchase experience. 84% of automotive
shoppers are on Facebook, and 24% of them have used Facebook as a resource for making their
vehicle purchases. 40% of new car purchases over the next 10 years will be made by millennials. 94%
of millennial car buyers gather information online.
//www.livemint.com/Industry/VfrU9vGsMGECsjcFwoKOzK/Sedans-SUVs-seen-gaining-traction-in-slowing-car-market.html
CMO Council Report

5. AIM
5KONNECT INSIGHTS
This report aims at the analysis of the online presence and popularity of automobile
brands, here we have considered the Sedan models of these popular brands, that
how they are doing on the social media platforms, and the sentiments that the
audience is holding towards these brands for the sedan model.
METHODOLOGY
Konnect Insights software crawls and analyses social streams—not only to
understand broader consumer behaviour, audience engagement and reputation
issues, but also to identify the segment and profile individual consumers are based
on where they are purchasing and interested in the product, their preferences and
needs, and even sentiment analysis that influence how they are and want to engage
with brands and service providers. The automobile industry will definitely benefit
from data analytics to identify potential customers and convert the neutral or
negative sentiment audience into their consumers having positive sentiments with
their proper response on time to any complaints.

6. BRIEF ABOUT FOLLOWING REPORTS
6KONNECT INSIGHTS
MONITOR REPORTS TWITTER COMPARISON FACEBOOK COMPARISON

7. 7KONNECT INSIGHTS
LISTENING REPORT

8. AUDIENCE ANALYSIS
8KONNECT INSIGHTS
It was discovered that the audience
discussing automobile brands on
social platforms are overwhelmingly
male - 70.42% overall.
Audience analysis clearly defines
that Hyundai (75.53%), Nissan
(73.94%) and Skoda’s (73.29%) are
the most male while Fiat Motors
(35.45%), Honda (33.71%) and
Chevrolet’s (32.16%) are the most
female.
By thorough study of the gender
breakdown across brands, models
and campaigns, businesses are better
able to identify and target their
efforts to the appropriate audiences.

9. AUDIENCE ANALYSIS
9KONNECT INSIGHTS
• Fiat Motors attained its female
engagement mostly because of
the popularity of its premier
sedan LINEA in the female
audience as displayed at the side
• Even Chevrolet attained its
female engagement mostly
because of the popularity of its
sedan CHEVROLET CRUZE.

10. AUDIENCE ANALYSIS
10KONNECT INSIGHTS
In case of Honda the maximum engagement of female audience was because of the immense
popularity of their HONDA CIVIC TOUR and HONDA CIVIC sedan among the female audience.

11. TWITTER ANALYSIS
TWITTER BREAKDOWN
11KONNECT INSIGHTS
It can be observed that maximum
original posts on twitter are posted by
Skoda (90.78%), Volkswagen (87.23%)
and Toyota (86.53%) but their user
engagement is relatively less as
compared to Fiat Motors and Honda (
7.75%, 11.71% and 11.71% as
compared to 35.24% and 20.33% ).
Most responsive brands were Maruti
Suzuki (11.11%) followed by Honda
(3.10%). The responsive behaviour of
these brands would eventually help
them to convert neutral and negative
sentiments toward their brand into
positive ones and hence gain the trust
and satisfaction quotient.

12. TWITTER ANALYSIS
12KONNECT INSIGHTS
The potential consumer base on Twitter network is too
large to ignore in an age where most of the life aspects
are going digital. Twitter’s success is not surprising
though, given its unique balance of business &
personal use and high-quality users.
Here, Toyota (18%) and Honda (13%) are the 2 brands
enjoying major share of Twitter engagement followed
by Ford (12%), Volkswagen (12%) and Nissan (11%).
Maruti Suzuki (1%) and Fiat Motors (2%) are brands
with a strikingly low presence on Twitter. It might build
up to a matter of high concern for them in near future
and it is high time they devise out some strategy to
improve their twitter presence.

