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Blogworks IndiaAuto Social Index - September 2013

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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, …

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.

Published in: Automotive, Sports

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  • 1. IndiaAuto Social Index September 2013 #indiautosocial All content copyright Scenario Consulting Pvt. Ltd.
  • 2. 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
  • 3. INDEX brand and category leaders most mentioned brands blogworks vibrancy index buzz vs sales monitor attributes and nameplates by categories channels and channel behaviour LEADERBOARD BUZZ CATEGORY CHANNELS BRAND DASHBOARD 07 12 18 52 57 monitor health on the web through the brand dashboards
  • 4. EXECUTIVE SUMMARY MOST MENTIONED BRAND ~ With the launch of the facelifted Innova, Toyota emerged as the most mentioned brand in September 2013. ~ Tata Motors continued to stay at the 2nd position. The brand mentions were because of the launch of Tata Nano with diesel engine. ~ Hindustan Motors witnessed a 588% jump in volume of mentions generated by the Ambassador Encore diesel taxi. It was the top gainer in terms of rank. MONTHLY SENTIMENT BY BRAND ~ Toyota: Launch of the facelifted Toyota Innova contributed a significant 41% to the positive mentions for the brand. The positive mentions were primarily around the extensive use of chrome which gave the car a premium look. Different auto magazines which featured reviews of the facelifted Innova were widely shared. ~ Tata Motors: Negative sentiment increased and positive sentiment decreased for Tata Motors. Tata Nano and Tata Aria contributed the most to the negative sentiment. News of launch of Tata Nano with diesel engine received negative feedback from people for the rising prices of diesel. Price of Tata Aria in comparison to other vehicles in the same segment contributed to negative mentions. BRAND VIBRANCY INDEX (BVI) Jaguar and Bentley emerged as the most vibrant brands in September 2013. 5
  • 5. EXECUTIVE SUMMARY BUZZ V/S SALES The section shows social metrics, consumer sentiment and sales data. CONVERSATION MAKER OF THE MONTH ~ There was no conversation maker in September 2013. TOP CATEGORY ~ By total mentions, Mid-size sedan emerged as the most talked-about category. Toyota Etios launching the limited edition of Etios Xclusive contributed to buzz for Toyota Etios in the Mid-size sedan segment. ~ By Brand Vibrancy Index, Hybrid/ Green cars was the most vibrant category in September 2013. Positive mentions around Toyota Camry Hybrid helped Hybrid/Green segment to move up to the 1st position in September 2013. CHANNEL BEHAVIOUR BY CATEGORY An in-depth look into which channels the conversations are taking place on, and how we can categorise the participants according to whether they are Spectators, Owners, Experts, Prospects, Media, Online Influencers or Bloggers. 6
  • 6. brand and category leaders LEADERBOARD 07
  • 7. LEADERBOARD SUV Rank SMALL HATCHBACK Top-5 Most Mentioned Nameplates - SUV MID SIZE SEDAN BIG HATCHBACK Top-5 Most Mentioned Rank Nameplates – Small Hatchback Top-5 Most Mentioned Rank Nameplates – Mid size Sedan Top-5 Most Mentioned Rank Nameplates – Big Hatchback 1 Tata Aria 1 Tata Nano 1 Toyota Etios 1 Ford Figo 2 Renault Duster 2 Hyundai Grand i10 2 Fiat Linea 2 Fiat Grand Punto 3 Nissan Terrano 3 Hyundai i10 3 Tata Manza 3 Tata Vista 4 Ford EcoSport 4 Maruti Suzuki Alto 4 Honda City 4 Maruti Suzuki Swift 5 Mahindra Scorpio 5 Honda Brio 5 Renault Scala 5 Tata Indica Rank Top-5 Most Vibrant Nameplates - SUV Top-5 Most Vibrant Rank Nameplates – Small Hatchback Top-5 Most Vibrant Rank Nameplates – Mid size sedan 1 Tata Safari 1 Hyundai EON 1 Maruti Suzuki Swift Dzire 1 Maruti Suzuki XA Alpha 1 Maruti Suzuki WagonR 1 Nissan Sunny 3 Nissan X-Trail 3 Hyundai Grand i10 1 4 Nissan Terrano 4 Honda Brio 5 Toyota Fortuner 5 Hyundai Santro Xing Top-5 Most Vibrant Rank Nameplates – Big Hatchback 1 Skoda Fabia 1 Maruti Suzuki Ritz Hyundai Verna 3 Honda Jazz 4 Honda City 4 Tata Indica 5 Tata Manza 5 Toyota Etios Liva 9
  • 8. LEADERBOARD EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN Top-5 Most Mentioned Rank Nameplates – Executive Sedan Top-5 Most Mentioned Rank Nameplates – MUV / MPV Top-5 Most Mentioned Rank Nameplates – Sports Cars Top-5 Most Mentioned Rank Nameplates – Luxury Sedan 1 Skoda Octavia 1 Toyota Innova 1 Lamborghini Aventador 1 Toyota Camry 2 Honda Civic 2 Maruti Suzuki Ertiga 2 Audi R8 2 Skoda Superb 3 Toyaota Corolla Altis 3 Tata Sumo 3 Lamborghini Gallardo 3 Audi A4 4 Maruti Suzuki SX4 4 Chevrolet Tavera 4 Porsche 911 4 Honda Accord 5 Skoda Laura 5 Mahindra Bolero 5 Land Rover Range Rover Sport 5 Audi A6 Top-5 Most Vibrant Rank Nameplates – Executive Sedan Top-5 Most Vibrant Rank Nameplates – MUV / MPV Top-5 Most Vibrant Rank Nameplates – Sports Cars Top-5 Most Vibrant Rank Nameplates – Luxury Sedan 1 Hyundai Elantra 1 Toyota Innova 1 Jaguar F-Type 1 Toyota Camry 1 Maruti Suzuki SX4 2 Maruti Suzuki Ertiga 1 Porsche 911 1 Mercedes E-class 3 Skoda Laura 3 Mahindra Xylo 1 Mercedes SLS-Class 1 Audi A4 4 Honda Civic 3 Mahindra Bolero 1 Audi R8 1 Mercedes C-Class 5 Skoda Octavia 5 Tata Sumo 1 Audi TT 5 Skoda Superb 10
  • 9. LEADERBOARD PREMIUM HATCHBACK PREMIUM SUV Rank Nameplates – Premium Rank Nameplates – Super Top-5 Most Mentioned Rank Nameplates – Hybrid / Luxury Sedan SUV Hatchback HYBRID/GREEN Top-5 Most Mentioned Top-5 Most Mentioned Top-5 Most Mentioned Rank Nameplates – Premium SUPER LUXURY SEDAN Green 1 Volkswagen Beetle 1 Land Rover Range Rover 1 Mercedes S-class 1 Toyota Camry Hybrid 2 Mercedes A-Class 2 Audi Q7 2 Audi A8 2 Mahindra Reva 3 Audi Q3 3 Jaguar XJ 3 Toyota Prius 4 Toyota Land Cruiser 4 Bentley Continental GT 4 BMW i3 5 Porsche Cayenne 5 Porsche Panamera Rank Top-5 Most Vibrant Nameplates – Premium Hatchback Top-5 Most Vibrant Rank Nameplates – Premium SUV Top-5 Most Vibrant – Rank Super Luxury Sedan Top-5 Most Vibrant Rank Nameplates – Hybrid / Green 1 Mercedes A-Class 1 Audi Q3 1 Jaguar XJ 1 Toyota Camry Hybrid 2 Volkswagen Beetle 1 Porsche Cayenne 1 Bentley Continental GT 1 Toyota Prius 1 Toyota Land Cruiser 1 Jaguar XK 1 Mahindra Reva 1 Audi Q7 1 Audi A7 1 Jaguar XF 5 11
  • 10. most mentioned brands monthly sentiment by brand brand vibrancy index BUZZ buzz vs sales 12
