Blogworks IndiaAuto Social Index - September 2013

IndiaAuto Social Index September 2013

#indiautosocial

All content copyright Scenario Consulting Pvt. Ltd.

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ABOUT THE REPORT

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.

most mentioned brands blogworks vibrancy

index buzz vs sales

monitor health on the web through the brand dashboards

channels and channel behaviour

monitor attributes and nameplates by categories

INDEX

BUZZ

12

BRAND DASHBOARD

57

CHANNELS

52

CATEGORY

18

LEADERBOARD

07

brand and category leaders

5

MOST MENTIONED BRAND

~ With the launch of the facelifted Innova, Toyota emerged as the most mentioned brand in September 2013.

~ Tata Motors continued to stay at the 2nd position. The brand mentions were because of the launch of Tata Nano with diesel engine.

~ Hindustan Motors witnessed a 588% jump in volume of mentions generated by the Ambassador Encore diesel taxi. It was the top gainer in terms of rank.

MONTHLY SENTIMENT BY BRAND

~ Toyota: Launch of the facelifted Toyota Innova contributed a significant 41% to the positive mentions for the brand. The positive mentions were primarily around the extensive use of chrome which gave the car a premium look. Different auto magazines which featured reviews of the facelifted Innova were widely shared.

~ Tata Motors: Negative sentiment increased and positive sentiment decreased for Tata Motors. Tata Nano and Tata Aria contributed the most to the negative sentiment. News of launch of Tata

Nano with diesel engine received negative feedback from people for the rising prices of diesel. Price of Tata Aria in comparison to other vehicles in the same segment contributed to negative

mentions. BRAND VIBRANCY INDEX (BVI)

Jaguar and Bentley emerged as the most vibrant brands in September 2013.

EXECUTIVE SUMMARY

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BUZZ V/S SALES

The section shows social metrics, consumer sentiment and sales data.

CONVERSATION MAKER OF THE MONTH

~ There was no conversation maker in September 2013.

TOP CATEGORY

~ By total mentions, Mid-size sedan emerged as the most talked-about category. Toyota Etios launching the limited edition of Etios Xclusive contributed to buzz for Toyota Etios in the Mid-size sedan segment.

~ By Brand Vibrancy Index, Hybrid/ Green cars was the most vibrant category in September 2013. Positive mentions around Toyota Camry Hybrid helped Hybrid/Green segment to move up to the 1st position in September 2013.

CHANNEL BEHAVIOUR BY CATEGORY

An in-depth look into which channels the conversations are taking place on, and how we can categorise the participants according to whether they are Spectators, Owners, Experts, Prospects, Media, Online Influencers or Bloggers.

