Blogworks india auto social index November 2013_Abridged Version

All content copyright Scenario Consulting Pvt. Ltd.

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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.

~ 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

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MOST MENTIONED BRAND

~Tata Motors continued to be the most mentioned brand on social media in November 2013.

~Nissan climbed 7 positions to be at the 2nd position and Honda climbed 11 positions to be at the 3rd

position in November 2013.

BRAND VIBRANCY INDEX (BVI)

~The Jaguar F-Type Coupe making a debut at the Global Motor Show in Los Angeles and Tokyo and the

Jaguar Land Rover celebrating the production of the 1,000,000th Jaguar Land Rover vehicle at its

Halewood advanced manufacturing facility, drove positive mentions for the brand. Conversations around

these stories led to Jaguar becoming the most vibrant brand in November 2013.

~Toyota leveraged #WelcomeIndiasNo1 contest on Twitter, to promote the newly launched Toyota Innova

facelift. The activation saw high participation from people leading the brand to jump 10 positions, to be

at the 4th position by the Brand Vibrancy Index in November 2013.

MONTHLY SENTIMENT BY BRAND

~Tata Motors: Negative sentiment increased for Tata Motors. Tata Nano contributed to 70% of the

negative mentions for the brand.

~Nissan: Nissan saw an increase in positive mentions by 25% and a decrease in negative mentions by 4%

compared to October 2013 . These mentions were generated around ‘Ride Experience/Performance’,

‘Looks/Design’ and ‘Features’.

~Honda: Positive mentions witnessed an increase in November as compared to October. Honda City’s

upcoming January launch of the Honda City's diesel variant resulted in positive mentions for the brand.

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TOP CATEGORY

~SUV

~ SUV was the most mentioned category in November 2013.

~ SUVs from Nissan and Tata Motors had the highest share of positive mentions in November as

compared to October; Renault and Mahindra had the highest share of negative mentions.

~ Nissan Terrano had the highest share of mentions for ‘Customer Care/Service’, ‘Engine

Specification/Power’, ‘Features’, ‘Fuel Economy/Mileage’, ‘Looks/Design’ and ‘Ride

Experience’. ‘Features’ churned positive mentions with people appreciating the spaciousness

and the headlights of the vehicle. ‘Looks/Design’ also drew positive mentions as people

perceived it as the ‘real SUV’ comparing its design with the Renault Duster and the Ford

EcoSport.

~ SMALL HATCHBACK

~ ‘Looks/Design’ and ‘Features’ were not only the most mentioned but also most positively

mentioned themes in this category.

~ Tata Nano was the most mentioned nameplate in this category. ‘Features’ generated the

highest share of positive mentions as people appreciated the vehicle’s new interiors

followed by ‘Looks/Design’ as people appreciated the newly launched version of Tata Nano.

~ Positive mentions of Maruti Alto and its competitor, Hyundai EON were observed which

helped both the vehicles to jump up by the BVI rank in November 2013. The positive

mentions were around the vehicles being highly affordable, compact and fuel-efficient.

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TOP CATEGORY

~ BIG HATCHBACK

~ Tata Vista was the most mentioned vehicle in this category in November with maximum

positive mentions around ‘Features’ as people appreciated the spy shots of the 2014 version,

sporting projector headlights.

~ Fiat Grande Punto drove high positive mentions. ‘Looks/Design’, ‘Engine

Specification/Power’, ‘Ride Experience/Performance’ and ‘Customer Care/Service’ were the

themes which generated high positive mentions for the vehicle in this category.

~ EXECUTIVE SEDAN

~ The newly launched Skoda Octavia drove mentions for its ‘Features’. Positive mentions were

around ‘The Australasian New Car Assessment Program’ awarding Octavia a 5 star safety

rating.

~ Mentions by ‘Owners’ on Honda Civic’s poor performance while driving the vehicle

contributed to negative mentions for the category.