  • 11. MOST MENTIONED BRANDS Rank in Sep 2013 (Aug 2013) BRAND NAME % difference in volume of mentions Sep-13 Aug-13 1 (3) Toyota 11480 12029 -5% 2 (2) Tata Motors 9426 14103 -33% 3 (5) Ford 6599 9070 -27% 4 (4) Audi 5932 10651 -44% 5 (10) Hyundai 5163 4222 22% 6 (1) Nissan 4822 15828 -70% 7 (8) Mercedes-Benz 4388 5255 -16% 8 (7) Volkswagen 4253 5545 -23% 9 (6) Maruti Suzuki 4176 7437 -44% 10 (11) Fiat 4083 3574 14% 11 (13) Renault 2894 2954 -2% 12 (12) Honda 2833 2989 -5% 13 (16) Porsche 2606 1810 44% 14 (14) Skoda 2503 2641 -5% 15 (15) Mahindra 2412 2423 0% 16 (20) Jaguar 1941 1249 55% 17 (22) Bentley 1166 703 66% 18 (21) Lamborghini 1040 719 45% 19 (-) Rolls Royce 1037 1513 -31% 20 (19) Chevrolet 927 1304 -29% 21 (24) Land Rover 634 560 13% 22 (23) Mitsubishi 498 604 -18% 23 (17) BMW 484 1727 -72% 24 (27) Aston Martin 357 303 18% 25 (-) Datsun 278 - By % change in volume of mentions % difference from previous month BRAND NAME Top gainer Hindustan Motors +588% Top loser Bugatti -93% 26 (30) Force Motors 273 252 8% 27 (28) Volvo 241 300 -20% 28 (33) Hindustan Motors 179 26 588% 29 (29) SsangYong Motor 162 257 -37% Top gainer Hindustan Motors +6 30 (32) Maserati 66 32 106% Top loser BMW -11 31 (25) Bugatti 37 532 -93% 32 (34) Premier 9 15 -40% 33 (31) Maybach 2 1 100% By rank BRAND NAME Difference in rank 13
  • 12. MONTHLY SENTIMENT BY BRAND – SEPTEMBER 2013 September 2013 Brand name Toyota Tata Motors Ford Audi Hyundai Nissan Mercedes-Benz Volkswagen Maruti Suzuki Fiat Renault Honda Porsche Skoda Mahindra Jaguar Bentley Lamborghini Rolls Royce Chevrolet Land Rover Mitsubishi Aston Martin Datsun Force Motors Volvo Hindustan Motors BMW Ssangyong Maserati Bugatti Positive 82% 52% 25% 90% 67% 63% 83% 42% 62% 36% 53% 80% 83% 66% 61% 100% 100% 85% 100% 50% 100% 100% 0% 0% 40% 0% 0% 0% 0% 50% 0% August 2013 Neutral 8% 25% 11% 3% 27% 26% 17% 23% 24% 51% 37% 15% 17% 21% 16% 0% 0% 15% 0% 10% 0% 0% 0% 100% 20% 0% 100% 0% 0% 0% 0% Negative 10% 23% 63% 7% 7% 12% 0% 35% 14% 13% 11% 5% 0% 13% 23% 0% 0% 0% 0% 40% 0% 0% 0% 0% 40% 0% 0% 0% 0% 0% 0% Positive 63% 53% 50% 80% 69% 52% 43% 62% 46% 61% 37% 69% 81% 50% 50% 100% 100% 100% 100% 59% 75% 50% 100% 0% 14% 67% 0% 59% 100% 50% 100% Neutral 24% 27% 26% 15% 22% 30% 52% 18% 30% 17% 35% 15% 19% 32% 13% 0% 0% 0% 0% 18% 20% 0% 0% 0% 71% 0% 0% 31% 0% 0% 0% Negative 12% 20% 24% 4% 9% 17% 4% 20% 24% 22% 28% 15% 0% 18% 38% 0% 0% 0% 0% 24% 5% 50% 0% 0% 14% 33% 0% 10% 0% 0% 0% Toyota: Launch of the facelifted Toyota Innova contributed to 41% of the positive mentions. Auto magazines like ODMag, Car Trade, RushLane featured reviews of the same which were widely shared. ~ Toyota Camry Hybrid was second in line in terms of generating positive sentiment with opinions of it being luxury that is value for money. Tata Motors: Negative sentiment increased and positive sentiment decreased for Tata Motors. ~ Tata Nano and Tata Aria contributed the most to the negative sentiment. News of launch of Tata Nano with diesel engine received negative feedback from people for the rising prices of diesel. ~ Price of Tata Aria in comparison to other vehicles in the same segment contributed to negative mentions. Ford: Ford recalling 1.66 lakh vehicles of Ford Figo and Ford Classic to fix steering problem contributed to negative mentions in September 2013. * Arrow sign shows the impact of the shift in sentiment compared to previous month 14
  • 13. BRAND VIBRANCY INDEX (BVI) or SOCIAL SENTIMENT SCORE Rank in Sep Rank in Aug Row Labels 2013 2013 Score by BVI in Sep 2013 Inspired by the Net Promoter Score, Brand Vibrancy Index = (% of positive mentions) – (% of negative mentions) Score by BVI in Aug 2013 1 - Jaguar 1.00 - 1 - Bentley 1.00 - 3 - Lamborghini 0.85 - 4 3 Porsche 0.83 0.81 4 10 Mercedes-Benz 0.83 0.39 4 4 Audi 0.83 0.76 7 6 Honda 0.75 0.54 8 7 Toyota 0.71 0.51 9 5 Hyundai 0.60 0.6 10 15 Skoda 0.53 0.32 11 13 Nissan 0.51 0.35 12 17 Maruti Suzuki 0.47 0.22 13 19 Renault 0.42 0.09 14 15 Mahindra 0.38 - 15 14 Tata Motors 0.29 0.34 16 11 Fiat 0.22 0.39 17 9 Volkswagen 0.07 0.42 18 16 Ford -0.38 0.26 Note - Rolls-Royce, Chevrolet, Landrover, Mitsubishi, Aston Martin, Datsun, Force Motors, Volvo, Hindustan Motors, BMW, Ssangyong, Maserati, Bugatti, Premier and Maybach were outliers in Septembr 2013. Increase in volume under Jaguar, Bentley and Lamborghini ~ Jaguar: Jaguar F-Type Coupe’s unveiling at the upcoming Frankfurt Motor Show 2014 and people talking about Ftype’s looks contributed to increase in mentions and sentiment for Jaguar. ~ Bentley: News of Bentley to launch a budget entry level car for the Asian market helped the brand to appear at the 1st position by the Brand Vibrancy Index. Also, Bentley Continental GT V8 had the highest positive mentions within the brand. ~ Lamborghini: Mentions of Lamborghini Aventador increased in September 2013. #FavCar asking people about their favorite cars contributed to the positive mentions for the vehicle. ~ Mercedes-Benz: Jumped to the 4th position from the 10th position by the Brand Vibrancy Index. Mercedes-Benz showing S-Class Coupe at 2013 Frankfurt Motor Show contributed to the positive mentions for the brand. In September 2013, there were no negative mentions for Mercedes-Benz. 15
  • 14. BUZZ, SENTIMENT AND SALES COMPARISON FOR 14 BRANDS WHOSE SALES DATA WAS AVAILABLE Brand September August 2013 2013 September August brand brand Volume Sentiment September August Sales 2013 2013 difference sentiment sentiment difference 2013 Sales 2013 Sales difference mentions mentions (overall (overall average) * average) * Toyota 11,480 12,029 -5% 2.72 2.51 8% 12,015 12,007 0% Tata Motors 9,426 14,103 -33% 2.29 2.34 -2% 12,839 11,564 11% Ford 6,599 9,070 -27% 1.62 2.26 -28% 10,640 8,008 33% Hyundai 5,163 4,222 22% 2.60 2.60 0% 30,601 28,311 8% Nissan 4,822 15,828 -70% 2.51 2.35 7% 2,350 2,494 -6% Volkswagen 4,253 5,545 -23% 2.07 2.42 -14% 4,512 4,805 -6% Maruti Suzuki 4,176 7,437 -44% 2.48 2.22 12% 90,399 76,018 19% Fiat 4,083 3,574 14% 2.23 2.39 -7% 1,086 1,003 8% Renault 2,894 2,954 -2% 2.42 2.09 16% 4,822 3,733 29% Honda 2,833 2,989 -5% 2.75 2.54 8% 10,354 8,913 16% Skoda 2,503 2,641 -5% 2.53 2.32 9% 1,439 1,374 5% Mahindra 2,412 2,423 0% 2.39 2.13 12% 18,916 15,821 20% Chevrolet 927 1,304 -29% 2.10 2.35 -11% 7,048 6,673 6% Mitsubishi 498 604 -18% 3.00 2.00 50% 170 173 -2% * 1 = Negative, 2 = Neutral, 3= Positive Note - The sales figures were obtained from the respective brand’s monthly sales press releases. 16
  • 15. INSIGHTS TO PROVOCATIONS 82)#"&0&()#%"#()1)'(92# www.blogworks.in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
  • 16. top categories: rank by total mentions rank by brand vibrancy index (bvi) CATEGORY 18