13. BRAND PERCEPTION
13KONNECT INSIGHTS
As the figure depicts Toyota had the
most neutral reviews, but it also had
some of the highs in negative also. There
were complaints on how to setup the
car, complaints on some product recalls
and so on.
Moreover, as we focus on the positives,
we found that Skoda had the highest
amount of positive reviews. Maruti had
the highest negative reviews, in terms of
relative share on the scale of 100%,
where a lot of user complained about
bad services, improper delivery time of
cars. This could be used as an advantage
to improve upon these areas.

14. BRAND PERCEPTION
14KONNECT INSIGHTS
Variety of emotions is relayed on various social media hence it is very important to monitor those
social platforms. Especially in cases of negative sentiment so that they could be addressed on
timely basis. Following observations were made:
• Twitter was the most positively and also the most talking social platform for all the brands
• Skoda had the most positively talked brand on Twitter and Toyota was neutrally preferred
brand on the Twitter
• Ford was negatively talked about brand on Twitter
• Media Platforms like News and Complaint forums were some of the most negatively platform
after Twitter
• Though major activity was performed on Twitter, in certain brands like Skoda, Toyota, Nissan
and Honda generated a lot of positive vibes on YouTube through their engagement through
videos
It will also help the company to service its customer with greater efficiency and lesser turnaround
time. Furthermore, in the long run this could help the company build an image of being customer
centric and responsive to needs and necessities of the customers.

15. MEDIA-WISE PERCEPTION
15KONNECT INSIGHTS
It can be clearly observed that News still forms a
significant source of online presence for most of
the brands but it has been outweighed in some
cases by Youtube. It forms the major share in
case of Nissan (62%), Toyota (57.88%), Chevrolet
(50%) and Hyundai (49.68%) while News forms
the major source for Renault (49.72%),
Volkswagen (49%), Skoda (46.78) and Maruti
Suzuki (35%).
Maruti Suzuki (24.71%) and Fiat Motors
(29.32%) also had Google+ as a significant
contributor while same was the case of Renault
(16.39%) with Blogs.
Maruti Suzuki was the only brand which was
significantly talked about on Complaint Forums
(8.98%) so it is suggested that they look into this
aspect to rectify their image on complaint
forums.

16. WORD ASSOCIATION
16KONNECT INSIGHTS
The extensive Brand-Adjective analysis allows a brand to
identify the adjectives associated with it, what a brand can
do to eliminate the bad adjectives associated with it,
identifying the target segment by analysing which
consumers are using which particular word.
The above analysis represents that all the brands score
high on the “Launch” keyword with Hyundai, Fiat Motors
and Chevrolet standing out. “Comfort” is basically
associated with Renault and Skoda whereas Nissan is the
next brand which scores decently in “Comfort”. Toyota and
Honda are the brands which score high on “Technology”
while Ford and Nissan are the 2 brands with negative
adjective “Drawback” associated with them. Volkswagen
and Renault are also associated greatly with “Fuel”.

17. 17KONNECT INSIGHTS
Social Media Activities

18. TWITTER COMPARISON
TOTAL FOLLOWERS
18KONNECT INSIGHTS
• Twitter is a micro-blogging site, through this
latest trending topic and what’s on people’s
mind gets clear. And brands can encash this,
like here in case of automobile brands in
Sedan category popularity can be defined in
the number of followers of these brands, and
which brand is the most popular and the least
popular on twitter.
• Ford having the maximum number of
followers, turned out to be the most popular
automobile brand, it has around 878520
numbers of followers, followed by Honda with
751684 numbers of followers, Renault –
103792, Toyota – 70082, Volkswagen – 68329,
Hyundai – 38521, Maruti – 36740 and Tata
Motors – 36598 followers.