EXECUTIVE SUMMARY

LEADERBOARD

07

brand and category leaders

9

LEADERBOARD

Rank Top-5 Most Mentioned Nameplates - SUV

1 Tata Aria

2 Renault Duster

3 Nissan Terrano

4 Ford EcoSport

5 Mahindra Scorpio

Rank Top-5 Most Vibrant Nameplates - SUV

1 Tata Safari

1 Maruti Suzuki XA Alpha

3 Nissan X-Trail

4 Nissan Terrano

5 Toyota Fortuner

Rank Top-5 Most Mentioned Nameplates – Small Hatchback

1 Tata Nano

2 Hyundai Grand i10

3 Hyundai i10

4 Maruti Suzuki Alto

5 Honda Brio

Rank Top-5 Most Vibrant Nameplates – Small Hatchback

1 Hyundai EON

1 Maruti Suzuki WagonR

3 Hyundai Grand i10

4 Honda Brio

5 Hyundai Santro Xing

Rank Top-5 Most Mentioned Nameplates – Mid size Sedan

1 Toyota Etios

2 Fiat Linea

3 Tata Manza

4 Honda City

5 Renault Scala

Rank Top-5 Most Mentioned Nameplates – Big Hatchback

1 Ford Figo

2 Fiat Grand Punto

3 Tata Vista

4 Maruti Suzuki Swift

5 Tata Indica

Rank Top-5 Most Vibrant Nameplates – Mid size sedan

1 Maruti Suzuki Swift Dzire

1 Nissan Sunny

1 Hyundai Verna

4 Honda City

5 Tata Manza

Rank Top-5 Most Vibrant Nameplates – Big Hatchback

1 Skoda Fabia

1 Maruti Suzuki Ritz

3 Honda Jazz

4 Tata Indica

5 Toyota Etios Liva

SUV SMALL HATCHBACK MID SIZE SEDAN BIG HATCHBACK

10

LEADERBOARD

Rank Top-5 Most Mentioned Nameplates – Executive Sedan

1 Skoda Octavia

2 Honda Civic

3 Toyaota Corolla Altis

4 Maruti Suzuki SX4

5 Skoda Laura

Rank Top-5 Most Mentioned Nameplates – MUV / MPV

1 Toyota Innova

2 Maruti Suzuki Ertiga

3 Tata Sumo

4 Chevrolet Tavera

5 Mahindra Bolero

Rank

Top-5 Most Mentioned Nameplates – Sports Cars

1 Lamborghini Aventador

2 Audi R8

3 Lamborghini Gallardo

4 Porsche 911

5 Land Rover Range Rover Sport

Rank Top-5 Most Mentioned Nameplates – Luxury Sedan

1 Toyota Camry

2 Skoda Superb

3 Audi A4

4 Honda Accord

5 Audi A6

Rank Top-5 Most Vibrant Nameplates – Executive Sedan

1 Hyundai Elantra

1 Maruti Suzuki SX4

3 Skoda Laura

4 Honda Civic

5 Skoda Octavia

Rank Top-5 Most Vibrant Nameplates – MUV / MPV

1 Toyota Innova

2 Maruti Suzuki Ertiga

3 Mahindra Xylo

3 Mahindra Bolero

5 Tata Sumo

Rank

Top-5 Most Vibrant Nameplates – Sports Cars

1 Jaguar F-Type

1 Porsche 911

1 Mercedes SLS-Class

1 Audi R8

1 Audi TT

Rank Top-5 Most Vibrant Nameplates – Luxury Sedan

1 Toyota Camry

1 Mercedes E-class

1 Audi A4

1 Mercedes C-Class

5 Skoda Superb

EXECUTIVE SEDAN MUV/MPV SPORTS CARS LUXURY SEDAN

11

LEADERBOARD

Rank Top-5 Most Mentioned Nameplates – Premium

Hatchback

1 Volkswagen Beetle

2 Mercedes A-Class

Rank Top-5 Most Mentioned Nameplates – Premium

SUV

1 Land Rover Range Rover

2 Audi Q7

3 Audi Q3

4 Toyota Land Cruiser

5 Porsche Cayenne

Rank

Top-5 Most Mentioned Nameplates – Super

Luxury Sedan

1 Mercedes S-class

2 Audi A8

3 Jaguar XJ

4 Bentley Continental GT

5 Porsche Panamera

Rank Top-5 Most Mentioned Nameplates – Hybrid /

Green

1 Toyota Camry Hybrid

2 Mahindra Reva

3 Toyota Prius

4 BMW i3

Rank Top-5 Most Vibrant Nameplates – Premium

Hatchback

1 Mercedes A-Class

2 Volkswagen Beetle

Rank Top-5 Most Vibrant Nameplates – Premium

SUV

1 Audi Q3

1 Porsche Cayenne

1 Toyota Land Cruiser

1 Audi Q7

5

Rank Top-5 Most Vibrant – Super Luxury Sedan

1 Jaguar XJ

1 Bentley Continental GT

1 Jaguar XK

1 Audi A7

1 Jaguar XF

Rank Top-5 Most Vibrant Nameplates – Hybrid /

Green

1 Toyota Camry Hybrid

1 Toyota Prius

1 Mahindra Reva

PREMIUM HATCHBACK PREMIUM SUV SUPER LUXURY SEDAN HYBRID/GREEN

BUZZ

12

most mentioned brands

monthly sentiment by brand

brand vibrancy index

buzz vs sales

Rank in Sep 2013 (Aug

2013) BRAND NAME Sep-13 Aug-13

% difference in volume of mentions

1 (3) Toyota 11480 12029 -5%

2 (2) Tata Motors 9426 14103 -33%

3 (5) Ford 6599 9070 -27%

4 (4) Audi 5932 10651 -44%

5 (10) Hyundai 5163 4222 22%

6 (1) Nissan 4822 15828 -70%

7 (8) Mercedes-Benz 4388 5255 -16%

8 (7) Volkswagen 4253 5545 -23%

9 (6) Maruti Suzuki 4176 7437 -44%

10 (11) Fiat 4083 3574 14%

11 (13) Renault 2894 2954 -2%

12 (12) Honda 2833 2989 -5%

13 (16) Porsche 2606 1810 44%

14 (14) Skoda 2503 2641 -5%

15 (15) Mahindra 2412 2423 0%

16 (20) Jaguar 1941 1249 55%

17 (22) Bentley 1166 703 66%

18 (21) Lamborghini 1040 719 45%

19 (-) Rolls Royce 1037 1513 -31%

20 (19) Chevrolet 927 1304 -29%

21 (24) Land Rover 634 560 13%

22 (23) Mitsubishi 498 604 -18%

23 (17) BMW 484 1727 -72%

24 (27) Aston Martin 357 303 18%

25 (-) Datsun 278 -

26 (30) Force Motors 273 252 8%

27 (28) Volvo 241 300 -20%

28 (33) Hindustan Motors 179 26 588%

29 (29) SsangYong Motor 162 257 -37%

30 (32) Maserati 66 32 106%

31 (25) Bugatti 37 532 -93%

32 (34) Premier 9 15 -40%

33 (31) Maybach 2 1 100% 13

MOST MENTIONED BRANDS

By % change in volume of

mentions BRAND NAME

% difference from previous month

Top gainer Hindustan Motors +588%

Top loser Bugatti -93%

By rank BRAND NAME Difference in rank

Top gainer Hindustan Motors +6

Top loser BMW -11

September 2013 August 2013

Brand name Positive Neutral Negative Positive Neutral Negative

Toyota 82% 8% 10% 63% 24% 12%

Tata Motors 52% 25% 23% 53% 27% 20%

Ford 25% 11% 63% 50% 26% 24%

Audi 90% 3% 7% 80% 15% 4%

Hyundai 67% 27% 7% 69% 22% 9%

Nissan 63% 26% 12% 52% 30% 17%

Mercedes-Benz 83% 17% 0% 43% 52% 4%

Volkswagen 42% 23% 35% 62% 18% 20%

Maruti Suzuki 62% 24% 14% 46% 30% 24%

Fiat 36% 51% 13% 61% 17% 22%

Renault 53% 37% 11% 37% 35% 28%

Honda 80% 15% 5% 69% 15% 15%

Porsche 83% 17% 0% 81% 19% 0%

Skoda 66% 21% 13% 50% 32% 18%

Mahindra 61% 16% 23% 50% 13% 38%

Jaguar 100% 0% 0% 100% 0% 0%

Bentley 100% 0% 0% 100% 0% 0%

Lamborghini 85% 15% 0% 100% 0% 0%

Rolls Royce 100% 0% 0% 100% 0% 0%

Chevrolet 50% 10% 40% 59% 18% 24%

Land Rover 100% 0% 0% 75% 20% 5%

Mitsubishi 100% 0% 0% 50% 0% 50%

Aston Martin 0% 0% 0% 100% 0% 0%

Datsun 0% 100% 0% 0% 0% 0%

Force Motors 40% 20% 40% 14% 71% 14%

Volvo 0% 0% 0% 67% 0% 33%

Hindustan Motors 0% 100% 0% 0% 0% 0%

BMW 0% 0% 0% 59% 31% 10%

Ssangyong 0% 0% 0% 100% 0% 0%

Maserati 50% 0% 0% 50% 0% 0%

Bugatti 0% 0% 0% 100% 0% 0%

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MONTHLY SENTIMENT BY BRAND – SEPTEMBER 2013

Toyota: Launch of the facelifted Toyota Innova contributed to 41% of the positive mentions. Auto magazines like ODMag, Car Trade, RushLane

featured reviews of the same which were widely shared.