  • 17. TOP CATEGORIES Top Gainer +3>D13)#<)>'4.#Luxury Sedan Top Gainer +XYW+ZY# Top Loser Premium SUV Top Loser Z():3&:#['092='9E# Rank by total mentions Sep 2013 Rank Aug 2013 Categories Rank Rank by BVI Sep-2013 Aug-13 Sep 2013 Rank Aug 2013 Row Labels Rank Sep-2013 Aug-13 1 3 Mid-size Sedan 8,835 7,482 1 4 Hybrid/Green 1.00 0.58 2 1 SUV 8,073 18,710 2 1 Sports Car 0.84 0.98 3 2 Small Hatchback 7,680 12,076 3 5 Premium SUV 0.82 0.58 4 4 Big Hatchback 6,366 7,246 4 2 Super Luxury Sedan 0.82 0.82 5 6 MUV/MPV 3,783 2,938 5 10 MUV/MPV 0.79 0.25 6 7 Sports Car 2,528 2,549 6 6 Luxury Sedan 0.76 0.56 7 8 Executive Sedan 2,206 2,395 7 3 Premium Hatchback 0.58 0.74 8 10 Luxury Sedan 1,616 1,426 8 9 Executive Sedan 0.54 0.33 9 9 Hybrid/Green 1,443 1,615 9 7 Mid-size Sedan 0.46 0.53 10 11 Super Luxury Sedan 1,204 1,424 10 8 Small Hatchback 0.43 0.39 11 5 Premium SUV 1,081 4,849 11 12 SUV 0.25 0.15 12 12 Premium Hatchback 528 995 12 11 Big Hatchback 0.05 0.22 ~ Toyota’s launch of the limited edition of the Etios Xclusive contributed to buzz for the brand. This contributed to the increase in volume of mentions for the Mid-size sedan segment. ~ Mentions around Nissan Terrano decreased significantly in September 2013. This was the major reason for decrease in mentions for the SUV category. ~ Positive mentions around Toyota Camry Hybrid helped Hybrid/Green segment to move up to the 1st position in September 2013. 19
  • 18. SUV top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary - SUV attributes & sentiment channel behaviour & author type 20
  • 19. TOP NAMEPLATES BY CATEGORY > SUV Top Gainer Nissan X-Trail Top Gainer +301&=312#Z'])(%#<A%(0.#+'(&?#<&&E3#^/#/7A2'# Top Loser Nissan Terrano, Mahindra XUV 500, Skoda Yeti Top Loser +'(&?#<&&E3#-$A1$# Rank by total mentions Rank by BVI Volume Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 BVI score Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 1 10 Tata Aria 1197 126 1 16 Mitsubish Pajero Sport 1.00 0.00 2 2 Renault Duster 1143 1692 1 1 Tata Safari 1.00 1.00 3 1 Nissan Terrano 1040 12297 1 16 Maruti Suzuki XA Alpha 1.00 0.00 4 3 Ford EcoSport 991 1255 4 1 Nissan X-Trail 0.80 1.00 5 4 Mahindra Scorpio 718 832 5 13 Nissan Terrano 0.68 0.18 6 7 Toyota Fortuner 631 332 6 9 Toyota Fortuner 0.57 0.71 7 5 Mahindra XUV 500 584 592 7 12 Skoda Yeti 0.55 0.29 8 6 Skoda Yeti 514 416 8 1 Maruti Suzuki Gypsy 0.50 1.00 9 8 Force Motors One 273 252 9 23 Mahindra Scorpio 0.44 -0.13 10 21 Nissan X-Trail 205 32 10 22 Renault Duster 0.40 -0.03 ~ Tata showcasing the modified Aria in the Indonesia show contributed to the increase in mentions for the vehicle. This resulted in the brand to jump from the 10th position to the 1st position in terms of total mentions. ~ Nissan X-Trail getting revealed at the Frankfurt motor show contributed to the jump in rank by mentions to the 10th position from the 21st position in September 2013. ~ Mentions around the Maruti Suzuki XA Alpha increased in September 2013. The XA Alpha concept debuting in the Frankfurt Auto Expo contributed to the buzz. The vehicle being made in India and a competition to the Ford EcoSport, was appreciated. People spoke positively about the vehicle’s Looks/Design. 21
  • 20. CATEGORY SUMMARY > SUV  Nissan Terrano had maximum positive mentions across all vehicles in the SUV segment in September 2013. Ford EcoSport, with issues relating to timely delivery of pre-booked vehicles, contributed the most to negative mentions in September 2013 in the SUV segment.  Nissan Terrano’s Looks/Design drew positive sentiment in September 2013. People following @Nissan_India on Twitter, widely shared a review of the vehicle review published on nissanterrano.in. While sharing, people also affirmed that the vehicle has good Looks/Design.  Looks/Design was the most mentioned theme under the segment. This was lead by positive mentions around the Ford EcoSport. Mahindra XUV 500, Maruti Suzuki XA Alpha and Nissan Terrano were some other contributors to positive mentions under this theme.  Ford EcoSport also led the negative mentions under Customer Service for delay in delivery issues. Customer Service was the second least mentioned theme in this category. 22
  • 21. SMALL HATCHBACK top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – small hatchback attributes & sentiment channel behaviour by author type 24
  • 22. TOP NAMEPLATES BY CATEGORY > SMALL HATCHBACK Top Gainer Datsun Go Top Gainer Honda Brio Top Loser Hyundai EON Top Loser Chevrolet Spark Rank by total mentions Rank by BVI Volume Sep 2013 Rank Aug 2013 Rank Brand name BVI score Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 1 1 Tata Nano 3,132 6697 1 5 Hyundai EON 1 0.43 2 2 Hyundai Grand i10 1,796 1214 1 3 Maruti Suzuki WagonR 1 0.58 3 7 Hyundai i10 628 284 3 2 Hyundai Grand i10 0.71 0.68 4 4 Maruti Suzuki Alto 568 974 4 10 Honda Brio 0.45 0 5 9 Honda Brio 545 225 5 8 Tata Nano 0.42 0.37 6 3 Maruti Suzuki WagonR Stingray 297 1106 6 1 Chevrolet Spark 0.33 1 7 8 Hyundai Santro Xing 139 262 6 9 Maruti Suzuki WagonR Stingray 0.33 0.23 8 - Datsun Go 125 6 6 Hyundai Santro Xing 0.33 0.4 9 5 Hyundai EON 112 362 9 7 Hyundai i10 0.31 0.38 10 12 Chevrolet Spark 107 129 9 13 Maruti Suzuki Alto 0.31 -0.11 ~ Though the mentions around Tata Nano decreased in September 2013, it continued to lead this category of vehicles in September 2013. ~ 10,000 Hyundai Grand i10 booked in 20 days contributed to the increase in buzz for the vehicle. ~ Hyundai discontinuing all the high-end variants of the i10 since its prices were similar to the grand i10, contributed to higher mentions and jump in rank from the 7th position to the 3rd position for Hyundai i10 in September 2013. ~ Honda announcing limited edition of Brio contributed to increase in mentions for the vehicle in September 2013. This also helped the vehicle to jump to the 4th position by the Brand Vibrancy Index in September 2013 from the 10th position in August 2013. 25
  • 23. CATEGORY SUMMARY – SMALL HATCHBACK  Though Tata Nano had the highest mentions in this segment, Hyundai Grand i10 led the mentions under every theme except for Ride Experience. Tata Nano led the Ride Experience theme with 75% positive mentions. Hyundai i10 had the second highest mentions under Ride Experience and it had 100% positive sentiment from people who test-drove the vehicle.  Negative mentions for Hyundai Grand i10 under the Features theme were around the unavailability of ABS (anti-lock braking system) and airbags in any other variant other than Hyundai i10 Asta according to a leaked brochure.  Larger wheelbase, loaded with features like rear AC vents were appreciated the most in Hyundai i10 and were the main reason for it generating 100% positive mentions under the Features theme.  The vehicle also had highest positive mentions under Fuel economy/Mileage, as there were a lot of conversations around its 24 kmpl mileage. 26