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TOP CATEGORY

~ MUV/MPV

~ Toyota Innova continued to be the highest contributor to the overall volume of mentions.

Toyota leveraged #WelcomeindiasNo1 contest on Twitter, to promote the newly launched

Toyota Innova facelift.

~ Nissan Evalia had high positive mentions under all themes. Nissan Evalia’s facelift with a new

front which was tested in China drove the highest positive mentions for the car under

‘Features’.

~ Nissan Evalia and Toyota Innova had the highest share of positive mentions in November

2013; Chevrolet Tavera had the highest share of negative mentions in this category.

~ MID-SIZE SEDAN

~ The 4th generation Honda City's diesel variant launch, scheduled in January drove mentions

for the brand in this category.

~ The positive mentions for the category Mid-size Sedan revolved around the ‘Looks/Design’

and ‘Ride Experience/Performance’ while its ‘Customer Care/Servicing’ drew the most

negative mentions.

~ Honda’s Amaze and City were both talked about positively in November 2013. They both

benefitted from the brand-led activation #HangoutwithHonda where people shared their

positive experiences with the vehicles.

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Rank

(Nov

2013)

Rank

(Oct

2013)

Top-5 Most Mentioned Brands Nov 2013

1 1 Tata Motors

2 9 Nissan

3 14 Honda

4 2 Toyota

5 3 Maruti Suzuki

Rank

(Nov

2013)

Rank

(Oct

2013)