~! Toyota Camry Hybrid was second in line in terms of generating positive sentiment with opinions of it being luxury that is value for money.

Tata Motors: Negative sentiment increased and positive sentiment decreased for Tata Motors.

~! Tata Nano and Tata Aria contributed the most to the negative sentiment. News of launch of Tata Nano with diesel engine received negative

feedback from people for the rising prices of diesel.

~! Price of Tata Aria in comparison to other vehicles in the same segment contributed to negative mentions.

Ford: Ford recalling 1.66 lakh vehicles of Ford Figo

and Ford Classic to fix steering problem contributed to negative mentions in September 2013.

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

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Rank in Sep 2013

Rank in Aug 2013

Row Labels Score by BVI in Sep 2013

Score by BVI in Aug 2013

1 - Jaguar 1.00 -

1 - Bentley 1.00 -

3 - Lamborghini 0.85 -

4 3 Porsche 0.83 0.81

4 10 Mercedes-Benz 0.83 0.39

4 4 Audi 0.83 0.76

7 6 Honda 0.75 0.54

8 7 Toyota 0.71 0.51

9 5 Hyundai 0.60 0.6

10 15 Skoda 0.53 0.32

11 13 Nissan 0.51 0.35

12 17 Maruti Suzuki 0.47 0.22

13 19 Renault 0.42 0.09

14 15 Mahindra 0.38 -

15 14 Tata Motors 0.29 0.34

16 11 Fiat 0.22 0.39

17 9 Volkswagen 0.07 0.42

18 16 Ford -0.38 0.26

Note - Rolls-Royce, Chevrolet, Landrover, Mitsubishi, Aston Martin, Datsun, Force Motors, Volvo, Hindustan Motors, BMW, Ssangyong, Maserati, Bugatti,

Premier and Maybach were outliers in Septembr 2013.

BRAND VIBRANCY INDEX (BVI) or SOCIAL SENTIMENT SCORE

Inspired by the Net Promoter Score,

Brand Vibrancy Index = (% of positive mentions) – (% of negative mentions)

Increase in volume under Jaguar, Bentley and Lamborghini ~! Jaguar: Jaguar F-Type Coupe’s unveiling at the upcoming

Frankfurt Motor Show 2014 and people talking about F-

type’s looks contributed to increase in mentions and sentiment for Jaguar.

~! Bentley: News of Bentley to launch a budget entry level car for the Asian market helped the brand to appear at the 1st position by the Brand Vibrancy Index. Also,

Bentley Continental GT V8 had the highest positive mentions within the brand.

~! Lamborghini: Mentions of Lamborghini Aventador increased in September 2013. #FavCar asking people about their favorite cars contributed to the positive

mentions for the vehicle.

~! Mercedes-Benz: Jumped to the 4th position from the 10th

position by the Brand Vibrancy Index. Mercedes-Benz showing S-Class Coupe at 2013 Frankfurt Motor Show

contributed to the positive mentions for the brand. In September 2013, there were no negative mentions for Mercedes-Benz.

Brand September

2013 mentions

August 2013

mentions

Volume difference

September 2013 brand

sentiment (overall

average) *

August 2013 brand

sentiment (overall

average) *

Sentiment difference

September 2013 Sales

August 2013 Sales

Sales difference

Toyota 11,480 12,029 -5% 2.72 2.51 8% 12,015 12,007 0%

Tata Motors 9,426 14,103 -33% 2.29 2.34 -2% 12,839 11,564 11%

Ford 6,599 9,070 -27% 1.62 2.26 -28% 10,640 8,008 33%

Hyundai 5,163 4,222 22% 2.60 2.60 0% 30,601 28,311 8%

Nissan 4,822 15,828 -70% 2.51 2.35 7% 2,350 2,494 -6%

Volkswagen 4,253 5,545 -23% 2.07 2.42 -14% 4,512 4,805 -6%

Maruti Suzuki 4,176 7,437 -44% 2.48 2.22 12% 90,399 76,018 19%

Fiat 4,083 3,574 14% 2.23 2.39 -7% 1,086 1,003 8%

Renault 2,894 2,954 -2% 2.42 2.09 16% 4,822 3,733 29%

Honda 2,833 2,989 -5% 2.75 2.54 8% 10,354 8,913 16%

Skoda 2,503 2,641 -5% 2.53 2.32 9% 1,439 1,374 5%

Mahindra 2,412 2,423 0% 2.39 2.13 12% 18,916 15,821 20%

Chevrolet 927 1,304 -29% 2.10 2.35 -11% 7,048 6,673 6%

Mitsubishi 498 604 -18% 3.00 2.00 50% 170 173 -2%

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* 1 = Negative, 2 = Neutral, 3= Positive

Note - The sales figures were obtained from the respective brand’s monthly sales press releases.