  • 24. BIG HATCHBACK top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – big hatchback attributes & sentiment channel behaviour & author type 28
  • 25. TOP NAMEPLATES BY CATEGORY > BIG HATCHBACK Top Gainer Toyota Etios Liva Top Gainer Chevrolet Sail U-VA Top Loser Volkswagen Polo Top Loser Fiat Grand Punto Rank by total mentions Rank by BVI BVI score Volume Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 1 5 Ford Figo 1161 734 1 17 Skoda Fabia 1.00 -0.50 2 2 Fiat Grand Punto 936 1017 1 6 Maruti Suzuki Ritz 1.00 0.19 3 3 Tata Vista 564 988 1 1 Chevrolet Beat 1.00 0.50 4 4 Maruti Suzuki Swift 556 765 1 - Chevrolet Sail U-VA 1.00 0.00 5 8 Tata Indica 507 450 5 9 Honda Jazz 0.83 0.00 6 - Volkswagen Cross Polo 501 6 16 Tata Indica 0.50 -0.10 7 1 Volkswagen Polo 428 1385 7 7 Maruti Suzuki Swift 0.36 0.13 8 7 Nissan Micra 423 530 8 9 Toyota Etios Liva 0.33 0.00 9 13 Toyota Etios Liva 325 115 9 8 Fiat Grand Punto 0.30 0.06 10 10 Honda Jazz 305 142 10 - Volkswagen Cross Polo 0.30 0.00 ~ Ford motors recalling Ford Figo and Fiesta Classic for steering wheel related issues contributed to increase in mentions for the vehicle in September 2013. ~ Discounts offered for Toyota Etios Liva contributed to an increase in mentions for the vehicle. It also resulted in the brand moving from the 9th position in August to the 8th position in September 2013 by the Brand Vibrancy Index. 29
  • 26. CATEGORY SUMMARY – BIG HATCHBACK  Skoda Fabia and Honda Jazz had higher share of positive mentions than any other nameplate, while Volkswagen Polo was observed to have the highest share of negative mentions.  It was interesting to note that Ford Figo led the mentions under Engine Specification/Power, Features, Fuel Economy/Mileage and Price.  Though Ford Figo led the mentions under Engine Specification/Power, it was Toyota Etios which had the most positive mentions. On auto forums in response to queries by people, the Etios Liva was suggested as a better car because of its superior engine and power. Tata Vista led the negative mentions under the attribute.  Some owners spoke negatively about Tata Vista under Customer Service, Engine Specifications and Fuel Economy/Mileage.  The high mentions of Ford Figo were primarily negative. It was negatively mentioned under Features because of a recall of the car for steering issues. 30
  • 27. EXECUTIVE SEDAN top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – executive sedan attributes & sentiment channel behaviour & author type 32
  • 28. TOP NAMEPLATES BY CATEGORY > EXECUTIVE SEDAN Top Gainer Toyota Etios Top Gainer Nissan Sunny Top Loser Ford Fiesta Top Loser Renault Scala, Honda Amaze Rank by total mentions Rank by BVI Volume Sep 2013 Rank Aug 2013 Rank Brand name BVI score Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 1 12 Toyota Etios 2365 236 1 12 Maruti Suzuki Swift Dzire 1.00 0.33 2 4 Fiat Linea 1365 845 1 15 Nissan Sunny 1.00 0.00 3 10 Tata Manza 1045 273 1 6 Hyundai Verna 1.00 0.60 4 6 Honda City 779 541 4 9 Honda City 0.88 0.46 5 7 Renault Scala 566 498 5 6 Tata Manza 0.86 0.60 6 5 Volkswagen Vento 469 608 6 2 Honda Amaze 0.73 0.91 7 1 Honda Amaze 422 1225 7 13 Skoda Rapid 0.50 0.33 8 8 Maruti Suzuki Swift Dzire 359 346 8 4 Renault Scala 0.46 0.75 9 11 Hyundai Verna 279 270 9 14 Volkswagen Vento 0.27 0.07 10 3 Ford Fiesta 277 854 10 10 Tata Indigo 0.25 0.36 ~ Toyota Etios Motor Racing at the Buddh International Circuit contributed to increase in volumes for the vehicle ~ A contest by @IndulgeinManza with hashtag #ClubClassManza contributed to increase in buzz for Tata Manza. ~ People mentioned Nissan Sunny, Hyundai Verna and Maruti Suzuki Swift Dzire as their favourite car in a Twitter contest with #FavCar ~ Increase in inquiries by prospective buyers of the Renault Scala contributed to high neutral mentions for the vehicle. 33
  • 29. CATEGORY SUMMARY – EXECUTIVE SEDAN  Skoda Octavia led the volume of mentions under Features, Fuel Economy/ Mileage, Looks/Design, Price and Ride Experience.  Looks/Design was the most mentioned theme in this segment and Skoda Octavia had the highest positive mentions under this attribute. Skoda Octavia also had high positive mentions for Engine specification/Power, Features, Fuel Economy/Mileage.  Maruti Suzuki SX4 and Skoda Laura also had high positive mentions around the attributes - Features, Looks/Design and Ride Experience.  People mentioned that though highly priced, the Looks/Design of the Volkswagen Jetta is great and that results in the car sales.  Maruti Suzuki Swift Dzire, Hyundai Verna and Nissan Sunny had high positive mentions around the #FavCar contest which improved the score of the cars by the Brand Vibrancy Index. 34
  • 30. MUV/MPV top nameplates : rank by total mentions rank by bvi (brand vibrancy index) category summary – muv/mpv attributes & sentiment channel behaviour & author type 36
  • 31. TOP NAMEPLATES BY CATEGORY > MUV/MPV Top Gainer Datsun Go+ Top Gainer Mahindra Xylo Top Loser Tata Sumo, Nissan Evalia Top Loser Tata Sumo Rank by total mentions Rank by BVI Volume Sep 2013 Rank Aug 2013 Rank BVI score Brand name Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 1 1 Toyota Innova 2694 1206 1 3 Toyota Innova 0.92 0.35 2 3 Maruti Suzuki Ertiga 476 496 2 2 Maruti Suzuki Ertiga 0.70 0.36 3 2 Tata Sumo 141 629 3 4 Mahindra Bolero 0.50 0.33 4 4 Chevrolet Tavera 121 191 3 9 Mahindra Xylo 0.50 -0.50 5 5 Mahindra Bolero 103 123 5 1 Tata Sumo 0.33 0.42 6 7 Mahindra Xylo 77 96 6 5 Mahindra Quanto 0.00 0.00 7 6 Nissan Evalia 59 118 6 5 Nissan Evalia 0.00 0.00 8 8 Mahindra Quanto 34 27 6 5 Maruti Suzuki Eeco 0.00 0.00 9 - Tata Sumo Gold 29 10 10 Chevrolet Tavera -1.00 -1.00 10 - Datsun Go+ 19 37
  • 32. CATEGORY SUMMARY – MUV/MPV ~ Toyota Innova led the mentions under all themes closely followed by Maruti Suzuki Ertiga in the MUV/MPV category. It is interesting to note that Maruti Suzuki Ertiga had higher positive mentions than Toyota Innova. ~ Ertiga led the positive mentions under Fuel Economy/Mileage, it continued to lead the positive mentions for Engine Specification/Power. ~ The facelifted version of Toyota Innova was appreciated for the features it provides, especially the extensive use of chrome which people mentioned gave the car a premium look. This resulted in a jump in the score of the vehicle by the Brand Vibrancy Index. ~ Mahindra Xylo climbed from the 9th position in August to the 3rd position in September 2013 by the Brand Vibrancy Index. The vehicle was perceived to be value for money by the people who own it. ~ Tata Sumo was mentioned negatively in terms of Engine Specification/ Power and Features. This caused a dip in score by the Brand Vibrancy Index; it was the most vibrant nameplate in August 2013. 38
