Automotive Hybrid Landscape

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Automotive Hybrid Landscape

  1. 1. Automotive Hybrid Landscape April 22, 2009 Prepared by: Julie Enzweiler Automotive-Research Director Confidential © 2009 The Nielsen Company 1
  2. 2. Key Takeaways • 2010 Honda Insight is having a tough time breaking out of the Prius’ shadow • Prius is generating interest from an older audience, while the Insight is appealing to a younger demographic • 2010 Honda Insight tweets outpace the 2010 Prius & 2010 Fusion Hybrid on Twitter • Prius typically represents two-percent of all vehicles shopped online, but rose to eight-percent when gas prices peaked in May 2008 • Hybrid shoppers are moving more mainstream • Japanese dominate American automakers in hybrid vehicle shopping • Hybrid online shopping is a leading indicator for gas prices • The Paris & Detroit Auto Shows generate the largest buzz spikes for the 2010 Insight & 2010 Prius, while the 41 mpg announcement drove the largest spike for the 2010 Fusion Hybrid Confidential © 2009 The Nielsen Company 2
  3. 3. Research Objectives & Project Parameters Through this project, Nielsen Online seeks to address the following objectives: • What are online hybrid shopping trends? • Who currently owns a hybrid and what is the profile of those shopping for a hybrid? • What are the buzz levels for the 2010 Honda Insight & 2010 Toyota Prius? • What are the key online communities driving discussion for 2010 Honda Insight and 2010 Toyota Prius? • What are the key topics of discussion within conversations about 2010 Honda Insight and 2010 Toyota Prius? • What is consumer sentiment toward 2010 Honda Insight and 2010 Toyota Prius? Timeframe October 1, 2008 – March 31, 2009 Total sites Over 80 million blogs, 10,000 discussion boards, 50,000 Usenet groups Total messages 358,039,862 Confidential © 2009 The Nielsen Company 3
  4. 4. Methodology 7.0% 6.0% Buzz Volume 100% 90% 28% 27% Consumer Sentiment 5.0% Process: Use proprietary software and 80% 33% Process: Use keywords and proprietary 70% keyword strings to isolate messages 60% 18% 13% 34% software to create a random sample of 4.0% relevant to each brand within the project 50% 7% 17% messages about each brand within the 3.0% 40% timeframe. 30% 36% 18% project timeframe. Categorize messages 2.0% 25% 20% into one of four sentiment areas: Results: Presented as a percentage of 10% 13% Positive, Negative, Mixed or Neutral. 1.0% 12% 11% 8% total conversation within the dataset. 0% Brand A Brand B Brand C 0.0% 12/30/2007 1/30/2008 3/1/2008 4/1/2008 5/1/2008 6/1/2008 Positive Negative Mixed Unsure No Opinion Brand A Brand B Brand C Brand D Brand E Results: Presented as a percentage of sample size. Sentiment analysis is statistically significant with a margin of error of ±10% and a confidence level of 95%. Topic 1 33% 40% 56% Discussion Topics Qualitative Insights Topic 2 26% 29% 42% Process: Use keywords and proprietary Notable quotes from messages, Topic 3 26% 25% software to create a random sample of organized by key themes, are included 19% 28% messages about each brand within the to provide qualitative assessment of how Topic 4 project timeframe. Categorize messages consumers discuss each brand. 19% 19% 9% Topic 5 8% 11% based on topics naturally occurring Topic 6 3% 7% 9% within discussion. 0% 10% 20% 30% 40% 50% 60% Brand A Brand B Brand C Results: Presented as a percentage of sample size. Topics analysis is not statistically significant; it is intended to give quantitative directional insight. Because messages may be scored for more than one topic, numbers may add up to more than 100%. Confidential © 2009 The Nielsen Company 4
  5. 5. “Hybrid Wars”: Vehicle Comparisons Dominate the Hybrid Landscape Confidential © 2009 The Nielsen Company 5
  6. 6. Hybrid Owners: Who Are They? Enjoy the outdoors • Shop at REI = 7.26 times more likely • Cross-country ski = 3.71 times more likely Read • The Oregonian = 4.39 times more likely • Atlantic Monthly = 3.53 times more likely • The New Yorker = 3.47 times more likely Drive • Toyota = 3.16 times more likely • Honda = 2.07 times more likely • Subaru = 1.78 times more likely Live in • San Francisco/Oakland/San Jose = 3.19 times more likely • San Diego = 2.50 times more likely Source: Nielsen Online @Plan, Spring 2009 Survey Confidential © 2009 The Nielsen Company 6