BUZZ, SENTIMENT AND SALES COMPARISON FOR 14 BRANDS WHOSE SALES DATA WAS AVAILABLE

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CATEGORY

18

top categories:

rank by total mentions

rank by brand vibrancy index (bvi)

Sep 2013 Rank

Aug 2013 Rank

Categories Sep-2013 Aug-13

1 3 Mid-size Sedan 8,835 7,482

2 1 SUV 8,073 18,710

3 2 Small Hatchback 7,680 12,076

4 4 Big Hatchback 6,366 7,246

5 6 MUV/MPV 3,783 2,938

6 7 Sports Car 2,528 2,549

7 8 Executive Sedan 2,206 2,395

8 10 Luxury Sedan 1,616 1,426

9 9 Hybrid/Green 1,443 1,615

10 11 Super Luxury Sedan 1,204 1,424

11 5 Premium SUV 1,081 4,849

12 12 Premium Hatchback 528 995

Sep 2013 Rank

Aug 2013 Rank

Row Labels Sep-2013 Aug-13

1 4 Hybrid/Green 1.00 0.58

2 1 Sports Car 0.84 0.98

3 5 Premium SUV 0.82 0.58

4 2 Super Luxury Sedan 0.82 0.82

5 10 MUV/MPV 0.79 0.25

6 6 Luxury Sedan 0.76 0.56

7 3 Premium Hatchback 0.58 0.74

8 9 Executive Sedan 0.54 0.33

9 7 Mid-size Sedan 0.46 0.53

10 8 Small Hatchback 0.43 0.39

11 12 SUV 0.25 0.15

12 11 Big Hatchback 0.05 0.22

19

Rank by total mentions Rank by BVI

Top Gainer +XYW+ZY#

Top Loser Z():3&:#['092='9E#

Top Gainer +3>D13\)#<)>'4.#Luxury Sedan

Top Loser Premium SUV

TOP CATEGORIES

~! Toyota’s launch of the limited edition of the Etios Xclusive contributed to buzz for the brand. This contributed to the increase in volume of mentions for the Mid-size sedan segment.

~! Mentions around Nissan Terrano decreased significantly in September 2013. This was the major reason for decrease in mentions for the SUV category.

~! Positive mentions around Toyota Camry Hybrid helped Hybrid/Green segment to move up to the 1st position in September 2013.

SUV

20

top nameplates :


rank by bvi (brand vibrancy index)

category summary - SUV

attributes & sentiment

channel behaviour & author type

Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 16 Mitsubish Pajero Sport 1.00 0.00

1 1 Tata Safari 1.00 1.00

1 16 Maruti Suzuki XA Alpha 1.00 0.00

4 1 Nissan X-Trail 0.80 1.00

5 13 Nissan Terrano 0.68 0.18

6 9 Toyota Fortuner 0.57 0.71

7 12 Skoda Yeti 0.55 0.29

8 1 Maruti Suzuki Gypsy 0.50 1.00

9 23 Mahindra Scorpio 0.44 -0.13

10 22 Renault Duster 0.40 -0.03

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 10 Tata Aria 1197 126

2 2 Renault Duster 1143 1692

3 1 Nissan Terrano 1040 12297

4 3 Ford EcoSport 991 1255

5 4 Mahindra Scorpio 718 832

6 7 Toyota Fortuner 631 332

7 5 Mahindra XUV 500 584 592

8 6 Skoda Yeti 514 416

9 8 Force Motors One 273 252

10 21 Nissan X-Trail 205 32

Top Gainer Nissan X-Trail

Top Loser Nissan Terrano, Mahindra XUV 500, Skoda Yeti

Rank by total mentions

Top Gainer +301&=312#Z'])(%#<A%(0.#+'(&?#<&\&E3#^/#/7A2'#

Top Loser +'(&?#<&\&E3#-$A1$#

Rank by BVI

~! Tata showcasing the modified Aria in the Indonesia show contributed to the increase in mentions for the vehicle. This resulted in the brand to jump from the 10th position to the 1st position in terms of total mentions.

~! Nissan X-Trail getting revealed at the Frankfurt motor show contributed to the jump in rank by mentions to the 10th position from the 21st position in September 2013.

~! Mentions around the Maruti Suzuki XA Alpha increased in September 2013. The XA Alpha concept debuting in the Frankfurt Auto

Expo contributed to the buzz. The vehicle being made in India and a competition to the Ford EcoSport, was appreciated. People spoke positively about the vehicle’s Looks/Design.

21

TOP NAMEPLATES BY CATEGORY > SUV

22

䍐! Nissan Terrano had maximum positive mentions across all vehicles in the SUV segment in September 2013. Ford EcoSport, with issues relating to timely delivery of pre-booked vehicles, contributed the most to negative mentions in September 2013 in the SUV segment.

䍐! Nissan Terrano’s Looks/Design drew positive sentiment in September 2013. People following @Nissan_India on Twitter, widely shared a review of the vehicle review published on nissanterrano.in. While sharing, people also affirmed that the vehicle has good Looks/Design.

䍐! Looks/Design was the most mentioned theme under the segment. This was lead by positive mentions around the Ford EcoSport. Mahindra XUV 500, Maruti Suzuki XA Alpha and Nissan Terrano were some other contributors to positive mentions under this theme.

䍐! Ford EcoSport also led the negative mentions under Customer Service for delay in delivery issues. Customer Service was the second least mentioned theme in this category.

CATEGORY SUMMARY > SUV

SMALL HATCHBACK

24

top nameplates :



category summary – small hatchback


channel behaviour by author type

Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 5 Hyundai EON 1 0.43

1 3 Maruti Suzuki WagonR 1 0.58

3 2 Hyundai Grand i10 0.71 0.68

4 10 Honda Brio 0.45 0

5 8 Tata Nano 0.42 0.37

6 1 Chevrolet Spark 0.33 1

6 9 Maruti Suzuki WagonR Stingray

0.33 0.23

6 6 Hyundai Santro Xing 0.33 0.4

9 7 Hyundai i10 0.31 0.38

9 13 Maruti Suzuki Alto 0.31 -0.11

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 1 Tata Nano 3,132 6697

2 2 Hyundai Grand i10 1,796 1214

3 7 Hyundai i10 628 284

4 4 Maruti Suzuki Alto 568 974

5 9 Honda Brio 545 225

6 3 Maruti Suzuki WagonR Stingray

297 1106

7 8 Hyundai Santro Xing 139 262

8 - Datsun Go 125

9 5 Hyundai EON 112 362

10 12 Chevrolet Spark 107 129

Top Gainer Datsun Go

Top Loser Hyundai EON

Rank by total mentions

Top Gainer Honda Brio

Top Loser Chevrolet Spark

Rank by BVI

~ Though the mentions around Tata Nano decreased in September 2013, it continued to lead this category of vehicles in

September 2013.

