Media image of SA automotive industry in 2011

1. The SA automotive industry: rising media confidence
Corporate coverage on the industry and car manufacturers: Jan 2010 – Dec 2011
- How have traditional brands faired in 2011?
- Has the industry’s media profile improved along with sales?
- What were the industry’s key image drivers in 2011?
Basis: Media Tenor South Africa
28 917 statements on the automotive infosa@mediatenor.com
industry in SA financial media +27 12 346 6422

2. SA automotive industry
Rising confidence in SA automotive industry
Pretoria, 29/03/2012. Media confidence in the automotive industry is at a three year high according to Media Tenor research of
the industry in leading South African media. The analysis finds that the sector’s profile portrayed in the media has been on an
upward trend since the third quarter of 2010, with ratings over the past three years peaking in the last quarter in 2011.
The analysis, said Media Tenor researcher, Rieyaad Hartley suggests that continued progress of the industry’s image in 2012
will largely depend on growth in the domestic market and South Africa’s ability to make further inroads into the global market. It
highlights that improved vehicle sales achieved in 2010 were tied largely to an improvement in domestic economic conditions
with the South African economy officially moving out of recession in the third quarter of 2009.
“Improved financing of consumers, an increase in general vehicle affordability and the introduction of new vehicle models saw
this trend continuing into 2011. At that time, the industry recorded its highest sales in five years, achieving a 15% growth rate
when compared to 2010,” he said.
The sector’s ability to utilise government’s renewed support, he added will likely help maintain such positive momentum over the
short to medium term. Hartley further advocated that the industry should “continue to address underlying factors such as labour
relations and the environment.”
The study also found that traditional car brands dominated coverage in 2011. The likes of Japanese car manufacturer Toyota
maintained good market share despite a few setbacks over the years, an indication of enduring public loyalty in its products.
German manufacturers meanwhile emerged with the most positive media image as a result of new vehicle models. This led to
renewed interest at the lower end of the market.
“The industry seems to have moved on from the challenges of 2010, hitting the right notes in terms of key image drivers in
2011.Its prospects however remain largely tied to the volatile and turbulent global market, leaving many issues beyond its
control,” Hartley said, concluding: “Profit and consumers remain at the heart of progress for the sector. Branding and
communications remain key in supporting a profile beyond the industry’s traditional media channels such as trade publication
and consumer magazines.”.
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3. SA automotive industry
Reporting on the top car manufacturers: Jan 2011 – Dec 2011
Toyota sales relatively unaffected by 2011 recalls…
Car brands: 2011
Vehicle sales
Toyota
Nissan Position Passenger cars Position Light commercial
1 VW Polo Vivo 1 Toyota Hilux
Volkswagen
2 VW Polo 2 Chevrolet Corsa Utility
BMW 3 Toyota Corolla/Auris 3 Toyota Quantam
4 Toyota Fortuner 4 Isuzu KB
Ford
5 Chevrolet Aveo 5 Nissan NP200
Mercedes Benz 6 Ford Figo 6 Nissan NP300 Hardbody
7 BMW 3 Series 7 Ford Bantam
Honda
8 Mercedes C-Class 8 VW Amarok
Saab 9 Toyota Yaris 9 Ford Ranger
Fiat 10 Nissan Micra 10 Mazda BT-50
Tata November 2011 data
0 500 1000 1500 2000 2500
Negative Neutral Positive
Despite recalls related fuel leakages, acceleration, tire pressure and steering, several
Toyota models featured amongst the top selling cars in both the passenger and light
commercial vehicle categories. German car makers had the most positive image for 2011.
Basis: 17 896 statements on companies in SA financial media Note: Data obtained from wheels24.co.za
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4. SA automotive industry
Perceptions of top car manufacturing countries in SA: Jan 2011 - Dec 2011
…while traditional brands remain dominant
Position Brand Balanced rating Manufacturing country Position Brand Balanced rating
1 VW 21%
German USA 1 Ford 15%
2 BMW 22% 31% 8%
3 Mercedes Benz 14%
1 Saab -45%
Swedish
5%
Italian 1 Fiat 8%
5%
India 1 Tata 2%
4%
1 Nissan 6%
2 Toyota -8% Japanese
3 Honda -31% 47%
Japanese and German manufacturers dominated coverage on the local market with 31%
and 47% respectively exceeding US makers and other more non-traditional
manufacturers.
Basis: 9 551 statements on companies in SA financial media 3
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5. SA automotive industry
Tone of reporting on top SA industries: 2010 vs. 2011
Vehicle sector profile up in 2011
Top SA industries: 2010 Top SA industries: 2011
Banks Banks
Mining Mining
IT IT
Retail Retail
Financial Services Financial Services
Telecoms Telecoms
Insurance Insurance
Automotive Automotive
Energy Energy
Building Building
-20% -15% -10% -5% 0% 5% 10% 15% 20% -20% -15% -10% -5% 0% 5% 10% 15% 20%
Negative Positive Negative Positive
A comparative look at the automotive sector reveals that the industry’s 2011 profile is
amongst the more positive sectors and has increased 6% to the positive in terms of
balanced ratings.
Basis: 900 542 statements on industries in SA financial media 4
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6. SA automotive industry
Top issues associated with the vehicle industry: Jan 2011 – Dec 2011
Is progress set to continue into 2012…
2011 Industry headlines
30%
“Vehicle sales up 11.7% in November” Business day, 02/12/11
20%
10% “Vehicle investment to hit the road running” Business day, 08/07/11
0%
“Japan disaster reshapes vehicle industry” Fin24, 26/4/11
-10%
-20%
“Naamsa sees 2011 car boom” Times, 08/11/11
-30%
“Automotive industry still healthy, despite slower vehicle sales”
Engineering News, 22/07/11
Ratings
Overall coverage in 2011 was driven by more positive developments and news related to
vehicle sales and growth in local manufacturing which portrayed an increasing resilience
in the sector.
Basis: 28 917 statements in SA financial media 5
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7. SA automotive industry
Top issues associated with the vehicle industry: Jan 2011 – Dec 2011
…an increase in key drivers supports this notion
Top industry issues: Volume
Products, services
Situation of a company
Capacity, production
Strikes
Customers relations
Public relations
Investment
2011
Demand, sales
Branding 2010
Product recall
0 300 600 900 1200 1500
No. of statements
The automotive industry has discarded some of its more negative issues of 2010.
Recalls and strikes were overshadowed by issues such as investment, sales and new
products.
Basis: 28 917 statements in SA financial media 6
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8. Contact
We analyse globally
www.mediatenor.co.za
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Tel.: +27 (0)12 - 346 6422; Fax: +27 (0)12 - 346 4436
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