  • 33. SPORTS CARS top nameplates : rank by total mentions rank by bvi (brand vibrancy index) 40
  • 34. TOP NAMEPLATES BY CATEGORY > SPORTS CARS Top Gainer Ford Mustang Top Gainer Porsche 911 Top Loser Porsche 911 Top Loser Ferrari 458 Italia Rank by total mentions Rank by BVI BVI score Volume Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 1 4 Lamborghini Aventador 562 272 1 1 Mercedes SLS-Class 1.00 1.00 2 2 Audi R8 422 360 1 1 Lamborghini Aventador 1.00 1.00 3 3 Lamborghini Gallardo 342 338 1 1 Jaguar F-Type 1.00 1.00 4 1 Porsche 911 269 376 1 1 Audi R8 1.00 1.00 5 8 Porsche Cayman 158 84 1 1 Audi TT 1.00 1.00 6 - Ford Mustang 106 1 16 Porsche 911 1.00 0.88 7 6 Jaguar F-Type 103 203 7 1 Porsche Cayman 0.67 1.00 8 7 Lamborghini Veneno 99 99 8 1 Lamborghini Gallardo 0.57 1.00 9 11 Nissan 370Z 60 54 9 1 Lamborghini Veneno 0.50 1.00 10 12 Audi TT 52 50 10 1 Ferrari 458 Italia 0.00 1.00 ~ News of Ford planning to launch Mustang in India contributed to the mentions for Ford Mustang. The vehicle appeared in the Blogworks India Auto SocialIndex for the first time. ~ Increase in volume for Lamborghini Aventador can be attributed to a car wallpaper by Capristo Auto, which was widely shared by people on Twitter. ~ Appreciation for the Porsche brand for keeping the heritage and embracing technology contributed to positive mentions. People spoke positively about Porsche 911’s technology. 41
  • 35. LUXURY SEDAN top nameplates : rank by total mentions rank by bvi (brand vibrancy index) 42
  • 36. TOP NAMEPLATES BY CATEGORY > LUXURY SEDAN Top Gainer Maserati Quattroporte Top Gainer Mercedes C-Class Top Loser Volkswagen Passat Top Loser Skoda Superb Rank by total mentions Rank by BVI Volume Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 BVI score Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 1 2 Toyota Camry 716 155 1 7 Toyota Camry 1.00 0.86 2 1 Skoda Superb 155 208 1 11 Mercedes C-Class 1.00 0.00 3 5 Audi A4 141 109 1 1 Maserati Quattroporte 1.00 1.00 4 7 Honda Accord 137 97 1 8 Audi A4 1.00 0.50 5 10 Audi A6 100 77 1 1 Mercedes E-class 1.00 1.00 6 6 Mercedes E-class 86 102 6 1 Skoda Superb 0.25 1.00 7 9 Mercedes C-Class 59 79 8 14 Maserati Quattroporte 46 21 9 3 Volkswagen Passat 40 153 10 14 Volvo S60 28 21 ~ Conversations about sales of the Toyota Camry increasing over Honda Accord in the US contributed to increase in mentions for Toyota Camry. ~ Maserati unveiling Quattroporte Ermenegildo Zegna concept during the 2013 IAA Frankfurt Motor Show contributed to increase in mentions for Maserati Quattroporte. ~ Ride Experience of Mercedes C-class was appreciated. 43
  • 37. PREMIUM HATCHBACK top nameplates : rank by total mentions rank by bvi (brand vibrancy index) 44
  • 38. TOP NAMEPLATES BY CATEGORY > PREMIUM HATCHBACK Top Gainer - Top Gainer - Top Loser - Top Loser - Rank by total mentions Sep 2013 Rank Aug 2013 Rank Rank by BVI Volume Brand name Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank BVI score Brand name Sep 2013 Aug 2013 1 1 Volkswagen Beetle 388 369 1 1 Mercedes A-Class 0.75 0.67 2 2 Mercedes A-Class 140 153 2 2 Volkswagen Beetle 0.50 0.88 ~ Positive reviews around Mercedes A-Class resulted in a higher score by the Brand Vibrancy Index. People appreciated the low cost model, good handling and the performance of the vehicle. ~ The mentions for Volkswagen Beetle continued to be around curated posts on the history of Beetle cars. The looks and design of the Beetle continued to be appreciated by people. 45
  • 39. PREMIUM SUV top nameplates : rank by total mentions rank by bvi (brand vibrancy index) 46
  • 40. TOP NAMEPLATES BY CATEGORY > PREMIUM SUV Top Gainer Mitsubishi Montero Top Gainer Land Rover Range Rover Top Loser BMW X1 Top Loser Audi Q7 Rank by total mentions Rank by BVI Volume Sep 2013 Rank Aug 2013 Rank 1 2 2 10 3 8 4 Brand name Land Rover Range Rover Land Rover Range Rover Sport Sep 2013 BVI score Aug 2013 Sep 2013 Rank Aug 2013 Rank Brand name Sep 2013 Aug 2013 351 281 1 8 Audi Q3 1.00 0.72 202 87 1 12 Land Rover Range Rover 1.00 0.50 Audi Q7 160 100 1 10 Porsche Cayenne 1.00 0.60 1 Audi Q3 110 558 4 9 Toyota Land Cruiser 0.50 0.71 5 5 Toyota Land Cruiser 79 141 5 1 Audi Q7 0.33 1.00 6 7 Porsche Cayenne 75 106 7 17 Mitsubishi Montero 67 23 8 13 Audi Q5 49 46 9 9 Land Rover Range Rover Evoque 48 88 10 5 BMW X1 29 141 ~ Increase in Mitsubishi Montero’s mentions can be attributed to the tweets by current owners on Twitter who want to sell the vehicle. ~ Mentions around heavy discounts on BMW X1 contributed to increase in buzz in August, which declined in September. This caused the nameplate to slip to the 10th position from the 5th position in September 2013. 47
  • 41. SUPER LUXURY SEDAN top nameplates : rank by total mentions rank by bvi (brand vibrancy index) 48
  • 42. TOP NAMEPLATES BY CATEGORY > SUPER LUXURY SEDAN Top Gainer Porsche Panamera Top Gainer Audi A7 Top Loser Jaguar XK Top Loser Porsche Panamera Rank by total mentions Sep 2013 Rank Aug 2013 Rank Rank by BVI Volume Brand name Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank BVI score Brand name Sep 2013 Aug 2013 1 3 Mercedes S-Class 294 135 1 1 Jaguar XJ 1.00 1.00 2 2 Audi A8 178 227 1 1 Rolls Royce Ghost 1.00 1.00 3 5 Jaguar XJ 130 85 1 1 Jaguar XK 1.00 1.00 4 4 Bentley Continental GT 119 120 1 13 Audi A7 1.00 0.00 5 11 Porsche Panamera 104 25 1 1 Rolls Royce Phantom 1.00 1.00 6 7 Rolls Royce Phantom 90 80 1 1 Bentley Continental GT 1.00 1.00 7 6 Jaguar XF 79 82 1 1 Jaguar XF 1.00 1.00 8 11 Rolls Royce Ghost 51 25 8 12 Audi A8 0.80 0.25 9 14 Audi A7 38 20 8 11 Mercedes S-class 0.80 0.50 10 8 Jaguar XK 32 60 10 1 Porsche Panamera 0.50 1.00 ~ Porsche India’s announcement of the launch of Panamera contributed to increase in buzz in September 2013. The rank of Porsche Panamera slipped by the Brand Vibrancy Index because the launch announcement did not attract any opinions from people. ~ The positive sentiment for Audi A7 was generated around the hashtag #IconicAudi seeded by the brand. This contributed to a jump in score by the Brand Vibrancy Index. 49
  • 43. HYBRID/ GREEN top nameplates : rank by total mentions rank by bvi (brand vibrancy index) 50