~! 10,000 Hyundai Grand i10 booked in 20 days contributed to the increase in buzz for the vehicle. ~! Hyundai discontinuing all the high-end variants of the i10 since its prices were similar to the grand i10, contributed to higher

mentions and jump in rank from the 7th position to the 3rd position for Hyundai i10 in September 2013. ~! Honda announcing limited edition of Brio contributed to increase in mentions for the vehicle in September 2013. This also

helped the vehicle to jump to the 4th position by the Brand Vibrancy Index in September 2013 from the 10th position in August 2013.

25

TOP NAMEPLATES BY CATEGORY > SMALL HATCHBACK

26

䍐! Though Tata Nano had the highest mentions in this segment, Hyundai Grand i10 led the mentions under every theme except for Ride Experience. Tata Nano led the Ride Experience theme with 75% positive mentions. Hyundai i10 had the second highest mentions under Ride Experience and it had 100% positive sentiment from people who test-drove the vehicle.

䍐! Negative mentions for Hyundai Grand i10 under the Features theme were around the unavailability of ABS (anti-lock braking system) and airbags in any other variant other than Hyundai i10 Asta according to a leaked brochure.

䍐! Larger wheelbase, loaded with features like rear AC vents were appreciated the most in Hyundai i10 and were the main reason for it generating 100% positive mentions under the Features theme.

䍐! The vehicle also had highest positive mentions under Fuel economy/Mileage, as there were a lot of conversations around its 24 kmpl mileage.

CATEGORY SUMMARY – SMALL HATCHBACK

BIG HATCHBACK

28

top nameplates :



category summary – big hatchback



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 17 Skoda Fabia 1.00 -0.50

1 6 Maruti Suzuki Ritz 1.00 0.19

1 1 Chevrolet Beat 1.00 0.50

1 - Chevrolet Sail U-VA 1.00 0.00

5 9 Honda Jazz 0.83 0.00

6 16 Tata Indica 0.50 -0.10

7 7 Maruti Suzuki Swift 0.36 0.13

8 9 Toyota Etios Liva 0.33 0.00

9 8 Fiat Grand Punto 0.30 0.06

10 - Volkswagen Cross Polo 0.30 0.00

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 5 Ford Figo 1161 734

2 2 Fiat Grand Punto 936 1017

3 3 Tata Vista 564 988

4 4 Maruti Suzuki Swift 556 765

5 8 Tata Indica 507 450

6 - Volkswagen Cross Polo 501

7 1 Volkswagen Polo 428 1385

8 7 Nissan Micra 423 530

9 13 Toyota Etios Liva 325 115

10 10 Honda Jazz 305 142

29

Top Gainer Toyota Etios Liva

Top Loser Volkswagen Polo

Top Gainer Chevrolet Sail U-VA

Top Loser Fiat Grand Punto

TOP NAMEPLATES BY CATEGORY > BIG HATCHBACK


~! Ford motors recalling Ford Figo and Fiesta Classic for steering wheel related issues contributed to increase in mentions for the vehicle in September 2013.

~! Discounts offered for Toyota Etios Liva contributed to an increase in mentions for the vehicle. It also resulted in the brand moving from the 9th position in August to the 8th position in September 2013 by the Brand Vibrancy Index.

30

CATEGORY SUMMARY – BIG HATCHBACK

䍐! Skoda Fabia and Honda Jazz had higher share of positive mentions than any other nameplate, while Volkswagen Polo was observed to have the highest share of negative mentions.

䍐! It was interesting to note that Ford Figo led the mentions under Engine Specification/Power, Features, Fuel Economy/Mileage and Price.

䍐! Though Ford Figo led the mentions under Engine Specification/Power, it was Toyota Etios which had the most positive mentions. On auto forums in response to queries by people, the Etios Liva was suggested as a better car because of its superior engine and power. Tata Vista led the negative mentions under the attribute.

䍐! Some owners spoke negatively about Tata Vista under Customer Service, Engine Specifications and Fuel Economy/Mileage.

䍐! The high mentions of Ford Figo were primarily negative. It was negatively mentioned under Features because of a recall of the car for steering issues.

EXECUTIVE SEDAN

32

top nameplates :



category summary – executive sedan



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 12 Maruti Suzuki Swift Dzire

1.00 0.33

1 15 Nissan Sunny 1.00 0.00

1 6 Hyundai Verna 1.00 0.60

4 9 Honda City 0.88 0.46

5 6 Tata Manza 0.86 0.60

6 2 Honda Amaze 0.73 0.91

7 13 Skoda Rapid 0.50 0.33

8 4 Renault Scala 0.46 0.75

9 14 Volkswagen Vento 0.27 0.07

10 10 Tata Indigo 0.25 0.36

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 12 Toyota Etios 2365 236

2 4 Fiat Linea 1365 845

3 10 Tata Manza 1045 273

4 6 Honda City 779 541

5 7 Renault Scala 566 498

6 5 Volkswagen Vento 469 608

7 1 Honda Amaze 422 1225

8 8 Maruti Suzuki Swift Dzire

359 346

9 11 Hyundai Verna 279 270

10 3 Ford Fiesta 277 854

Top Gainer Toyota Etios

Top Loser Ford Fiesta

Top Gainer Nissan Sunny

Top Loser Renault Scala, Honda Amaze

33

TOP NAMEPLATES BY CATEGORY > EXECUTIVE SEDAN


~! Toyota Etios Motor Racing at the Buddh International Circuit contributed to increase in volumes for the vehicle ~! A contest by @IndulgeinManza with hashtag #ClubClassManza contributed to increase in buzz for Tata Manza. ~! People mentioned Nissan Sunny, Hyundai Verna and Maruti Suzuki Swift Dzire as their favourite car in a Twitter contest with #FavCar ~! Increase in inquiries by prospective buyers of the Renault Scala contributed to high neutral mentions for the vehicle.

