All content copyright Scenario Consulting Pvt. Ltd.

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The automobile industry is one of the most impacted by social media conversations,

which have a significant effect on opinion and purchase. Also, given the capital

intensive nature of the business, and the criticality of new launches, brand owners are

increasingly looking at the social web for marketing and deeper analysis to understand

brand and sales impact.

Moving away from the vanity indices, the 'Blogworks IndiaAuto Social Index' aims to

correlate social metrics, consumer sentiment and sales data to provide marketers and

brand owners with actionable insights.

Through leaderboards that we have created, the report will help auto brands to monitor

their performance vis-à-vis their competitors over a period of time. This monthly report

will show online movements in brand conversations and impact.

~ Top brands by mentions

~ Top brands by Brand Vibrancy Index (BVI)

~ Top nameplates by categories

~ Rank by total mentions

~ Buy a copy of the paid report today to also see:

~ How sentiment has shifted for your brand over time

~ How vibrant your brand is, in comparison to your competitors

~ Top nameplates by categories

~ Rank by Brand Vibrancy Index

~ Top-ranked categories by volume of mentions and Brand Vibrancy Index

~ For Top 5 most mentioned categories

~ Attributes & sentiment by nameplates

~ Category summaries and key conversation drivers

~ Individual brand dashboard for your brand

~ Brands covered Audi, BMW, Fiat, Ford, Honda, Hyundai, Jaguar,

Mahindra, Maruti Suzuki, Mercedes-Benz, Nissan, Skoda, SsangYong

Motors, Tata Motors, Toyota and Volkswagen

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MOST MENTIONED BRAND

~Toyota was the most mentioned auto brand online in December 2013. It jumped to the top spot from its

4th position in November

~Both Tata Motors and Nissan lost one position to be at the 2nd and the 3rd position respectively

~Hyundai moved up to the 9th position in December 2013 from the 12th position in November

BRAND VIBRANCY INDEX (BVI)

~#PowerfulPresence contest by Nissan Terrano continued to generate positive mentions for Nissan as

people appreciated the Nissan Terrano for its 'Looks/Design', 'Fuel Economy/Mileage' and 'Features' . It

climbed 5 positions on the BVI to be at the 1st position in December 2013

~Lamborghini was at the 2nd position on the Brand Vibrancy Index. With the announcement of the

Lamborghini Huracan set to replace the long-serving Gallardo in the Lamborghini line-up, positive

mentions increased for the brand

~Mercedes-Benz was at the 3rd position by the BVI in December. Test drives of the recently launched

limited-edition C-Class and Mercedes confirming long wheelbase variant of the C Class generated

positive mentions for the brand

.

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MONTHLY SENTIMENT BY BRAND

~Mercedes- Benz: Share of positive sentiment increased for Mercedes- Benz by 23%

~Ford: There was a decrease in the share of negative sentiment from 32% in November to 5% in

December

~Mahindra: Share of positive mentions witnessed an increase of 25% in December as compared to

November

TOP CATEGORY

SUV

~ SUV was the most mentioned category in December 2013

~ SUVs from Nissan had the highest share of positive mentions in the month of December

~ Maruti Suzuki was the top gainer in terms of its share of positive mentions. It saw a 45% jump

in December compared to November

~ Nissan Terrano, Maruti Suzuki Grand Vitara, Renault Koleos and Maruti Suzuki XA alpha shared

the top rank on the BVI in this category

~ Nissan Terrano drew the most positive mentions around its ‘Features’ - powerful engine,

audio system, dual air bags all were appreciated. ‘Looks/Design’ followed ‘Features’ in

generating positive mentions

SMALL HATCHBACK

~ Tata Nano was the most mentioned nameplate in this category followed by Maruti Suzuki Alto

~ Tata Motors had the highest share of positive mentions in this category

~ Maruti Suzuki Alto K10 had the highest share of positive mentions. People appreciated the

vehicle’s fuel efficiency

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TOP CATEGORY

BIG HATCHBACK

~ Totyota Etios Liva and Tata Vista were the most mentioned nameplates in this category

~ Nissan Micra has the highest share of positive mentions for December followed by Toyota

Etios Liva and Tata Vista

~ Positive mentions around Nissan Micra were around its ‘Looks/Design’ and ‘Features’

EXECUTIVE SEDAN

~ Toyota Corolla Altis is the most mentioned nameplate in this category. Skoda Octavia slipped

to the 3rd position in December from the 1st position in November

~ Toyota Corolla Altis had the highest share of positive mentions in this category

~ Hyundai Elantra had the highest share of negative mentions in this category in December.