  7. 7. Japanese automakers continue to increase their share of new hybrid shopping, while American hybrids fall to their lowest levels 100% $4.50 90% $4.00 80% $3.50 % of Hybrid Shopping by Origin 70% Average U.S. Gas Prices $3.00 60% $2.50 50% $2.00 40% $1.50 30% $1.00 20% 10% $0.50 0% $0.00 Jun-08 Jul-08 Nov-08 Jan-08 May-08 Aug-08 Jan-09 Feb-08 Mar-08 Apr-8 Sep-08 Oct-08 Dec-08 Feb-09 Japanese Hybrids American Hybrids Gas Prices Source: Nielsen MegaPanel Confidential © 2009 The Nielsen Company 7
  8. 8. Prius represented 8% of all vehicles shopped in May ‘08 at the height of gas prices & continues to dominate hybrid shopping • Prius typically represents 2% of total vehicles being 1,400,000 $4.50 shopped, but accounted for 8% 8% during the May 2008 peak $4.00 in gas prices 1,200,000 Unique New Vehicle Shoppers $3.50 • Hybrid shopper profiles are transitioning from an older, U. S. Average Gas Prices 1,000,000 $3.00 more educated, & higher income consumer to a more 800,000 $2.50 mainstream consumer • Hybrid shoppers regardless of 600,000 $2.00 model over-index on males, 3.5% while the Insight over-indexes $1.50 400,000 on females $1.00 • Prius shoppers over-index on 200,000 consumers over 45 years of $0.50 age, while the Insight over- indexes on consumers 0 $0.00 between 21-34 years of age. Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- 08 08 08 08 08 08 08 08 08 08 08 08 09 09 • Hybrid shopping is a leading indicator for gas prices Insight Prius Civic Hybrid Escape Hybrid Gas Prices Source: Nielsen MegaPanel Confidential © 2009 The Nielsen Company 8
  9. 9. Insight official sales date fails to generate as much buzz as the Paris & Detroit auto show debuts Buzz Volume for 2010 Honda Insight, 2010 Toyota Prius and 2010 Ford Fusion 0.012% Fusion rated 2010 Prius revealed at 41 MPG in Detroit 0.010% 2010 Insight debuts in 2010 Insight 2010 Insight Paris revealed in goes on sale 0.008% Detroit Ford announces 0.006% Fusion Hybrid 0.004% 0.002% 0.000% 10/01/2008 10/05/2008 10/12/2008 10/19/2008 10/26/2008 11/02/2008 11/09/2008 11/16/2008 11/23/2008 11/30/2008 12/07/2008 12/14/2008 12/21/2008 12/28/2008 01/04/2009 01/11/2009 01/18/2009 01/25/2009 02/01/2009 02/08/2009 02/15/2009 02/22/2009 03/01/2009 03/08/2009 03/15/2009 03/22/2009 03/29/2009 2010 Ford Fusion Hybrid 2010 Honda Insight 2010 Toyota Prius Buzz volume is depicted as a percentage of 358,039,862 messages occurring between October 1, 2008 and March 31, 2009. Confidential © 2009 The Nielsen Company 9
  10. 10. Insight dominates Twitter mindshare post-launch & is used to share vehicle experiences Twitter Share of Voice for 2010 Honda Insight, 2010 Toyota Prius and 2010 Ford Fusion “I just drove a new 2010 Toyota Prius Honda Insight and it 16% was terrific. Driving around Cville, I was averaging 50 mpg. My Honda Insight arrives on 2010 Ford Fusion Hybrid 2010 Honda Monday!” 23% Insight Sunbiosis, 03-28-2009 61% Twitter Share of Voice is depicted as a % of total messages about the three brands of interest occurring between March 22, 2009 and April 10, 2009. Confidential © 2009 The Nielsen Company 10
  11. 11. Honda Insight buzz more polarized than Prius Sentiment Toward 2010 Honda Insight & Toyota Prius During March 2009 100% 90% 80% 38% 70% 56% 60% 16% 50% 40% 15% 9% 30% 7% 20% 31% 28% 10% 0% 2010 Honda Insight 2010 Toyota Prius Positive Negative Mixed Neutral Sentiment and topics of discussion are qualitatively assessed. Volume is determined as a percent of a sample of 100 messages about each brand during March 1 – 31 2009. Confidential © 2009 The Nielsen Company 11
  12. 12. Insight is having a tough time breaking out of the Prius’ shadow Discussion Topics for 2010 Honda Insight and Toyota Prius During March ‘09 • Comparisons to the 2010 Prius drive Honda 0% 10% 20% 30% 40% 50% 60% 70% Insight discussion. Price Competitor Mention is frequently referenced as the Insight’s selling Price point; however, some do Fuel Efficiency not feel that the difference in price Interior/Exterior Design & Size makes up for the Demand/# for Sale Insight’s lower MPG rate Advertising/Promo/Video (compared to the 2010 Prius) or perceived lack Features of features. Performance • Reported solar panel Considering Buying and plug-in options drive Battery features discussion about the 2010 Prius. Hype/Smugness Govt. Regulation/Tax Credits • Some consumers are showing early concerns Owners Manual that the Honda Insight Personal Review/Test Drive Results might have “road noise” issues. 2010 Honda Insight 2010 Toyota Prius Confidential Sentiment and topics of discussion are qualitatively assessed. Volume is determined as a © 2009 The Nielsen Company 12 percent of a sample of 100 messages about each brand during March 1 – 31 2009.