34

CATEGORY SUMMARY – EXECUTIVE SEDAN

䍐! Skoda Octavia led the volume of mentions under Features, Fuel Economy/ Mileage, Looks/Design, Price and Ride Experience.

䍐! Looks/Design was the most mentioned theme in this segment and Skoda Octavia had the highest positive mentions under this attribute. Skoda Octavia also had high positive mentions for Engine specification/Power, Features, Fuel Economy/Mileage.

䍐! Maruti Suzuki SX4 and Skoda Laura also had high positive mentions around the attributes - Features, Looks/Design and Ride Experience.

䍐! People mentioned that though highly priced, the Looks/Design of the Volkswagen Jetta is great and that results in the car sales.

䍐! Maruti Suzuki Swift Dzire, Hyundai Verna and Nissan Sunny had high positive mentions around the #FavCar contest which improved the score of the cars by the Brand Vibrancy Index.

MUV/MPV

36

top nameplates :



category summary – muv/mpv



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 3 Toyota Innova 0.92 0.35

2 2 Maruti Suzuki Ertiga 0.70 0.36

3 4 Mahindra Bolero 0.50 0.33

3 9 Mahindra Xylo 0.50 -0.50

5 1 Tata Sumo 0.33 0.42

6 5 Mahindra Quanto 0.00 0.00

6 5 Nissan Evalia 0.00 0.00

6 5 Maruti Suzuki Eeco 0.00 0.00

10 10 Chevrolet Tavera -1.00 -1.00

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 1 Toyota Innova 2694 1206

2 3 Maruti Suzuki Ertiga 476 496

3 2 Tata Sumo 141 629

4 4 Chevrolet Tavera 121 191

5 5 Mahindra Bolero 103 123

6 7 Mahindra Xylo 77 96

7 6 Nissan Evalia 59 118

8 8 Mahindra Quanto 34 27

9 - Tata Sumo Gold 29

10 - Datsun Go+ 19

37

Top Gainer Datsun Go+

Top Loser Tata Sumo, Nissan Evalia

Top Gainer Mahindra Xylo

Top Loser Tata Sumo


TOP NAMEPLATES BY CATEGORY > MUV/MPV

38

CATEGORY SUMMARY – MUV/MPV

~! Toyota Innova led the mentions under all themes closely followed by Maruti Suzuki Ertiga in the MUV/MPV category. It is interesting to note that Maruti Suzuki Ertiga had higher positive mentions than Toyota Innova.

~! Ertiga led the positive mentions under Fuel Economy/Mileage, it continued to lead the positive mentions for Engine Specification/Power.

~! The facelifted version of Toyota Innova was appreciated for the features it provides, especially the extensive use of chrome which people mentioned gave the car a premium look. This resulted in a jump in the score of the vehicle by the Brand Vibrancy Index.

~! Mahindra Xylo climbed from the 9th position in August to the 3rd position in September 2013 by the Brand Vibrancy Index. The vehicle was perceived to be value for money by the people who own it.

~! Tata Sumo was mentioned negatively in terms of Engine Specification/ Power and Features. This caused a dip in score by the Brand Vibrancy Index; it was the most vibrant nameplate in August 2013.

SPORTS CARS

40

top nameplates :



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 1 Mercedes SLS-Class 1.00 1.00

1 1 Lamborghini Aventador 1.00 1.00

1 1 Jaguar F-Type 1.00 1.00

1 1 Audi R8 1.00 1.00

1 1 Audi TT 1.00 1.00

1 16 Porsche 911 1.00 0.88

7 1 Porsche Cayman 0.67 1.00

8 1 Lamborghini Gallardo 0.57 1.00

9 1 Lamborghini Veneno 0.50 1.00

10 1 Ferrari 458 Italia 0.00 1.00

41

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 4 Lamborghini Aventador 562 272

2 2 Audi R8 422 360

3 3 Lamborghini Gallardo 342 338

4 1 Porsche 911 269 376

5 8 Porsche Cayman 158 84

6 - Ford Mustang 106

7 6 Jaguar F-Type 103 203

8 7 Lamborghini Veneno 99 99

9 11 Nissan 370Z 60 54

10 12 Audi TT 52 50

Top Gainer Ford Mustang

Top Loser Porsche 911

Top Gainer Porsche 911

Top Loser Ferrari 458 Italia

TOP NAMEPLATES BY CATEGORY > SPORTS CARS


~! News of Ford planning to launch Mustang in India contributed to the mentions for Ford Mustang. The vehicle appeared in the Blogworks India Auto SocialIndex for the first time.

~! Increase in volume for Lamborghini Aventador can be attributed to a car wallpaper by Capristo Auto, which was widely

shared by people on Twitter. ~! Appreciation for the Porsche brand for keeping the heritage and embracing technology contributed to positive

mentions. People spoke positively about Porsche 911’s technology.

LUXURY SEDAN

42

top nameplates :



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 7 Toyota Camry 1.00 0.86

1 11 Mercedes C-Class 1.00 0.00

1 1 Maserati Quattroporte 1.00 1.00

1 8 Audi A4 1.00 0.50

1 1 Mercedes E-class 1.00 1.00

6 1 Skoda Superb 0.25 1.00

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 2 Toyota Camry 716 155

2 1 Skoda Superb 155 208

3 5 Audi A4 141 109

4 7 Honda Accord 137 97

5 10 Audi A6 100 77

6 6 Mercedes E-class 86 102

7 9 Mercedes C-Class 59 79

8 14 Maserati Quattroporte 46 21

9 3 Volkswagen Passat 40 153

10 14 Volvo S60 28 21

43

Top Gainer Maserati Quattroporte

Top Loser Volkswagen Passat

Top Gainer Mercedes C-Class

Top Loser Skoda Superb

TOP NAMEPLATES BY CATEGORY > LUXURY SEDAN


~! Conversations about sales of the Toyota Camry increasing over Honda Accord in the US contributed to increase in mentions for Toyota Camry.