19. TWITTER COMPARISON
OVERALL COMPARISON
19KONNECT INSIGHTS
In the overall comparison, which considers
the tweet count, number of followers and
the people following, we see that:
Honda has the second highest number of
followers of about 751684 but has the
highest number of tweet count i.e.
196129, which means it is trying to engage
the audience by tweeting and to grab their
attention. Ford has the maximum followers
but its tweet count is 19344 only.
Volkswagen has the least tweet count of
487 only. Ford does have maximum
number of following also, i.e. 31889, and
Volkswagen has dropped down to zero
only.

20. TWITTER COMPARISON
TOTAL ENGAGEMENT
20KONNECT INSIGHTS
What matters the most is how many of the
followers in your audience are actually active,
engaged with your brand in some positive
manner. And here, Honda has generated
maximum number of engagement - 18457
which is 2.46% of their total followers
(751684) and Maruti_Corp has generated
least number of engagement - 1165 which is
3.17% of their total followers (36740).
Engagement is retweeting your tweets,
replying to your tweets or mentioning you in
the tweets. But the maximum engagement as
the percentage of their followers is in case of
Tata Motors, which is 8.48%, followed by
Volkswagen – 7.61%.

21. TWITTER COMPARISON
TWEETS OVER TIME
21KONNECT INSIGHTS
Honda has the maximum number of tweets
on April 6 and April 7 2016, but these tweets
were not positive, these were complaints by
audience and the apologies by the company.
Accidently, Honda caused their customers to
overdraft their account, leading to fees and a
possible inability to pay other bills, all due to
a technical glitch in the payment processing
system. As the sheer number of customers
were affected, Honda's customer service
phone lines were overwhelmed. Unable to
get through to a customer care
representative, stressed customers took over
to Twitter and Facebook in frustration. But
Honda replied to these complaints and
tended to fault on the urgent basis.

22. TWITTER COMPARISON
22KONNECT INSIGHTS
On the positive note for Honda, on April 7, 2016 they announced the outline of Honda and Acura
exhibits for the 14th Beijing International Automotive Exhibition (Auto China 2016). On April 6, 2016
Tata Motors also have peaked tweets, as Tata launched the much awaited Exciting, Dynamic Hatchback
– TIAGO that day.

23. TWITTER COMPARISON
23KONNECT INSIGHTS
FEW EXHIBITS
And people have tweeted about the
campaign of Ford, ‘Win a Ford Vehicle
of Your Choice’, which is actually to
promote the 2017 release of new Ford
vehicle in 2017.
Then the tweets were about the new feature
added by Ford to prevent their drivers from
speeding up the vehicle above speed limits.
Then some of the tweets were about Ford’s
drugged driving suit also

24. TWITTER COMPARISON
AUDIENCE ENGAGEMENT DETAIL OVER TIME
24KONNECT INSIGHTS
Honda has the maximum
numbers of mentions of
about 5676, followed by
Ford, 4476. But Honda has
maximum retweets of about
12745, whereas Honda is just
behind Ford, with 12414
numbers of retweets and
Volkswagen with 4431
retweets.

25. FACEBOOK COMPARISON
TOTAL NUMBER OF FANS
25KONNECT INSIGHTS
• Number of fans is the basic criteria for the measurement of the popularity of any brand on
the social platform. This number identifies how many people are interested in your brand
and want to be updated with the latest news regarding it.
• These are the people who engage in any kind of activity online, say liking some campaign,
participating in it, commenting on the posts, expressing their opinions by tagging the brand,
irrespective of the sentiment classification.
• They express their delight and disappointment through this. They can share the important
content with their friends and can broaden the base for them.

26. FACEBOOK COMPARISON
TOTAL FANS
26KONNECT INSIGHTS
Facebook engagement is usually possible
with higher amount of followers or fans.
Product launches, employee engagements
or many other take place on the social
platform with higher amount of fans. Here,
Volkswagen has the highest amount of
followers, followed by Nissan and closely
followed by Chevrolet Hyundai and Honda.
The relative share of fans is Volkswagen at
42%, Nissan at 25%, Chevrolet at 7%,
Honda at 7%, Ford Motor Company at 6%,
Hyundai at 6%, Fiat at 3%, Toyota at 2%,
Renault at 1%, Skoda at 1% and Maruti
Suzuki at 0.011%

