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Social Media Analysis of Electric Cars Industry in USA
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Social Media Analysis of Electric Cars Industry in USA

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  • 1. This document is proprietary and confidential. Reproduction prohibited. Electric CarsJan 2010 – Dec 2010
  • 2. This document is proprietary and confidential. Reproduction prohibited. Report Overview• Industry – Electric cars• Keywords tracked: “Electric Car”, “Electric Vehicle”, “EV”, “Battery Electric Vehicle”• Time period: Jan 2010 – Dec 2010• Results overview – Discussions related to vehicle reviews, new vehicle launches and battery related queries are more on blogs and social media sites – Most positive reviews are for the style & design of the vehicle, zero emissions and initiatives such as unlimited free parking for EVs, tax benefits etc taken by government – Concerns are related to extremely high priced NiMH batteries and life of regular acid based battery
  • 3. This document is proprietary and confidential. Reproduction prohibited.Discussions related to car models, design & style, battery lifeand new product launches are more on social media sites andautomobile related blogs. Mentions about test drive availability,incentives and offers and other promotional activities are moreon microblogs and news sites. Microblogs Blogs Social Media News 1400 1200 1000 800 600 400 200 0 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Mentions are in „00
  • 4. This document is proprietary and confidential. Reproduction prohibited.Tag cloud shows the mention trend for top benefits of Electriccars and brands associated with EVs.Tesla Hybrid cars Sam Gardnerpollution free Zero emissions PHEVconcept plug-in Honda free parking Who killed Electric Car? sports stations eco- friendly roadster NiMH Battery Volt Hybrids Toyota federal incentive RAV American Solar Challenge Chris Paine
  • 5. This document is proprietary and confidential. Reproduction prohibited.Ford and Toyota are getting more mentions on social mediaand news sites for the new vehicle launches and reviews. Teslagets more mentions on blogs for its Roadster model and itssporty feature. Honda is picking up in mentions for its HybridVehicles. News Blogs Microblogs Social Media 2000 1800Mentions are in ‘00 1600 439 424 450 1400 427 1200 348 308 317 1000 305 800 600 888 958 908 400 767 200 89 149 103 188 0 Honda Ford Tesla Toyota
  • 6. This document is proprietary and confidential. Reproduction prohibited.Among top events, Ford and Toyota are discussed more inChallenge Bibendum World event regarding its hybrid andcleantech cars. American Solar Challenge and Formula SunGrand Prix gets more mentions for modified solar powered carsand associated racing events. Green in the City and EV Rallyare picking up in mentions for their awareness programs onelectric vehicles. Scale 1-10 Challenge Bibendum, Rio de Janerio FT. PIERCE 13th Annual EV Rally Green in the City, Illinois Formula Sun Grand Prix, 2010 American Solar Challenge, North America 0 2 4 6 8 10 Tesla Ford Honda Toyota
  • 7. This document is proprietary and confidential. Reproduction prohibited.Among campaigns, free and quick test drives for electric carenthusiasts followed by free unlimited parking at shoppingcenters for electric vehicles, gets most mentions. Tax benefitsand sales tax exemption from the State and Federal governmenton electric cars also attracts a lot of positive buzz. The federalincentive of 50% discount on newly established recharge stationsis also discussed a lot. 16% 33% 11% 19% 21% Free test drive Free parking 50% discount on recharge stations Federal Tax benefits Other
  • 8. This document is proprietary and confidential. Reproduction prohibited.Among top mentioned brands, Smith Ampere gets more mentionsfor its modified Ford Transit Connect Vehicle. Third generationToyota PHEV is discussed more for its style and modifications.Tesla Roadster is discussed more for its 200 miles range ofbattery life followed by sporty looks. Nissan LEAF and ChevroletVolt are picking up in mentions for its new vehicle launches inUSA. Positive Negative Neutral 100% 27 35 31 28 80% 39 44 50 50 60% 15 16 16 16 34 13 40% 15 14 58 49 56 20% 45 43 35 35 36 0% Chevrolet Ford Transit Nissan Honda EV Reva NXR Toyota iQ Toyota Tesla Volt Connect LEAF PHEV Prius PHEV Roadster Electric