~! Maserati unveiling Quattroporte Ermenegildo Zegna concept during the 2013 IAA Frankfurt Motor Show contributed to

increase in mentions for Maserati Quattroporte. ~! Ride Experience of Mercedes C-class was appreciated.

PREMIUM HATCHBACK

44

top nameplates :



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 1 Mercedes A-Class 0.75 0.67

2 2 Volkswagen Beetle 0.50 0.88

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 1 Volkswagen Beetle 388 369

2 2 Mercedes A-Class 140 153

45

Top Gainer -

Top Loser -

Top Gainer -

Top Loser -

TOP NAMEPLATES BY CATEGORY > PREMIUM HATCHBACK


~! Positive reviews around Mercedes A-Class resulted in a higher score by the Brand Vibrancy Index. People appreciated the low cost model, good handling and the performance of the vehicle.

~! The mentions for Volkswagen Beetle continued to be around curated posts on the history of Beetle cars. The looks and

design of the Beetle continued to be appreciated by people.

PREMIUM SUV

46

top nameplates :



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 8 Audi Q3 1.00 0.72

1 12 Land Rover Range Rover 1.00 0.50

1 10 Porsche Cayenne 1.00 0.60

4 9 Toyota Land Cruiser 0.50 0.71

5 1 Audi Q7 0.33 1.00

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 2 Land Rover Range Rover

351 281

2 10 Land Rover Range Rover Sport

202 87

3 8 Audi Q7 160 100

4 1 Audi Q3 110 558

5 5 Toyota Land Cruiser 79 141

6 7 Porsche Cayenne 75 106

7 17 Mitsubishi Montero 67 23

8 13 Audi Q5 49 46

9 9 Land Rover Range Rover Evoque

48 88

10 5 BMW X1 29 141

47

Top Gainer Mitsubishi Montero

Top Loser BMW X1

Top Gainer Land Rover Range Rover

Top Loser Audi Q7

TOP NAMEPLATES BY CATEGORY > PREMIUM SUV


~! Increase in Mitsubishi Montero’s mentions can be attributed to the tweets by current owners on Twitter who want to sell the vehicle.

~! Mentions around heavy discounts on BMW X1 contributed to increase in buzz in August, which declined in

September. This caused the nameplate to slip to the 10th position from the 5th position in September 2013.

SUPER LUXURY SEDAN

48

top nameplates :



Sep 2013

Rank

Aug 2013

Rank Brand name

BVI score

Sep 2013 Aug 2013

1 1 Jaguar XJ 1.00 1.00

1 1 Rolls Royce Ghost 1.00 1.00

1 1 Jaguar XK 1.00 1.00

1 13 Audi A7 1.00 0.00

1 1 Rolls Royce Phantom 1.00 1.00

1 1 Bentley Continental GT 1.00 1.00

1 1 Jaguar XF 1.00 1.00

8 12 Audi A8 0.80 0.25

8 11 Mercedes S-class 0.80 0.50

10 1 Porsche Panamera 0.50 1.00

Sep 2013

Rank

Aug 2013

Rank Brand name

Volume

Sep 2013 Aug 2013

1 3 Mercedes S-Class 294 135

2 2 Audi A8 178 227

3 5 Jaguar XJ 130 85

4 4 Bentley Continental GT 119 120

5 11 Porsche Panamera 104 25

6 7 Rolls Royce Phantom 90 80

7 6 Jaguar XF 79 82

8 11 Rolls Royce Ghost 51 25

9 14 Audi A7 38 20

10 8 Jaguar XK 32 60

49

Top Gainer Porsche Panamera

Top Loser Jaguar XK

Top Gainer Audi A7

Top Loser Porsche Panamera

TOP NAMEPLATES BY CATEGORY > SUPER LUXURY SEDAN


~! Porsche India’s announcement of the launch of Panamera contributed to increase in buzz in September 2013. The rank of Porsche Panamera slipped by the Brand Vibrancy Index because the launch announcement did not attract any opinions from people.

~! The positive sentiment for Audi A7 was generated around the hashtag #IconicAudi seeded by the brand. This contributed to a jump in score by the Brand Vibrancy Index.

HYBRID/ GREEN

50

top nameplates :



Sep 2013 Rank

Aug 2013 Rank

Brand name

BVI score

Sep 2013 Aug 2013

1 3 Mahindra Reva 1.00 0.00

2 2 Toyota Camry Hybrid 0.71 0.06

3 1 Toyota Prius 0.64 0.09

4 3 BMW i3 -0.50 0.00

Sep 2013 Rank

Aug 2013 Rank

Brand name

Volume

Sep 2013 Aug 2013

1 1 Toyota Camry Hybrid 1062 747

2 4 Mahindra Reva 214 92

3 2 Toyota Prius 154 569

4 3 BMW i3 13 207

Top Gainer Mahindra Reva

Top Loser BMW i3

Top Gainer Mahindra Reva

Top Loser BMW i3, Toyota Priyus

51

TOP NAMEPLATES BY CATEGORY > HYBRID/GREEN


~! #ThoughtfullyAdvanced contest by Toyota Camry Hybrid generated positive mentions for the vehicle. ~! Carzonrent partnering with Mahindra Reva's e2o to transform on-ground mobility in India with EV self drive

contributed to positive sentiment.

~! Carzonrent-Mahindra alliance for making eco-friendly Self-drive experience available at most economical price ever in India drove positive sentiment for the vehicle.