Top-5 Most Vibrant Brands Nov 2013

1 Outlier Jaguar

2 3 Porsche

3 2 Audi

4 14 Toyota

5 11 BMW

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Rank Top-5 Most Mentioned

Nameplates – SUV

1 Nissan Terrano

2 Tata Safari

3 Mahindra Scorpio

4 Mahindra XUV 500

5 Ford EcoSport

Rank Top-5 Most Vibrant

Nameplates - SUV

1 Mahindra Thar

1 Maruti Suzuki Grand

Vitara

1 Nissan X-Trail

4 Nissan Terrano

5 Honda CR-V

Rank

Top-5 Most Mentioned

Nameplates – Small

Hatchback

1 Tata Nano

2 Maruti Suzuki Alto

3 Honda Brio

4 Maruti Suzuki A-Star

5 Hyundai Santro Xing

Rank

Top-5 Most Vibrant

Nameplates – Small

Hatchback

1 Chevrolet Beat

1 Hyundai EON

3 Maruti Suzuki Alto

4 Maruti Suzuki WagonR

5 Tata Nano

Rank


Nameplates – Mid size

Sedan

1 Honda City

2 Tata Indigo

3 Fiat Linea

4 Honda Amaze

5 Ford Fiesta

Rank


Nameplates – Big

Hatchback

1 Tata Vista

2 Fiat Grande Punto

3 Maruti Suzuki Ritz

4 Maruti Suzuki Swift

5 Ford Figo

Rank

Top-5 Most Vibrant

Nameplates – Mid size

sedan

1 Hyundai Accent

2 Honda City

3 Honda Amaze

3 Ford Fiesta

5 Fiat Linea

Rank

Top-5 Most Vibrant

Nameplates – Big

Hatchback

1 Skoda Fabia

1 Tata Vista

3 Hyundai i20

4 Fiat Grande Punto

5 Volkswagen Polo

SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK

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Rank


Nameplates –

Executive Sedan

1 Skoda Octavia

2 Honda Civic

3 Toyota Corolla Altis

4 Chevrolet Cruze

5 Volkswagen Jetta

Rank


Nameplates – MUV /

MPV

1 Toyota Innova

2 Tata Sumo

3 Maruti Suzuki Ertiga

4 Chevrolet Tavera

5 Mahindra Bolero

Rank


Nameplates – Sports

Cars

1 BMW Z4

2 Audi R8

3 Jaguar F-Type

4 Lamborghini Gallardo

5 Lamborghini Aventador

Rank


Nameplates – Luxury

Sedan

1 Mercedes C-Class

2 Honda Accord

3 Audi A4

4 BMW GT

5 BMW 5 Series

Rank

Top-5 Most Vibrant

Nameplates –

Executive Sedan

1 Skoda Laura

1 Chevrolet Cruze

1 Hyundai Elantra

4 Toyota Corolla Altis

5 Honda Civic

Rank

Top-5 Most Vibrant

Nameplates – MUV /

MPV

1 Nissan Evalia

1 Mahindra Xylo

1 Maruti Suzuki Eeco

4 Toyota Innova

5 Tata Sumo

Rank

Top-5 Most Vibrant

Nameplates – Sports

Cars

1 Jaguar F-Type

1 Nissan 370Z

1 Audi TT

1 Porsche 911

1 Ferrari FF

Rank

Top-5 Most Vibrant

Nameplates – Luxury

Sedan

1 Hyundai Sonata

1 Audi A6

1 Volkswagen Passat

1 BMW 3 Series

1 BMW 5 Series

EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN

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Nameplates – Premium

Hatchback

1 Volkswagen Beetle

2 MINI Cooper

3 Mercedes A-Class

4 MINI Cooper Convertible



SUV

1 Land Rover Range Rover

Sport

2 Porsche Cayenne

3 BMW X5

4 Toyota Land Cruiser

5 Audi Q7


Nameplates – Super

Luxury Sedan

1 BMW M

2 Porsche Panamera

3 Mercedes S-class

4 Rolls Royce Phantom

5 Audi A8


Nameplates – Hybrid /

Green

1 Toyota Prius

2 Mahindra Reva

3 Toyota Camry Hybrid



Hatchback

1 Volkswagen Beetle

2 Mercedes A-Class



SUV

1 BMW X3

1 Toyota Land Cruiser

1 Audi Q5

1 Audi Q3

1 Mercedes M-Class

Rank Top-5 Most Vibrant –

Super Luxury Sedan

1 Mercedes S-class

1 Porsche Panamera

1 BMW 7 Series

1 Jaguar XF

1 Audi A8


Nameplates – Hybrid /

Green

1 Mahindra Reva

2 Toyota Prius

PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN

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By % change

in volume of

mentions

BRAND NAME % difference from

previous month

Top gainer Honda +207%

Top loser Land Rover -94%

By rank BRAND NAME Difference in rank

Top gainer Honda +11

Top loser Land Rover -15

Tata Motors: Tata Motors continued to be the most

mentioned brand on social media in November 2013.

High mentions for the brand were due to brand-led

activations such as #TataSafarion24, #Mission24

contests by Tata Safari and the

#NanoAwesomenessLive contest by Tata Nano which

witnessed high participation thereby driving

conversations.

