Social Media Analysis of Electric Cars Industry in USA

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Electric Cars
Jan 2010 – Dec 2010


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


Discussions related to car models, design & style, battery life
and new product launches are more on social media sites and
automobile related blogs. Mentions about test drive availability,
incentives and offers and other promotional activities are more
on 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


Tag cloud shows the mention trend for top benefits of Electric
cars and brands associated with EVs.

Tesla Hybrid cars Sam Gardner
pollution free Zero emissions PHEV
concept 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


Ford and Toyota are getting more mentions on social media
and news sites for the new vehicle launches and reviews. Tesla
gets more mentions on blogs for its Roadster model and its
sporty feature. Honda is picking up in mentions for its Hybrid
Vehicles.
News Blogs Microblogs Social Media
2000
1800
Mentions 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


Among top events, Ford and Toyota are discussed more in
Challenge Bibendum World event regarding its hybrid and
cleantech cars. American Solar Challenge and Formula Sun
Grand Prix gets more mentions for modified solar powered cars
and associated racing events. Green in the City and EV Rally
are picking up in mentions for their awareness programs on
electric 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


Among campaigns, free and quick test drives for electric car
enthusiasts followed by free unlimited parking at shopping
centers for electric vehicles, gets most mentions. Tax benefits
and sales tax exemption from the State and Federal government
on electric cars also attracts a lot of positive buzz. The federal
incentive of 50% discount on newly established recharge stations
is also discussed a lot.
16%
33%
11%

19%
21%

Free test drive Free parking
50% discount on recharge stations Federal Tax benefits
Other


Among top mentioned brands, Smith Ampere gets more mentions
for its modified Ford Transit Connect Vehicle. Third generation
Toyota PHEV is discussed more for its style and modifications.
Tesla Roadster is discussed more for its 200 miles range of
battery life followed by sporty looks. Nissan LEAF and Chevrolet
Volt are picking up in mentions for its new vehicle launches in
USA.
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


Sam Gardner‟s (Climate change policy officer at WWF) statement on
supporting eco friendly electric vehicles attracts a lot of positive mentions
online. Chris Paine‟s documentary on “Who killed Electric car?” also attracts a
lot of mentions. Laurie S. Fulton is also strongly associated with electric cars,
since he opened Tesla‟s first dealership in Denmark. Blogs of popular auto
analyst, Wes Brown also attract a lot of electric car enthusiasts. Tom Banse‟s
coverage 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


Overall sentiment tone for electric cars is positive. People are
happy about the zero emissions and initiatives taken by
government. Concerns are related to transmission, mileage,
wiring and electrical issues. Neutral mentions are mostly about
new vehicle launches and advertisements. Unless people test ride
the electric cars, they are apprehensive about purchasing the
same.
60%

50%

40%

30%

20%

10%

0%
Q1 2010 Q2 2010 Q3 2010 Q4 2010
Positive % Negative % Neutral %


Most positive reviews for electric cars are for it being
environmental friendly and low maintenance. Tesla Roadster &
Toyota Prius are getting more mentions for its sporty look and
design. Ford is discussed more for its transit connect vehicles.
Availability of various newly launched vehicles by Toyota and
Honda 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


Concerns are related to electric and wiring issues in few modified
models of Honda, Ford and Chevrolet. Battery cost, life and long
recharge time remains a major issue in all the models. Electric
vehicles not supporting long drives is a concern in Ford and other
models.
Toyota Ford Honda Tesla

Electric and wiring issues

Can't support long drives

Battery maintenance

Long recharge time

Battery cost & life

0 5 10 15 20 25 30


Top markets to tap into for EVs which has more than 90% of people
commuting by car are shown below. Tesla and other models which can cover
200 miles are discussed more for speedy and eco friendly travel. Smith
Ampere/Ford Transit Connect gets more mentions from St.Louis, Atlanta and
Miami. Online mentions also indicate that the top fear by most electric car
commuters is the fear of running out of battery charge in the middle of the
road.

500
450
400
350
300
250
200
150
100
50
0


Men in age group of 35-45 are discussing more about stylish
looks, and enquiring on converting their existing car into electric.
Discussions related to looks, design and style, battery life and
maintenance are from younger folks. Mentions from women are
related 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


Plug in America gets more mentions for vehicle reviews,
promotional activities and testimonials from the customers.
Discussions from customers related to new vehicle queries, and
model availability are more on Facebook. Discussions from
employees 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


The electric version of Ford Transit Connect, Smith Ampere is
getting more mentions for its promotional activities. Honda and
Toyota are discussed more for the events and product
launches. New dealerships and product reviews are more for
Tesla.

Toyota Ford Honda Tesla
30
25
20
15
10
5
0
Price Promotion Dealerships Product


Overall employee feedback for Toyota is positive for the Kaizen
technology and 6 sigma policies followed in the company. Honda
and Tesla gets more mentions for the work ambience and
cooperative management. Ford is discussed more for the flexibility
in work conditions and high salary.
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


News mentions are mostly about new vehicle launches whereas
blogs talk about model availability and consumer reviews.
Discussions on social media sites and microblogs are related to
test drive experiences, benefits of electric cars and events
promoting 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


Location preferences are consistent with cities where more than
90% of its population commute by car. Tesla Roadster, Toyota
Prius and Honda PHEV are discussed more for its style, design
and battery type. Ford gets more mentions especially for its all
electric 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


Toyota and Honda gets more mentions from middle aged folks
for its unique designs and low battery maintenance of the cars.
Battery type and recharge time remains a major issue from all
the age groups. Ideas to avoid long waiting time for recharge at
stations and modifications in existing cars to electric cars is from
older 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


Tesla is discussed mostly by men for its 200mile battery life and
sporty looks of its model Roadster. Among new product
launches, Chevrolet Volt, Nissan LEAF, Toyota Prius 3rd
generation and Honda PHEV are getting more mentions. Reva
NXR is picking up in mentions from women in small electric car
segment.
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


Overall sentiment for electric cars is positive for being
environmental friendly and companies promoting activities and
new product launches. Cost of battery, wiring and battery issues
are 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 2010

Tesla 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 %


Key Mentions - News


Key Mentions - Blogs


Key Mentions - Microblogs


Key Mentions – Social Media


Key Mentions - Events


Key Mentions - Video

Social Media Analysis of Electric Cars Industry in USA

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