  • 9. This document is proprietary and confidential. Reproduction prohibited.Sam Gardner‟s (Climate change policy officer at WWF) statement onsupporting eco friendly electric vehicles attracts a lot of positive mentionsonline. Chris Paine‟s documentary on “Who killed Electric car?” also attracts alot of mentions. Laurie S. Fulton is also strongly associated with electric cars,since he opened Tesla‟s first dealership in Denmark. Blogs of popular autoanalyst, Wes Brown also attract a lot of electric car enthusiasts. Tom Banse‟scoverage of Nissan‟s first electric car delivery is also discussed online. Wes Brown Sam Gardner Chris Paine Laurie S.Fulton Tom Banse 0% 10% 20% 30% 40% 50% 60% Neutral Negative Positive
  • 10. This document is proprietary and confidential. Reproduction prohibited.Overall sentiment tone for electric cars is positive. People arehappy about the zero emissions and initiatives taken bygovernment. Concerns are related to transmission, mileage,wiring and electrical issues. Neutral mentions are mostly aboutnew vehicle launches and advertisements. Unless people test ridethe electric cars, they are apprehensive about purchasing thesame. 60% 50% 40% 30% 20% 10% 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Positive % Negative % Neutral %
  • 11. This document is proprietary and confidential. Reproduction prohibited.Most positive reviews for electric cars are for it beingenvironmental friendly and low maintenance. Tesla Roadster &Toyota Prius are getting more mentions for its sporty look anddesign. Ford is discussed more for its transit connect vehicles.Availability of various newly launched vehicles by Toyota andHonda in USA is also getting positive reviews. Toyota Honda Ford Tesla 30% 25% 20% 15% 10% 5% 0% Design & Style Zero Lower Availability Promotional emissions maintenance activities charges
  • 12. This document is proprietary and confidential. Reproduction prohibited.Concerns are related to electric and wiring issues in few modifiedmodels of Honda, Ford and Chevrolet. Battery cost, life and longrecharge time remains a major issue in all the models. Electricvehicles not supporting long drives is a concern in Ford and othermodels. Toyota Ford Honda Tesla Electric and wiring issues Cant support long drives Battery maintenance Long recharge time Battery cost & life 0 5 10 15 20 25 30
  • 13. This document is proprietary and confidential. Reproduction prohibited.Top markets to tap into for EVs which has more than 90% of peoplecommuting by car are shown below. Tesla and other models which can cover200 miles are discussed more for speedy and eco friendly travel. SmithAmpere/Ford Transit Connect gets more mentions from St.Louis, Atlanta andMiami. Online mentions also indicate that the top fear by most electric carcommuters is the fear of running out of battery charge in the middle of theroad. Toyota Honda Ford Tesla 500 450 400 350 300 250 200 150 100 50 0
  • 14. This document is proprietary and confidential. Reproduction prohibited.Men in age group of 35-45 are discussing more about stylishlooks, and enquiring on converting their existing car into electric.Discussions related to looks, design and style, battery life andmaintenance are from younger folks. Mentions from women arerelated to economy, price of car and battery. Age Breakdown Gender Breakdown 18% 7% 23% 36% 25% 57% 34% 18 - 24 25 - 34 35 - 45 > 45 Male Female Unknown
  • 15. This document is proprietary and confidential. Reproduction prohibited.Plug in America gets more mentions for vehicle reviews,promotional activities and testimonials from the customers.Discussions from customers related to new vehicle queries, andmodel availability are more on Facebook. Discussions fromemployees of Toyota and Honda are on LinkedIn. Positive Negative Neutral LinkedIn ibibo qna.rediff Plug in America Facebook 0 2 4 6 8 10 Scale 1-10
  • 16. This document is proprietary and confidential. Reproduction prohibited.The electric version of Ford Transit Connect, Smith Ampere isgetting more mentions for its promotional activities. Honda andToyota are discussed more for the events and productlaunches. New dealerships and product reviews are more forTesla. Toyota Ford Honda Tesla 30 25 20 15 10 5 0 Price Promotion Dealerships Product
  • 17. This document is proprietary and confidential. Reproduction prohibited.Overall employee feedback for Toyota is positive for the Kaizentechnology and 6 sigma policies followed in the company. Hondaand Tesla gets more mentions for the work ambience andcooperative management. Ford is discussed more for the flexibilityin work conditions and high salary. Toyota Honda Ford Tesla 100% 90% 21 14 80% 34 31 70% 23 23 60% 18 50% 28 36 40% 28 30% 29 15 20% 35 10% 28 19 18 0% Good place to Continuous Management Great perks work improvement