Nissan: Nissan climbed 7 positions to be at the 2nd

position and Honda climbed 11 positions to be at the

3rd position in November2013. The high mentions for

Nissan were contributed by the #PowerfulPresence

contest by Nissan Terrano

Honda: The upcoming January launch of the Honda

City's diesel variant drove mentions for Honda

Rank in

Nov 2013 (Oct 2013) BRAND NAME Nov-13 Oct-13

% difference in

volume of mentions

1 (1) Tata Motors 18,597 16,140 15%

2 (9) Nissan 14,528 4,887 197%

3 (14) Honda 9,663 3,143 207%

4 (2) Toyota 9,160 9,088 1%

5 (3) Maruti Suzuki 8,708 8,361 4%

6 (4) Ford 6,966 7,657 -9%

7 (7) Audi 6,911 5,501 26%

8 (8) Ferrari 5,014 5,044 -1%

9 (5) Mercedes-Benz 4,131 7,118 -42%

10 (16) Mahindra 3,595 2,707 33%

11 (12) Fiat 3,588 3,818 -6%

12 (10) Hyundai 3,567 4,607 -23%

13 (13) Volkswagen 2,714 3,212 -16%

14 (17) Porsche 2,641 1,867 41%

15 (21) Jaguar 1,910 1,082 77%

16 (6) Renault 1,741 5,610 -69%

17 (18) BMW 1,388 1,512 -8%

18 (11) Skoda 1,374 3,858 -64%

19 (19) Chevrolet 969 1,419 -32%

20 (22) Rolls Royce 782 859 -9%

21 (24) Lamborghini 722 746 -3%

22 (28) MINI 604 271 123%

23 (23) Mitsubishi 552 826 -33%

24 (20) Bentley 524 1,286 -59%

25 (25) Bugatti 433 670 -35%

26 (26) Aston Martin 402 625 -36%

27 (30) Force Motors 264 172 53%

28 (32) Datsun 250 117 114%

29 (27) Volvo 216 575 -62%

30 (15) Land Rover 170 2,738 -94%

31 (29) Ssangyong 80 190 -58%

32 (31) Maybach 52 153 -66%

33 (33) Maserati 46 74 -38%

34 (35) Premier 7 17 -59%

35 (34) Hindustan Motors 6 68 -91%

36 (36) San 1 1 0%

November 2013 October 2013

Brand name Positive Neutral Negative Positive Neutral Negative

Tata Motors 57% 12% 31% 66% 22% 12%

Nissan 75% 7% 17% 50% 29% 21%

Honda 68% 12% 20% 50% 23% 27%

Toyota 89% 0% 11% 46% 23% 31%

Maruti Suzuki 48% 20% 32% 50% 22% 28%

Ford 50% 17% 33% 50% 36% 14%

Audi 84% 9% 6% 82% 14% 5%

Ferrari 67% 33% 0% 50% 50% 0%

Mercedes-Benz 54% 27% 19% 86% 14% 0%

Mahindra 39% 21% 40% 45% 38% 17%

Fiat 60% 13% 27% 67% 20% 13%

Hyundai 64% 8% 28% 62% 26% 13%

Volkswagen 61% 7% 31% 39% 32% 30%

Porsche 87% 13% 0% 71% 29% 0%

Jaguar 100% 0% 0% 86% 14% 0%

Renault 54% 7% 40% 35% 51% 14%

BMW 74% 17% 9% 38% 59% 3%

Skoda 71% 0% 29% 22% 67% 11%

Chevrolet 70% 10% 20% 18% 45% 36% 16

Tata Motors: Tata Nano was the highest contributor of

mentions for Tata Motors. While 13% of the Nano mentions

were positive, a 36% of the mentions were negative in

sentiment. The negative mentions were around the overall

brand perception of the Nano.

Nissan: ‘Features’ was the key driver of positive mentions

for Terrano with people appreciating the spaciousness and

the headlights of the vehicle. ‘Looks/Design’ also drew

positive mentions as people perceived it as the ‘real SUV’

comparing its design with the Renault Duster and the Ford

EcoSport

Honda: The positive mentions were primarily around the

Twitter contest #hangoutwithhonda - an initiative by

Honda to connect with auto enthusiasts and motoring fans

* Arrow sign shows the impact of the shift in sentiment compared to previous month

17 All content copyright Scenario Consulting Pvt. Ltd.

~ The report currently considers 37 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 November 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

Hatchback

Small hatchback

Big hatchback

Premium hatchback

Sedan

Mid-size sedan

Executive sedan

Luxury sedan

Super luxury sedan

SUV/MUV/LMV and offroad

SUV & offroad

Premium SUV

MUV/MPV

Other Sports car

Hybrid/Green

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∼ 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.

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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 [email protected] 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 [email protected]

www.blogworks.in

21 All content copyright Scenario Consulting Pvt. Ltd.

Blogworks india auto social index November 2013_Abridged Version

Automotive

real suv comparing

brand vibrancy

drew positive

class rank

social media

tata motors

customer careservice

high mentions