  • 44. TOP NAMEPLATES BY CATEGORY > HYBRID/GREEN Top Gainer Mahindra Reva Top Gainer Mahindra Reva Top Loser BMW i3 Top Loser BMW i3, Toyota Priyus Rank by total mentions Sep 2013 Rank Aug 2013 Rank Rank by BVI Volume Brand name Sep 2013 Aug 2013 Sep 2013 Rank Aug 2013 Rank BVI score Brand name Sep 2013 Aug 2013 1 1 Toyota Camry Hybrid 1062 747 1 3 Mahindra Reva 1.00 0.00 2 4 Mahindra Reva 214 92 2 2 Toyota Camry Hybrid 0.71 0.06 3 2 Toyota Prius 154 569 3 1 Toyota Prius 0.64 0.09 4 3 BMW i3 13 207 4 3 BMW i3 -0.50 0.00 ~ #ThoughtfullyAdvanced contest by Toyota Camry Hybrid generated positive mentions for the vehicle. ~ Carzonrent partnering with Mahindra Reva's e2o to transform on-ground mobility in India with EV self drive contributed to positive sentiment. ~ Carzonrent-Mahindra alliance for making eco-friendly Self-drive experience available at most economical price ever in India drove positive sentiment for the vehicle. 51
  • 45. CHANNELS channels by brand channels by brand – twitter channels by brands – forums channels by brands - blogs 52
  • 46. monitor health on the web through the brand dashboards BRAND DASHBOARD 57
  • 47. RANK OF BRANDS Brand name (listed alphabetically)  Rank by mentions Rank by BVI Sep-13 Aug-13 Sep-13 Aug-13 Audi 4 4 4 4 BMW 23 17 - 8 Fiat 10 11 16 11 Ford 3 5 18 16 Honda 12 12 7 6 Hyundai 5 10 9 5 Jaguar 16 20 1 - Mahindra 15 15 14 18 Maruti Suzuki 9 6 12 17 Mercedes-Benz 7 8 4 10 Nissan 6 1 11 13 Skoda 14 14 10 15 SsangYong Motor 29 29 D# D# Tata Motors 2 2 15 14 Toyota 1 3 8 7 Volkswagen 8 7 17 9 Note - - Rolls-Royce, Chevrolet, Land Rover, Mitsubishi, Aston Martin, Datsun, Force Motors, Volvo, Hindustan Motors, BMW, Ssangyong, Maserati, Bugatti, Premier and Maybach have been excluded because extremely low volume of mentions 58
  • 48. RANK OF BRANDS BY ATTRIBUTES Brand Fuel economy/ Mileage Price Looks/ design Engine Specification/ Power Ride experience/ Features performance Customer Service Audi 12 13 12 8 8 12 13 BMW 18 - 15 15 14 17 19 Fiat 4 7 6 4 5 5 1 Ford 2 4 9 6 7 3 2 Honda 7 1 5 10 6 10 10 Hyundai 1 2 2 5 4 2 3 Jaguar 19 - 22 22 21 25 25 Mahindra 10 12 7 10 10 7 5 Maruti Suzuki 6 3 4 7 3 4 7 Mercedes-Benz 17 15 14 21 17 15 13 Nissan 11 8 12 12 12 6 6 Skoda 9 9 11 11 9 9 9 SsangYong Motor 12 13 12 8 8 12 13 Tata Motors 18 - 15 15 14 17 19 Toyota 4 7 6 4 5 5 1 Volkswagen 2 4 9 6 7 3 2 Note - - Rolls-Royce, Chevrolet, Land Rover, Mitsubishi, Aston Martin, Datsun, Force Motors, Volvo, Hindustan Motors, BMW, Ssangyong, Maserati, Bugatti, Premier and Maybach have been excluded because extremely low volume of mentions 59
  • 49. By volume By BVI Sep-13 Rank Volume / BVI Attributes Aug-13 Sep-13 Aug-13 4 4 8 5 5,932 10,651 0.83 0.76 Nameplates Rank in Sep 2013 (By volume) Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Negative (In Sep2013) Price 12 8 67% 0% 33% Fuel economy/ Mileage 13 15 0% 0% 0% Looks/ design 12 11 71% 14% 8 13 71% 29% 8 13 100% 0% 12 13 100% 0% 13 14 - - - 6 50% 0% 50% Audi A7 9 10 100% 0% 0% 2 3 80% 20% 0% Audi Q3 5 1 100% 0% 0% Audi Q5 8 8 0% 0% 0% 3 5 67% 0% 33% 1 2 100% 0% 0% 10 9 0% 0% 0% Audi TT 7 7 100% 0% 0% 0% Customer Service 6 0% Features Audi A6 0% Ride experience/ performance 0% 14% Engine Specification/ Power 0% Audi RS5 Positive (In Sep 2013) 100% Audi R8 Rank in Aug 2013 (By volume)* 4 Audi Q7 Rank in Sep 2013 (By volume)* 4 Audi A8 Neutral (In Sep 2013) Audi A4 ~ Despite a 44% decrease in total volume of mentions in September 2013, there hasn’t been a change in the rank by overall mentions; Audi continues to stay at the 4th position. ~ The positive mentions was around the hashtag #IconicAudi. Interesting to note that while the contest was not specific to any model, a lot of mentions were around Audi R8 and A7. This contributed to a jump in score by the Brand Vibrancy Index. However, the brand slipped from the 5th position in August 2013 to the 8th position in September 2013 by the Brand Vibrancy Index. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 60
  • 50. By volume By BVI Nameplates Rank in Sep 2013 (By volume) Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Sep-13 Aug-13 Sep-13 Aug-13 Rank 23 17 Outlier 8 BMW 1 Series - 1 - - - Volume / BVI 484 1,727 NA 0.49 BMW 3 Series 2 7 - - - BMW 5 Series 5 8 - - - BMW 6 Series - 13 - - - BMW 7 Series 11 10 - - - Attributes Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* 18 12 - - - BMW GT 3 6 - - - Fuel economy/ Mileage - 12 - - - BMW i3 7 3 - - - Looks/ design - - BMW M 2 - - - 13 - 4 15 BMW X1 1 5 - - - BMW X3 8 11 - - - BMW X5 6 4 - - - BMW X6 9 12 - - - BMW Z4 10 9 - - - Price Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013) Engine Specification/ Power 15 8 - - - Ride experience/ performance 14 12 - - - Features 17 13 - - - Customer Service 19 11 - - - ~ Mentions of BMW had already seen a drop in volume in August 2013, and decreased further in September 2013. ~ Total mentions of BMW decreased in September 2013 by a significant 72%, BMW dropped to the 23rd position in September from the 17th position in August in terms of the total volume of mentions. ~ Due to the low volume of mentions, BMW has been excluded from the Brand Vibrancy Index. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 61
  • 51. By volume By BVI Sep-13 Rank Volume / BVI Attributes Aug-13 Sep-13 Aug-13 10 11 16 11 4,083 3,574 0.23 0.39 Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) 4 5 3% 86% 7 5 67% 33% 4 58% 17% 4 5 55% 45% 5 4 67% 7% 5 3 11% 33% 1 3 43% 0% 1 57% 17% 26% Fiat Linea 1 2 26% 68% 6% 56% Customer Service 2 27% Features Fiat Grand Punto 0% Ride experience/ performance Negative (In Sep 2013) 25% Engine Specification/ Power Neutral (In Sep 2013) 0% 6 Positive (In Sep 2013) 11% Fuel economy/ Mileage Rank in Aug 2013 (By volume) Negative (In Sep2013) Price Nameplates Rank in Sep 2013 (By volume) 57% Looks/ design ~ With 14% increase in mentions since August 2013, Fiat gained a position in terms of rank by volume and was at the 10th position in September 2013. ~ The mentions in September 2013 were mostly around the launch of the low-cost sedan Linea Classic and the testing of the facelifted version of Fiat Linea starting in India. ~ The brand received negative mentions under Customer Service and Features. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 62