27. FACEBOOK COMPARISON
OVERALL COMPARISON
27KONNECT INSIGHTS
Looking at the present statistics we
visualize the actual statistics, from the
number of fans and the audience engaged.
Volkswagen has the highest number of
followers, but it is not able to engage much
of audience. Skoda has one of lowest
relative share of followers i.e. 1% is able to
engage 36,801, followed by Maruti Suzuki
with 14,195 engagements with the
audience followed by Chevrolet. Moreover,
highest number of statuses was posted by
Ford Motor Company i.e. 157, followed by
Honda at 135. Though there is a lot of
variation in various parameters depending
on the activity.

28. FACEBOOK COMPARISON
TOTAL ENGAGEMENT
28KONNECT INSIGHTS
• The maximum engagement
is generated by the Eros Now
which is only 3% of their
number of fans.
• Whereas Times Music has
generated 8.37% engagement
as the percentage of number
of fans, which is maximum
percentage of all.
• They are posting 2-5 times a
day, about Sada-e-Sufi, Dum
A Dum, Delhi to Dublin and
Dhanak via Junglee Music.

29. FACEBOOK COMPARISON
RELATIVE SHARE OF ENGAGEMENT
29KONNECT INSIGHTS
Skoda here has engaged nearly
44% in the relative share of
engagement, which is just 4% of
its fans. Moving onto 17% is
engaged by Maruti here and
later by Chevrolet. Here, Maruti
is earning the engagement
through its new car Ciaz, and
Chevrolet has been earning a lot
of audience for its Car Cruz. The
new variant has led people
talking a lot on social media.

30. FACEBOOK COMPARISON
ENGAGEMENT DETAILS
30KONNECT INSIGHTS
Looking at the graph it is
evident that Skoda has the
highest engagement in terms
of Likes, shares and then
comments. Skoda also had
the highest comments. Skoda
has shared 16 photos, 7
statuses, 4 links and 2 videos.
Hence, the Chevrolet
engages a lot of crowd
through shares, Skoda and
Maruti Suzuki should also
focus on shares in order to
cover newer audiences and a
larger segment of public.

31. FACEBOOK COMPARISON
ENGAGEMENT BY POST
31KONNECT INSIGHTS
Here, Skoda engaged audiences
through Photos and Videos and
less through statuses and links.
Later, Maruti Suzuki focused more
on links and then on photos and
Chevrolet on Link, Photos and
Videos. Hence, different
companies have different digital
marketing strategies but Skoda has
been able to engage a huge
amount of crowd through photos
and videos. This proves that “A
picture and a video say a thousand
words”.

32. RECOMMENDATIONS
32KONNECT INSIGHTS
• Volkswagen, Toyota and Chevrolet must increase their response rate in order to reduce the
negative publicity on Twitter while Fiat Motors should become more active on twitter as major
negative word of mouth in their case is doing rounds on twitter.
• Chevrolet is the least responsive brand on twitter. Instead of confining their focus to only posting
tweets they should focus more on responding to consumers in order to increase their user
engagement.
• Fiat Motors are significantly responsive and their user engagement is also satisfactory but they
should be wary of the saturation point of consumers at which user engagement will reduce rapidly
due to minimal content. So Fiat Motors should increase their post content on twitter.
• Despite being active on twitter, the overall net presence of Maruti Suzuki and Fiat Motors is
considerably low as compared to other competitors. It is essential that Tata Motors focus on other
platforms like Facebook, blogs, etc. as well apart from twitter so that there is a increase in its
overall online presence.
• Fiat Motors and Maruti Suzuki enjoy unrivalled media share on Google so they should try to engage
more audience there as they would receive a larger and unparalleled share of attention there.
• Presence of Hyundai and Nissan on Facebook is considerably less so they should try and engage
more audience at that platform by posting new and engaging stuff at regular intervals.

33. 33KONNECT INSIGHTS
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