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http://socialmedia.alterian.com/ With the recession beginning to taper off, budget-conscious consumers are demanding a little taste of the good life. Now, entry-level luxury cars are one of the hottest growing segments in the U.S. automotive market, as evidenced by the number of luxury car advertisements during the holiday season and the Super Bowl. The Luxury Automotive Hot Topic is a head-to-head comparison of some of the top, entry-level luxury car models like the Chrysler 200, BMW 3 Series and the Lexus IS. Which entry-level luxury cars are making the biggest splash? Which luxury brand’s advertisements have the most impact on their audience?
Citation preview
Crowning the King of Luxury Cars
Presented By: Jim Reynolds
Strategic Account Manager – SM2
@jimmyrey
Search Setup In Alterian SM2
Brands Monitored:
• Acura
• Audi
• BMW
• Cadillac
• Chrysler
• Infiniti
• Lexus
• Lincoln
• Mercedes-Benz
* Locations / Languages: All Countries & Languages
for Brands & USA and English Only for Models
Models Monitored:
• Acura TL
• Audi A4
• BMW 3 Series
• Cadillac CTS
• Chrysler 200
• Infiniti G37
• Lexus IS
• Lincoln MKZ
• Mercedes-Benz C Class
Daily Volume – All Brands
Analysis
• Total of 233k social media mentions
• Volume of conversation increases 10x during Super Bowl
• 2nd Largest spike is day after Super Bowl
Share of Voice Total – Brands
Analysis • 35% Media Types -
Other (Primarily mainstream media sites and publications)
• 22% Microblogs (Twitter etc.)
• 20% Message Boards (Automotive Centric forums & boards)
• 13% Blogs (Key Auto Blogs)
Daily Volume – Models
Analysis
• Total of 28k social media mentions that are specific to car model
• Volume of conversation spikes during release of new models at auto shows & Super Bowl commercials
Share of Voice Total – Models
Analysis • 30% Media Types
Other (Primarily mainstream media sites and publications)
• 18 – 20% Microblogs & Blog & Message Board Forums
• 5% Video/Photo Sharing & Social Networks
Automaker Deep Dive
Chrysler Deep Dive
Analysis • Conversation primarily focused around “Imported from Detroit” • Gender led by Males • 18 – 24 largest group discussing Chrysler
Chrysler 200 Deep Dive
Analysis • Top sites discussing Chrysler 200 are primarily sales sites and dealers, with limited community discussions • Sentiment generally positive, driven mostly by “Imported from Detroit” Ad
Cadillac Deep Dive
Analysis • Cadillac conversations are more lifestyle driven than other auto manufactures, with limited model discussion • Gender is majority male • 25-34 is largest age group followed by 35-49
Cadillac CTS Deep Dive
Analysis • Multiple communities / forums active in Cadillac CTS chatter, with limited dealer conversations • Sentiment is mixed, though positive
Lincoln Deep Dive
Analysis • Conversations about Lincoln discuss Advertising and Mercury (a retiring brand), chatter about models is very low • Gender is Majority Male • Over 50 is largest age group, followed by 25 to 34
Lincoln MKZ Deep Dive
Analysis
• Discussion around the MKZ is rather limited, mostly focused around dealer conversations, with limited green/eco chatter
• Highest percentage of positive opinion of any model monitored
BMW Deep Dive
Analysis • Conversations around BMW, are primarily focused around the brand as well as features with secondary chatter
around advertising • Gender is primarily male • 18 – 24 is the largest age group
BMW 3 Series Deep Dive
Analysis • Discussion around the 3-Series is driven by communities; of the top 10 sources, 5 are dedicated sites for BMW
owners • Sentiment is mostly positive
Audi Deep Dive
Analysis • Conversations around Audi are mostly about their Super Bowl commercial and direct comparisons to other models • Gender is primarily male • 25-34 is the largest age group, followed closely by 18-24
Audi A4 Deep Dive
Analysis • Discussions around Audi are very similar, except for the Dupont Registry Chatter not seen with any other model • Sentiment is the highest of any German automaker
Mercedes-Benz Deep Dive
Analysis • Conversations around Mercedes-Benz were primarily focused on their Super Bowl Ad, with next to no mentions of
models • Gender is predominately male • 25-35 is the largest age group
Mercedes-Benz C Class Deep Dive
Analysis • Unlike other German Auto Makers, conversations are dealer driven • Sentiment is mostly positive, but Mercedes Benz had the most negative of all German Auto Makers due to feedback
on Super Bowl advertising
Acura Deep Dive
Analysis • Unlike nearly all other manufactures the conversations about Acura were focused on their models & technology vs.