Recall of the Hyundai Elantra in the US on account of design flaws drove negative mentions

for the brand

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TOP CATEGORY

~ MUV/MPV

~ Toyota Innova continued to be the highest contributor to the overall volume of mentions

~ Nissan Evalia had highest share of positive mentions among all the nameplates in the

category

~ Mahindra Bolero had the highest share of negative mentions in this category. People talked

about the vehicle being less spacious and poor quality in terms of interiors

~ MID-SIZE SEDAN

~ Honda City was the most mentioned brand in this category followed by Mahindra Verito

~ Ford Fiesta, Hyundai Verna, Maruti Suzuki SX4 and Nissan Sunny shared the top rank on the

BVI in this category

~ Hyundai Accent had the highest share of negative mentions around ‘Customer Care/ Service’

in this category. This led the nameplate to slip from being the most vibrant brand in

November to the bottom in this category in December

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Rank

(Dec

2013)

Rank

(Nov

2013)

Top-5 Most Mentioned Brands Dec 2013

1

4 Toyota

2 1 Tata Motors

3 2 Nissan

4 5 Maruti Suzuki

5 9 Mercedes- Benz

Rank

(Dec

2013)

Rank

(Nov

2013)

Top-5 Most Vibrant Brands Dec 2013

1 6 Nissan

2 - Lamborgini

3 8 Mercedes- Benz

4 3 Audi

5 5 BMW

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Rank Top-5 Most Mentioned

Nameplates – SUV

1 Nissan Terrano

2 Tata Safari

3 Mahindra Scorpio

4 Renault Duster

5 Ford Ecosport

Rank Top-5 Most Vibrant

Nameplates - SUV

1 Nissan Terrano

1 Maruti Suzuki Grand

Vitara

1 Renault Koleos

1 Maruti Suzuki XA Alpha

5 Mahindra Thar

Rank

Top-5 Most Mentioned

Nameplates – Small

Hatchback

1 Tata Nano

2 Maruti Suzuki Alto

3 Maruti Suzuki WagonR

4 Maruti Suzuki Alto K10

5 Hyundai Santro Xing

Rank

Top-5 Most Vibrant

Nameplates – Small

Hatchback

1 Maruti Suzuki Alto K10

1 Tata Nano

3 Hyundai i10

4 Maruti Suzuki WagonR

5 Maruti Suzuki Alto

Rank

Top-5 Most Mentioned

Nameplates – Mid size

Sedan

1 Honda City

2 Mahindra Verito

3 Ford Fiesta

4 Fiat Linea

5 Renault Scala

Rank

Top-5 Most Mentioned

Nameplates – Big

Hatchback

1 Toyota Etios Liva

2 Tata Vista

3 Fiat Grant Punto

4 Maruti Suzuki Swift

5 Hyundai Grand i10

Rank

Top-5 Most Vibrant

Nameplates – Mid size

sedan

1 Ford Fiesta

1 Maruti Suzuki SX4

1 Nissan Sunny

1 Hyundai Verna

5 Mahindra Verito

Rank

Top-5 Most Vibrant

Nameplates – Big

Hatchback

1 Nissan Micra

1 Toyota Etios Liva

3 Hyundai Grand i10

4 Hyundai i20

5 Tata Vista

SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK

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Rank

Top-5 Most Mentioned

Nameplates –