  13. 13. “Let It Shine” generates widespread interest The “Let It Shine” commercial posted by CreativeReviewTV generates more views than all but one of the videos on the Honda YouTube Channel--even CreativeReviewTV’s “Making Of” video yields over 16,000 views. Honda should capitalize on the widespread interest in this clever commercial by posting it on the Honda Insight website as well as the Honda YouTube Channel. Honda may want to consider including the video in its search engine marketing strategy. Confidential © 2009 The Nielsen Company 13
  14. 14. Insight discussion is more dispersed, while Prius enthusiast sites generate the majority of buzz The novelty of the re-release of the Honda Insight as well as the accompanying “Let It Shine” commercial drive interest within non-automotive communities. Online Site Breakdown for 2010 Honda Insight & 2010 Toyota Prius 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2010 Insight 2010 Prius Automotive Entertainment Personal Blog Design & Advertising Sustainability Gadget Other Online site focus is determined as a percent of a sample of 100 messages about each brand during March 1 – 31 2009. Confidential © 2009 The Nielsen Company 14
  15. 15. The WHAT Slide What (we found) So What (does this mean?) Now What (do we do?) Hybrid shopping was closely linked Consumers used to perceive hybrids as a Revisit the advertising target audience to gas prices in 2008, but is lifestyle symbol and was often purchased to ensure a more mainstream audience showing signs of becoming by wealthy, highly educated consumers. is being reached as opposed to the independent of gas prices & The introduction of new hybrids and traditional hybrid owner of the past. appealing to a more mainstream growing awareness of energy conservation audience. is changing the profile of hybrid shoppers. The Honda Insight is closely linked to If consumers regularly evaluate the Insight Be wary of the impact of the “Hybrid the Prius—almost two thirds of as a potential “Prius Killer,” the Insight will Wars” on how consumers are Insight mentions also discuss the fail to emerge with a unique reputation, assessing the Insight. Consider 2010 Prius or another vehicle. Some divorced from the Prius. The perception that openly participating in online believe that the exterior design of the the design of the Insight is too similar to that conversation to potentially shape new Insight looks very similar to the of the Prius highlights the belief that the perceptions of shoppers. Prius. Prius is the gold standard and all other hybrids must conform to the niche the Prius carved out. The end result of comparisons to the 2010 Prius is increased buzz for Prius. Honda’s “Let It Shine” commercial The interest in “Let It Shine” expands the Consider posting “Let It Shine” on the makes the rounds online; consumers reach of Insight discussion—consumers Honda Insight website & Honda enjoy the clever use of the Insight’s share the commercial on sites outside of YouTube Channel as well as including headlights. the automotive realm. Despite interest, the video in its search engine Honda does not have the commercial on marketing campaign. Clever & its YouTube channel. engaging ads need to reside wherever the target consumer goes online. Consumers predict that Toyota’s Some consumers believe that the Yaris Clarify the strengths of the Insight Hybrid version of its Yaris model will will be more efficient and cheaper than and Fit and stress the importance of become a direct competitor to the the Insight and may hold out until 2011 purchasing a vehicle now (e.g. tax Confidential Honda Insight. (or whenever the new Yaris comes out). rebate) as opposed to 15 © 2009 The Nielsen Company waiting until 2011. 15
  16. 16. Questions may be directed to: Julie Enzweiler Research Director, Automotive Julie.Enzweiler@Nielsen.com 859.905.4940

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