  • 52. By volume By BVI Sep-13 Rank Aug-13 Sep-13 Aug-13 3 5 26 9,070 -0.38 Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) 16 6,599 Nameplates Rank in Sep 2013 (By volume) 0.26 Ford Classic Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013) Price 2 7 38% 23% 4 7 60% 40% 0% Looks/ design 9 7 64% 9% 27% Engine Specification/ Power 6 6 33% 0% 7 8 100% 0% 3 6 18% 9% 2 2 0% 9% 2 1 34% 11% 55% Ford Endeavour 6 5 0% 0% 100% 3 3 20% 40% 40% Ford Figo 1 4 17% 7% 77% Ford Mustang 5 - 50% 0% 50% 74% Customer Service 67% 0% Features 33% 67% Ride experience/ performance 0% 38% Fuel economy/ Mileage 5 Ford Fiesta Attributes 4 Ford EcoSport Volume / BVI 91% ~ Though the overall volume dipped by 27% in September 2013 as compared to August 2013, an increase in rank by 2 positions was observed in September. ~ The negative mentions in September 2013 were around the news of Ford recalling 1.66 lakh units of Figo and Fiesta Classic due to issues related to the rear twist beam and power-assisted steering hose. Negative mentions were also around the price hike of Rs. 50,000 in the Ford EcoSport, which came into effect from 5th September 2013. Positive mentions for the brand were contributed by the launch of Ford EcoSport Panther Black Titanium limited edition in Europe. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 63
  • 53. By volume By BVI Sep-13 Rank Aug-13 Sep-13 Aug-13 12 12 11 2,989 0.75 0.54 Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) 6 2,833 Nameplates Rank in Sep 2013 (By volume) Honda Accord Price Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013) 7 5 56% 33% 6 50% 0% 50% Honda Amaze 3 1 82% 9% 9% Honda Brio 2 5 45% 55% 0% Honda City 1 3 90% 7% 2% 4 4 78% 11% 11% Honda CR-V Attributes 6 Honda Civic Volume / BVI 7 8 - - - Honda Jazz 5 6 83% 17% 0% 11% Fuel economy/ Mileage 1 4 100% 0% 0% Looks/ design 5 7 97% 3% 0% Engine Specification/ Power 10 3 91% 9% 0% Ride experience/ performance 6 2 71% 24% 6% Features 10 4 90% 5% 5% Customer Service 10 3 0% 0% 0% ~ The volume of mentions for Honda has been decreasing since June 2013. Despite the lower volume of mentions, the brand continued to stay at the 12th position by volume in September 2013. ~ The speculation around the launch of Honda Mobilio, Honda Amaze driving 63% of Honda India sales increase in August 2013, and #FavCar contest launched by Magma Digest which had mentions of Honda City contributed to high positive mentions for the brand. ~ Despite the higher score by the Brand Vibrancy Index, Honda’s rank dropped to the 11th position in September 2013 from the 6th position in August 2013. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 64
  • 54. By volume By BVI Sep-13 Rank Aug-13 Sep-13 Aug-13 20 20 1 1,249 1.00 Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Outlier 1,941 Nameplates Rank in Sep Rank in Aug 2013 (By 2013 (By volume) volume) NA Jaguar F-Type Attributes Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013) Price 19 13 100% 0% NA 14 - - 22 11 100% 0% 22 10 100% 0% 21 13 - - 25 10 - - 25 11 - - 2 100% - - Jaguar XJ 1 4 100% - - Jaguar XK 4 5 100% - - - Customer Service 3 - Features - 0% Ride experience/ performance - 0% Engine Specification/ Power 100% - Looks/ design 1 0% Fuel economy/ Mileage 2 Jaguar XF Volume / BVI - ~ The overall volume of mentions increased by 55% in September 2013 as compared to August 2013. but the rank of Jaguar remained the same. ~ Conversations around Jaguar teasing C-X17 crossover concept ahead of its Frankfurt debut and launch of the F-Type sports car contributed to positive mentions and also to the overall volume of mentions. ~ Jaguar is the most vibrant brand according to the Brand Vibrancy Index in September 2013. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 66
  • 55. By volume By BVI Nameplates Rank in Sep 2013 (By volume) Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Sep-13 Volume / BVI Attributes Sep-13 Aug-13 15 15 18 18 Mahindra Bolero 5 3 50% 50% 0% 2,412 2,423 0.39 0.13 Mahindra Quanto 8 8 - - - Mahindra Reva Rank Aug-13 3 6 100% 0% 0% Mahindra Scorpio 1 1 69% 6% 25% Mahindra Thar 4 5 40% 20% 40% Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013) Price 10 6 67% 33% 0% Mahindra Verito Vibe 7 7 - - - Fuel economy/ Mileage 12 5 67% 33% 0% Mahindra XUV 500 2 2 50% 21% 29% Looks/ design 7 5 79% 14% 7% Mahindra Xylo 6 4 50% 50% 0% Engine Specification/ Power 10 4 89% 11% 0% Ride experience/ performance 10 4 86% 14% 0% Features 7 4 73% 9% 18% Customer Service 5 4 0% 0% 100% ~ The rank of Mahindra by both, volume and by the Brand Vibrancy Index did not change from August 2013. ~ The buzz in September was mostly around the mentions of Mahindra Scorpio facelift, Mahindra Scorpio overtaking Renault Duster in terms of sales in August and the Carzonrent-Mahindra alliance for making eco-friendly Self-drive experience available at most economical price in India .These mentions contributed to positive mentions, and hence the high score by the BVI in September 2013 as compared to August 2013. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 67
  • 56. By volume By BVI Aug-13 Rank Aug-13 Aug-13 Aug-13 9 6 16 17 4,176 7,437 0.48 0.22 Nameplates Rank in Sep Rank in Aug 2013 (By 2013 (By volume) volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Attributes Neutral (In Sep 2013) Negative (In Sep2013 ) 1 2 38% 54% 8% Maruti Suzuki Alto K10 8 9 0% 0% 100% Maruti Suzuki A-Star Volume / BVI Maruti Suzuki Alto 9 11 0% 33% 67% Maruti Suzuki Eeco 14 16 - - - Maruti Suzuki Ertiga 3 5 80% 10% 10% Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Price 6 1 45% 55% 0% Maruti Suzuki Grand Vitara 15 13 - - - Fuel economy/ Mileage 3 1 80% 20% 0% Maruti Suzuki Gypsy 7 15 50% 50% 0% Looks/ design 4 2 85% 5% 10% Maruti Suzuki Kizashi 15 14 - - - Engine Specification/ Power 7 1 56% 31% 13% Maruti Suzuki Ritz 9 4 100% 0% 0% Ride experience/ performance Maruti Suzuki Swift 2 3 64% 9% 27% 3 1 63% 32% 5% 4 7 100% 0% 0% Features 4 1 71% 24% 6% Maruti Suzuki Swift Dzire Customer Service 7 1 0% 0% 100% Maruti Suzuki SX4 6 6 100% 0% 0% Maruti Suzuki WagonR 11 8 100% 0% 0% Maruti Suzuki WagonR Stingray 5 1 33% 67% 0% Maruti Suzuki XA Alpha 12 12 100% 0% 0% Maruti Suzuki Zen Estilo 13 10 - - - ~A 44% decrease in the volume of mentions led to a decline in rank by volume. ~The mentions in August 2013 were primarily around the news that Maruti Suzuki would hike prices of all models by up to Rs. 10,000 from the first week of October mainly due to rupee fall. #FavCar contest launched by Magma Digest which had mentions of SX4 and Ertiga sales crossing one lakh mark in India also generated mentions. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 68