Executive Sedan

1 Toyota Corolla Altis

2 Honda Civic

3 Skoda Octavia

4 Chevrolet Cruze

5 Skoda Laura

Rank

Top-5 Most Mentioned

Nameplates – MUV /

MPV

1 Toyota Innova

2 Tata Sumo

3 Maruti Suzuki Ertiga

4 Mahindra Bolero

5 Chevrolet Tavera

Rank

Top-5 Most Mentioned

Nameplates – Sports

Cars

1 Ford Mustang

2 Audi R8

3 Lamborghini Aventador

4 Lamborghini Gallardo

5 Mercedes SLK-Class

Rank

Top-5 Most Mentioned

Nameplates – Luxury

Sedan

1 Mercedes C-Class

2 Honda Accord

3 Audi A4

4 Skoda Superb

5 BMW GT

Rank

Top-5 Most Vibrant

Nameplates –

Executive Sedan

1 Toyota Corolla Altis

2 Hyundai Elantra

3 Honda Civic

4 Renault Fluence

5 Volkswagen Jetta

Rank

Top-5 Most Vibrant

Nameplates – MUV /

MPV

1 Nissan Evalia

1 Tata Sumo

2 Toyota Innova

3 Maruti Suzuki Ertiga

4 Mahindra Bolero

Rank

Top-5 Most Vibrant

Nameplates – Sports

Cars

1 Audi R8

2 Mercedes SLK-Class

3 Lamborghini Aventador

4 Ford Mustang

Rank

Top-5 Most Vibrant

Nameplates – Luxury

Sedan

1 Audi A4

1 BMW GT

1 Mercedes E-class

1 Mercedes C-Class

5 Honda Accord

EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN

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Rank Top-5 Most Mentioned

Nameplates – Premium

Hatchback

1 MINI Cooper

2 Mercedes A-Class

3 Volkswagen Beetle

4 MINI Cooper convertible

5 MINI Cooper convertible

Ran

k

Top-5 Most Mentioned

Nameplates – Premium

SUV

1 Toyota Land Cruiser

2 Porsche Cayenne

3 Audi Q7

4 Land Rover Range Rover

Sport

5 BMW X5

Rank Top-5 Most Mentioned

Nameplates – Super

Luxury Sedan

1 BMW M

2 Mercedes S-class

3 Jaguar XF

4 BMW 7 Series

5 Rolls Royce Phantom

Rank Top-5 Most Mentioned

Nameplates – Hybrid /

Green

1 Toyota Prius

2 Mahindra Reva

3 Toyota Camry Hybrid

Rank Top-5 Most Vibrant

Nameplates – Premium

Hatchback

1 Volkswagen Beetle

1 MINI Cooper

3 Mercedes A-Class

Rank Top-5 Most Vibrant

Nameplates – Premium

SUV

1 Mercedes GL-Class

1 Toyota Land Cruiser

3 BMW X5

4 BMW X1

5 Mercedes M-Class

Rank Top-5 Most Vibrant –

Super Luxury Sedan

1 Mercedes S-class

Rank Top-5 Most Vibrant

Nameplates – Hybrid /

Green

1 Mahindra Reva

2 Toyota Prius

PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN

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By % change

in volume of

mentions

BRAND NAME % difference from

previous month

Top gainer Hindustan Motors +233%

Top loser Ferrari -97%

By rank BRAND NAME Difference in rank

Top gainer Force Motors 9

Top loser Ferrari -17

Toyota: Toyota is the most mentioned brand in the

month of December 2013. Toyota Corolla Altis

contributed the maximum to the volume of mentions

for the brand. People talked positively about the

vehicle’s ‘Engine Specification/Power’.