  • 18. This document is proprietary and confidential. Reproduction prohibited.News mentions are mostly about new vehicle launches whereasblogs talk about model availability and consumer reviews.Discussions on social media sites and microblogs are related totest drive experiences, benefits of electric cars and eventspromoting the same. Honda gets more mentions on auto blogs Ford Transit Connect gets more mentions on blogs and social media sites 6% 8% 27% 24% 48% 19% 49% 19% News Blogs Microblogs Social Media News Blogs Toyota gets more mentions on blogs and Overall mentions are more on social media microblogs about new car launches sites and automobile blogs 10% 7% 24% 25% 17% 49% 18% 50% News Blogs News Blogs
  • 19. This document is proprietary and confidential. Reproduction prohibited.Location preferences are consistent with cities where more than90% of its population commute by car. Tesla Roadster, ToyotaPrius and Honda PHEV are discussed more for its style, designand battery type. Ford gets more mentions especially for its allelectric transit connect vehicle.Toyota has a dominant presence in Miami and Dallas Honda tends to have a larger presence in Detroit and Tampa Mentions Mentions 0 200 400 600 0 200 400 600 Miami Sacramento Houston Dallas Houston Cincinnati Tampa Detroit Ford has universal appeal Electric Cars are almost exclusively well known in Detroit and Houston Mentions Mentions 0 200 400 600 0 500 1000 1500 2000 St.Louis Dallas Phoenix Detroit Sacramento Miami Houston Detroit
  • 20. This document is proprietary and confidential. Reproduction prohibited.Toyota and Honda gets more mentions from middle aged folksfor its unique designs and low battery maintenance of the cars.Battery type and recharge time remains a major issue from allthe age groups. Ideas to avoid long waiting time for recharge atstations and modifications in existing cars to electric cars is fromolder folks. Tesla a young demographic of mentions Toyota is more prominent in the middle age group 24% 17% 21% 16% 31% 34% 28% 29% 19-29 29-39 39-49 >49 19-29 29-39 39-49 >49 Honda appeals across demographics Electric cars are more popular among middle age and older folks 24% 21% 21% 20% 26% 29% 28% 31% 19-29 29-39 39-49 >49 19-29 29-39 39-49 >49
  • 21. This document is proprietary and confidential. Reproduction prohibited.Tesla is discussed mostly by men for its 200mile battery life andsporty looks of its model Roadster. Among new productlaunches, Chevrolet Volt, Nissan LEAF, Toyota Prius 3rdgeneration and Honda PHEV are getting more mentions. RevaNXR is picking up in mentions from women in small electric carsegment. Tesla has most mentions from men (>60%) Both men and women equally talk about Toyota 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 20% 30% 10% 20% 0% 10% 0% Q1 Q2 2010 Q3 Q1 2010 2010 Q4 Q2 2010 2010 Q3 2010 2010 Q4 2010 Honda is mostly mentioned by men (>60%) Electric Cars have mostly male mentions (>60%) 100% 100% 80% 80% 60% 60% 40% 40% 20% 20% 0% 0% Q1 Q1 Q2 Q2 2010 Q3 2010 Q3 2010 Q4 2010 Q4 2010 2010 2010 2010
  • 22. This document is proprietary and confidential. Reproduction prohibited.Overall sentiment for electric cars is positive for beingenvironmental friendly and companies promoting activities andnew product launches. Cost of battery, wiring and battery issuesare the top concerns.Toyota gets most positive reviews as largest EV producer Honda is discussed more for its new vehicle launches 60 60 50 50 40 40 30 30 20 20 10 10 0 0 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2010Tesla gets the most positive reviews for its design Electric vehicles are overwhelmingly positive,and sporty looks only negative is on battery life and price 50 50 40 40 30 30 20 20 10 10 0 0 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Positive % Negative % Neutral %
  • 23. This document is proprietary and confidential. Reproduction prohibited.Key Mentions - News
  • 24. This document is proprietary and confidential. Reproduction prohibited.Key Mentions - Blogs
  • 25. This document is proprietary and confidential. Reproduction prohibited.Key Mentions - Microblogs
  • 26. This document is proprietary and confidential. Reproduction prohibited.Key Mentions – Social Media
  • 27. This document is proprietary and confidential. Reproduction prohibited.Key Mentions - Events
  • 28. This document is proprietary and confidential. Reproduction prohibited.Key Mentions - Video