  • 57. By volume By BVI Sep-13 Aug-13 Sep-13 Aug-13 7 8 8 10 4,388 5,255 0.83 0.39 Rank Volume / BVI Attributes Nameplates Rank in Sep 2013 (By volume) Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Mercedes A-Class 2 2 75% 25% 0% Mercedes C-Class 4 5 100% 0% 0% Mercedes CLAClass 9 9 0% 0% 0% Mercedes E-class 3 4 100% 0% 0% Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013) Price 17 16 0% 100% 0% Mercedes GL-Class 5 1 0% 0% 0% Fuel economy/ Mileage 15 16 - - - Mercedes M-Class 7 9 0% 0% 0% Looks/ design 14 18 86% 14% 14% Mercedes R-Class 8 7 0% 0% 0% Mercedes S-Class 1 3 80% 20% 0% Mercedes SL-Class - 8 0% 0% 0% Mercedes SLKClass - 11 0% 0% 0% Mercedes SLSClass 6 6 100% 0% 0% Engine Specification/ Power 21 Ride experience/ performance 17 22 100% 0% - Features 15 18 100% 0% 0% Customer Service 13 18 - - - 16 100% 0% 0% ~Despite a 16% decrease in the volume of mentions in September 2013, Mercedes-Benz witnessed a jump in the rank to the 7th position in September 2013. Additionally, positive mentions increased around the brand which led to a jump of 2 positions by the Brand Vibrancy Index as well. ~Positive mentions were mostly around Mercedes’ participation at the Singapore Grand Prix, the Mercedes GLA and CLA ~ 45 AMG Racing Series debut at Frankfurt Motor Show, and S-Class Coupe Concept revelation in design sketches. Positive mentions were also around the Looks, Ride Experience and Features of the Mercedes-Benz vehicles. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 69
  • 58. By volume By BVI Nameplates Rank in Sep 2013 (By volume) Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Sep-13 Volume / BVI Attributes Sep-13 Aug-13 14 14 14 15 Skoda Fabia 6 6 100% 0% 0% 2,503 2,641 0.53 0.32 Skoda Laura 4 3 75% 25% 0% Skoda Octavia Rank Aug-13 1 1 65% 20% 15% Skoda Rapid 3 5 67% 17% 17% Skoda Superb 5 4 50% 25% 25% Skoda Yeti 2 2 64% 27% 9% Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013) Price 9 3 17% 67% 17% Fuel economy/ Mileage 9 4 100% 0% 0% Looks/ design 11 3 88% 8% 4% Engine Specification/ Power 11 3 78% 22% 0% Ride experience/ performance 9 4 86% 14% 0% Features 9 3 67% 25% 8% Customer Service 9 4 17% 17% 67% ~ Skoda was ranked 14th both in terms of rank by volume and by the Brand Vibrancy Index. ~ Skoda Octavia re-launch contributed to the brand mentions. The mentions were also around the #Superb contest, Skoda Yeti facelift and the Skoda Rapid Spaceback unveiling at the Frankfurt Motor Show. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 71
  • 59. By volume By BVI Sep-13 Aug-13 Sep-13 Aug-13 29 29 Outlier Outlier 257 NA NA Rank Volume / BVI Attributes Nameplates 162 Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) 7 - - - 7 - - 21 9 - - 20 6 - - 23 7 - - 26 6 - - 26 5 - - - - Customer Service - - Features - - Ride experience/ performance Negative (In Sep 2013) - Engine Specification/ Power Neutral (In Sep 2013) - Looks/ design - Positive (In Sep 2013) - Fuel economy/ Mileage - Rank in Aug 2013 (By volume) Negative (In Sep2013) 26 SsangYong Rexton Rank in Sep 2013 (By volume) - Price ~ SsangYong Motors continued to stay at the 29th position in terms of volume of mentions in September 2013. ~ Mentions were around the news that Ssangyong registered a 23.9% growth in sales for the month of August. Mahindra & Mahindra Finance tying up with Korea's Woori Financials to finance Ssangyong Motor's vehicles in Korea made conversations. ~ Positive mentions were around the Looks/Design of the Rexton. Kabir Bedi , an Indian film actor and an owner of Rexton complimented the engineering and design of the car. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 72
  • 60. By volume By BVI Nameplates Rank in Sep 2013 (By volume) Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Sep-13 Aug-13 Sep-13 Aug-13 1 3 12 7 Toyota Camry 4 7 100% 0% 0% 11,480 12,029 0.72 0.51 Toyota Camry Hybrid 3 2 100% 0% 0% Toyota Corolla Altis 10 6 - - - Toyota Etios 2 5 48% 21% 30% Toyota Etios Liva 6 9 67% 0% 33% Rank Volume / BVI Attributes Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep2013 ) Price 3 4 25% 70% 5% Toyota Fortuner 5 4 71% 14% 14% Fuel economy/ Mileage 6 5 100% 0% 0% Toyota Innova 1 1 94% 5% 2% Looks/ design 1 5 89% 5% 5% Toyota Land Cruiser 9 8 50% 50% 0% Engine Specification/ Power 2 8 73% 14% 14% Toyota LC Prado 11 10 - - - Toyota Prius 8 3 100% 0% 0% Ride experience/ performance 1 5 82% 0% 18% Features 1 7 92% 2% 6% Customer Service 4 9 14% 0% 86% ~ Despite a decline in the overall volume of mentions, Toyota jumped 2 positions from August 2013 and was the most mentioned brand in September 2013. The score by the Brand Vibrancy Index witnessed an increase from August 2013, but the rank by BVI dropped by 5 positions and the brand was at the 12th position in September 2013. ~ The mentions were primarily around the #Love2Race contest by Toyota Etios, #ThoughtfullyAdvanced contest by Toyota Camry Hybrid, #ThingsICanDoWithMyInnova contest by Innova and they generated positive sentiment for the brand. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 74
  • 61. By volume By BVI Sep-13 Aug-13 Sep-13 Aug-13 8 7 22 9 4,253 5,545 0.07 0.42 Rank Nameplates Rank in Sep 2013 (By volume) Rank in Aug 2013 (By volume) Positive (In Sep 2013) Neutral (In Sep 2013) Negative (In Sep 2013) Attributes Neutral (In Sep 2013) Negative (In Sep2013 ) 4 3 63% 25% 13% Volkswagen Jetta 5 4 50% 50% 0% Volkswagen Passat Volume / BVI Volkswagen Beetle 6 5 0% 0% 100% Volkswagen Phaeton 7 7 0% 0% 100% Volkswagen Polo 3 1 20% 0% 80% Volkswagen Touareg 8 6 - - - Rank in Sep 2013 (By volume)* Rank in Aug 2013 (By volume)* Positive (In Sep 2013) Price 8 3 0% 0% 100% Fuel economy/ Mileage 11 13 50% 50% 0% Volkswagen Vento 2 2 45% 36% 18% Looks/ design 10 9 55% 9% 36% Volkswagen Cross Polo 1 - 50% 30% 20% Engine Specification/ Power 3 5 20% 60% 20% Ride experience/ performance 11 5 50% 0% 50% Features 10 8 30% 10% 60% Customer Service 11 3 0% 20% 80% ~ With a 23% decrease, the brand dropped to the 8th position in September 2013 from the 7th position in terms of the volume of mentions. Additionally, a dip in positive mentions around the brand also caused the brand to slip to the 22nd position in September 2013 from the 9th position in August 2013 by the Brand Vibrancy Index. ~ Mentions around reviews of the Volkswagen Cross Polo, the upcoming launch of the facelifted Polo, and Polo and Vento sedan speed testing in India for export markets contributed to the overall mentions in September 2013. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report. 75
  • 62. 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 September 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 Hatchback Sedan SUV/MUV/LMV and offroad Other Sub-category Small hatchback Big hatchback Premium hatchback Mid-size sedan Executive sedan Luxury sedan Super luxury sedan SUV & offroad Premium SUV MUV/MPV Sports car Hybrid/Green 76
  • 63. METHODOLOGY Report Parameters  All 12 categories of cars were considered for the attribute study. A sample of 1,082 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. 77
  • 64. 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 78
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