advertising efforts • Gender is primarily Male • Largest age group is 25 -34, followed by 35- 49, making Acura the 2nd most mature audience
Acura TL Deep Dive
Analysis • Discussions are equally balanced for Acura across forums, dealers and blogs • Sentiment is nearly split due to social media feedback on their recent update to the 2012 TL
Lexus Deep Dive
Analysis • Conversations about Lexus are about commercials and Christmas advertising, with secondary chatter about
technology • Lexus is the only manufacturer that has more women discussing than males • 25 – 34 is the largest age group, followed by 18-24
Lexus IS Deep Dive
Analysis • Surprisingly, discussions around Lexus don’t have more community involvement and are mostly dealer driven • Sentiment about Lexus is mostly positive and highest amongst Japanese models by .1%
Infiniti Deep Dive
Analysis • Conversations around Infiniti are interesting. They are the only auto maker to have their previous models discussed
(G35 & i35), followed by their back up warning system • Gender is primarily Male • Age is nearly equal across all groups, with smallest percentage identified amongst all auto makers
Infiniti G37 Deep Dive
Analysis • Discussions are primarily dealer driven with overlapping BMW discussions • Sentiment is mostly positive
Automaker & Model
Rankings
Ranking the Brands - Totals
Analysis • Chrysler - 19% • BMW - 17.03% • Mercedes-Benz - 17% • Audi - 15% • Lincoln - 12% • Lexus - 8% • Cadillac - 5% • Acura - 2.9% • Infiniti - 2.7%
Ranking The Brands - Trend
Analysis • European manufacturers were discussed the most - by a large margin - pre-Super Bowl • The Domestics get a huge push from Chrysler and continue to challenge Europeans post
Super Bowl • Asian Manufacture chatter is consistent and flat
Ranking the Models - Totals
Analysis • Chrysler 200 - 34% • Cadillac CTS - 21% • Audi A4 - 10.3% • BMW 3 Series - 10.2% • Acura TL - 8.4% • Mercedes-Benz C-Class
8% • Lincoln MKZ - 3% • Lexus IS - 2% • Infiniti G37 - 1.7%
Ranking The Models - Trend
Analysis • The Chrysler 200 has had consistent peaks higher than other Luxury Cars • The Cadillac CTS has had a similar pattern due the auto show circuit and very active community
members • 2nd largest spike in the data set was focused around the TL redesign at the Chicago Auto Show
Summary
• Like most we were shocked and impressed by Chrysler. Initially we questioned
whether the 200 could hold its own against more traditional Luxury car
manufactures; they proved us wrong. Hopefully, they can transition this momentum
into community growth like BMW or Cadillac
• As shown by the demographics the majority of the audience is male and other than
Lexus a minority are discussing these manufactures or models publically. This
could be an opportunity.
• Feel free to view the Social Analytics dashboards for yourself
Acura: http://bit.ly/HotTopicAcura Chrysler: http://bit.ly/HotTopicChrysler
Lexus: http://bit.ly/HotTopicLexus Cadillac: http://bit.ly/HotTopicCadillac
Infiniti: http://bit.ly/HotTopicInfiniti Lincoln: http://bit.ly/hottopicLincoln
AUDI: http://bit.ly/HotTopicAudi BMW: http://bit.ly/HotTopicBMW
Mercedes Benz: http://bit.ly/HotTopicBenz
THANK YOU!
Please contact us with any questions:
Jim Reynolds: [email protected]
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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