Rank in

Dec 2013 (Nov 2013) BRAND NAME Dec-13 Nov13

% difference in

volume of mentions

1 (4) Toyota 15279 9160 67%

2 (1) Tata Motors 10194 18597 -45%

3 (2) Nissan 9670 14528 -33%

4 (5) Maruti Suzuki 6577 8708 -24%

5 (9) Mercedes-Benz 5357 4131 30%

6 (3) Honda 3155 9663 -67%

7 (10) Mahindra 3023 3595 -16%

8(6) Ford 2638 6966 -62%

9 (12) Hyundai 2254 3567 -37%

10 (11) Fiat 1504 3588 -58%

11(17) BMW 1341 1388 -3%

12 (7) Audi 1275 6911 -82%

13(16) Renault 1209 1741 -31%

14(21) Lamborghini 1024 722 42%

15(18) Skoda 901 1374 -34%

16(14) Porsche 592 2641 -78%

17(19) Chevrolet 503 969 -48%

18(27) Force motors 459 264 74%

19(13) Volkswagen 404 2714 -85%

20(15) Jaguar 316 1910 -83%

21(28) Datsun 265 250 6%

22(22) MINI 232 604 -62%

23(25) Bugatti 205 433 -53%

24(30) Land Rover 189 170 11%

25(8) Ferrari 129 5014 -97%

26(24) Bentley 102 524 -81%

27(23) Mitsubishi 96 522 -82%

28(20) Rolls Royce 82 782 -90%

29(31) Ssangyong 70 80 -13%

30(32) Maybach 51 52 -2%

31(33) Maserati 45 46 -2%

32(35) Hindustan Motors 20 6 233%

33(32) Ashok Leyland 20 56 -64%

34(29) Volvo 6 216 -97%

35(34) Premier 4 7 -43%

December 2013 November 2013

Brand name Positive Neutral Negative Positive Neutral Negative

Toyota 77% 6% 17% 89% 0% 11%

Tata Motors 56% 27% 16% 57% 12% 31%

Nissan 100% 0% 0% 75% 7% 17%

Maruti Suzuki 55% 18% 27% 48% 20% 32%

Mercedes-Benz 87% 13% 0% 64% 18% 18%

Honda 48% 29% 23% 68% 12% 20%

Mahindra 65% 14% 21% 40% 21% 40%

Ford 65% 30% 5% 50% 17% 33%

Hyundai 52% 19% 29% 64% 8% 28%

Fiat 47% 40% 13% 60% 13% 27%

BMW 85% 0% 15% 74% 17% 9%

Audi 88% 6% 6% 84% 9% 6%

Renault 44% 28% 28% 54% 7% 40%

Lamborghini 90% 10% 0% NA NA NA

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Hyundai: Hyundai Elantra was the highest contributor of

negative mentions for Hyundai. The negative mentions

were around people highlighting bad customer service

experience. Recall of Hyundai Elantra in the US was also a

contributor.

Nissan: Nissan had the highest share of positive mentions

across all the brands. Most of the positive mentions were

around Nissan Terrano where people talked about its

‘Looks/Design’ and ‘Features’ that are available in the

car.

* Arrow sign shows the impact of the shift in sentiment compared to previous month

17 All content copyright Scenario Consulting Pvt. Ltd.

~ The report currently considers 37 four wheel consumer segment vehicle brands.

~ All publicly available data from channels like Twitter, forums, blogs, mainstream media, YouTube,

Flicker and Facebook were tracked for the month of December 2013. Given that most Facebook

conversations happen on closed personal networks, tracking them is not possible. Hence their

percentage is very tiny in overall mentions.

~ All nameplates of brands featured in the below-mentioned categories were considered. Newly

announced nameplates are also considered in the report.

Category Sub-category

Hatchback

Small hatchback

Big hatchback

Premium hatchback

Sedan

Mid-size sedan

Executive sedan

Luxury sedan

Super luxury sedan

SUV/MUV/LMV and offroad

SUV & offroad

Premium SUV

MUV/MPV

Other Sports car

Hybrid/Green

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∼ All 12 categories of cars were considered for the attribute study. A sample of 1000 mentions each

month were taken for the thematic study.

∼ Publicly available data with the region filter ‘India’ reflected very low volume of mentions on

Facebook. Hence we did not consider Facebook data for the sample.

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We have made all efforts to keep the report error free.

Please do point out any errors that you may notice and

we will incorporate your insights in future editions.

Please write to us at reports@blogworks.in with the

subject line ‘corrections’.

ABOUT BLOGWORKS

Driven by purpose and meaning, Blogworks helps global brands and

organisations strategically leverage social media to draw insights, engage

stakeholders in conversations, build communities, and co-create for business

impact.

Visit us at www.blogworks.in. Connect with us at conversations@blogworks.in

www.blogworks.in

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