Automotive Industry Overview
October 2008 Edition
Please Direct All Inquires to:
Larry Black
Automotive Vertical Lead
562.947.2360
Larry.Black@nielsen.com
Report Prepared By:
Jennifer Volz
Automotive Industry Analyst
Confidential
© 2008 The Nielsen Company

October 2008: Luxury Automakers Overview
Future vehicle news, concepts and reveals drive key buzz spikes for luxury automakers in October 2008. The Meet
the Beckers series and content from the Lexus L-Studio site emerge as the top consumer-cited videos.
Online Brand Buzz Among Top Five Luxury Automakers* - October 2008
5000 • The highest spike in October buzz for
4500 BMW relates to consumer responses
to the X1 Concept
4000
3500
# of Messages
3000 • Buzz about the IS 250C, revealed at
the Paris Motor Show, generates a
2500
spike in Lexus buzz on October 2nd
2000
1500
• Confirmation of the first V8 engine for
1000
Acura – which consumers expect to
500 be used in the RL or the “X6 fighter”
0 CUV – generates buzz on October
20th
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/2
/2
/2
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1/
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5/
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9/
1/
3/
5/
7/
9/
1/
/1
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/1
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BMW Mercedes-Benz Lexus Acura Cadillac
October Video Facts:
• The first two episodes of the Meet the Beckers viral video
series are top cited videos within Audi, BMW, and Mercedes
buzz
• Though Meet the Beckers also spoofs Lexus drivers, the top http://www.youtube.com/
video link for Lexus comes from the L-Studio video site watch?v=OfXqt0PuHQk http://lstudio.lexus.com/#vid1338
*based on US sales data in October Confidential
© 2008 The Nielsen Company
2

Hot Topic: Speculation Fuels Merger/Takeover Buzz
Within buzz about the potential sale of Chrysler, most consumers speculate about the implications if a
GM/Chrysler merger were to happen. Consumers wonder which models might be discontinued, exhibit
opposition to a government loan funding the merger and worry about job cuts. Porsche increasing its stake in
VW generates less buzz; many think it is a good business move in terms of product diversification.
“Chrysler and GM have NOTHING the other either
18%
% of Merger/Takeover Buzz for Chrysler and VW
needs or wants. Their deficiences are the same. No
Blogs and % of Merger/Takeover Buzz Porsche foreseeable good could come out a merger between
16% increases
news sites VW and the two that I can see.”
announce Porsche stake in VW; Forums.anandtech.com, October 11, 2008
14%
that GM and
8% GM asks US
Chrysler are government “I just read that GM and Chrysler are talking merger
12%
in merger for $10B but it is on hold because of the financial market. If it
Chrysler and
10% talks merger loan stabilizes, the talks will resume. If this did go thru it will
Potential
Buyers be interesting to see what models will get the axe.”
8% 92%
Forums.nascar.com, October 11, 2008
6% “Why is this a good idea when GM can't manage the
brands it has now? Plus, as an added bonus, we get to
4%
pay for it?”
2% Gminsidnews.com, October 28, 2008
0% “A guy on the news today speculated that the only
asset of Chrysler that GM would want is Jeep. A
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merger would result in elimination of almost the entire
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1/ white collar work force of Chrysler”
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Spartantailgate.com, October 29, 2008
“It's actually a pretty good fit and makes a lot of sense to have Porsche own VW. Let's not forget that most of this is positioning with regard to
CAFE standards/regulations.”
Autoblog.com, October 27, 2008
“I think it's smart. If Porsche can do this to diversify product protfolio, perhaps there will be less pressure to create more Porsche branded SUV's
and (soon to be) sedans and focus back on the 911 program and motorsports. Everything else has been a distraction, regardless of revenue.”
Forums.rennlist.com, October 28, 2008
Merger Buzz N= 12,872 Confidential
© 2008 The Nielsen Company