CHANNELS

52

channels by brand

channels by brand – twitter

channels by brands – forums

channels by brands - blogs

BRAND DASHBOARD

57

monitor health on the web

through the brand dashboards

58

Brand name (listed alphabetically) Rank by mentions Rank by BVI

! Sep-13 Aug-13 Sep-13 Aug-13

Audi 4 4 4 4

BMW 23 17 - 8

Fiat 10 11 16 11

Ford 3 5 18 16

Honda 12 12 7 6

Hyundai 5 10 9 5

Jaguar 16 20 1 -

Mahindra 15 15 14 18

Maruti Suzuki 9 6 12 17

Mercedes-Benz 7 8 4 10

Nissan 6 1 11 13

Skoda 14 14 10 15

SsangYong Motor 29 29 D# D#

Tata Motors 2 2 15 14

Toyota 1 3 8 7

Volkswagen 8 7 17 9

Note - - Rolls-Royce, Chevrolet, Land Rover, Mitsubishi, Aston Martin, Datsun, Force Motors, Volvo, Hindustan Motors, BMW, Ssangyong, Maserati, Bugatti, Premier and Maybach have been excluded because extremely low volume of mentions

RANK OF BRANDS

59

Brand Price Fuel economy/Mileage

Looks/ design Engine Specification/ Power

Ride experience/ performance

Features Customer Service

Audi 12 13 12 8 8 12 13

BMW 18 - 15 15 14 17 19

Fiat 4 7 6 4 5 5 1

Ford 2 4 9 6 7 3 2

Honda 7 1 5 10 6 10 10

Hyundai 1 2 2 5 4 2 3

Jaguar 19 - 22 22 21 25 25

Mahindra 10 12 7 10 10 7 5

Maruti Suzuki 6 3 4 7 3 4 7

Mercedes-Benz 17 15 14 21 17 15 13

Nissan 11 8 12 12 12 6 6

Skoda 9 9 11 11 9 9 9

SsangYong Motor 12 13 12 8 8 12 13

Tata Motors 18 - 15 15 14 17 19

Toyota 4 7 6 4 5 5 1

Volkswagen 2 4 9 6 7 3 2

Note - - Rolls-Royce, Chevrolet, Land Rover, Mitsubishi, Aston Martin, Datsun, Force Motors, Volvo, Hindustan Motors, BMW, Ssangyong, Maserati, Bugatti, Premier and Maybach have been excluded because extremely low volume of mentions

RANK OF BRANDS BY ATTRIBUTES

60

Attributes Rank in Sep 2013

(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 12 8 67% 0% 33%

Fuel economy/Mileage 13 15 0% 0% 0%

Looks/ design 12 11 71% 14% 14%

Engine Specification/

Power 8 13 71% 29% 0%

Ride experience/ performance 8 13 100% 0% 0%

Features 12 13 100% 0% 0%

Customer Service 13 14 - - -

Nameplates Rank in Sep 2013 (By volume)

Rank in Aug 2013 (By volume)

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Audi A4 4 4 100% 0% 0%

Audi A6 6 6 50% 0% 50%

Audi A7 9 10 100% 0% 0%

Audi A8 2 3 80% 20% 0%

Audi Q3 5 1 100% 0% 0%

Audi Q5 8 8 0% 0% 0%

Audi Q7 3 5 67% 0% 33%

Audi R8 1 2 100% 0% 0%

Audi RS5 10 9 0% 0% 0%

Audi TT 7 7 100% 0% 0%

By volume By BVI

Sep-13 Aug-13 Sep-13 Aug-13

Rank 4 4 8 5

Volume / BVI 5,932 10,651 0.83 0.76

~! Despite a 44% decrease in total volume of mentions in September 2013, there hasn’t been a change in the rank by overall mentions; Audi continues to stay at the 4th position.

~! The positive mentions was around the hashtag #IconicAudi. Interesting to note that while the contest was not specific

to any model, a lot of mentions were around Audi R8 and A7. This contributed to a jump in score by the Brand Vibrancy Index. However, the brand slipped from the 5th position in August 2013 to the 8th position in September 2013 by the Brand Vibrancy Index.

*For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.

61

Attributes Rank in Sep

2013 (By

volume)*

Rank in Aug

2013 (By

volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 18 12 - - -

Fuel economy/Mileage - 12 - - -

Looks/ design 15 13 - - -


Power 15 8 - - -

Ride experience/ performance 14 12 - - -

Features 17 13 - - -




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

BMW 1 Series - 1 - - -

BMW 3 Series 2 7 - - -

BMW 5 Series 5 8 - - -

BMW 6 Series - 13 - - -

BMW 7 Series 11 10 - - -

BMW GT 3 6 - - -

BMW i3 7 3 - - -

BMW M 4 2 - - -

BMW X1 1 5 - - -

BMW X3 8 11 - - -

BMW X5 6 4 - - -

BMW X6 9 12 - - -

BMW Z4 10 9 - - -

By volume By BVI


Rank 23 17 Outlier 8

Volume / BVI 484 1,727 NA 0.49

~ Mentions of BMW had already seen a drop in volume in August 2013, and decreased further in September 2013. ~ Total mentions of BMW decreased in September 2013 by a significant 72%, BMW dropped to the 23rd position in

September from the 17th position in August in terms of the total volume of mentions.

~ Due to the low volume of mentions, BMW has been excluded from the Brand Vibrancy Index.


62


(By volume)*

Rank in Aug

2013 (By

volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 4 5 3% 86% 11%


Looks/ design 6 4 58% 17% 25%


Power 4 5 55% 45% 0%


Features 5 3 11% 33% 56%

Customer Service 1 3 43% 0% 57%



Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Fiat Grand Punto 2 1 57% 17% 26%

Fiat Linea 1 2 26% 68% 6%

~ With 14% increase in mentions since August 2013, Fiat gained a position in terms of rank by volume and was at the 10th position in September 2013.

~ The mentions in September 2013 were mostly around the launch of the low-cost sedan Linea Classic and the testing of

the facelifted version of Fiat Linea starting in India. ~ The brand received negative mentions under Customer Service and Features.

By volume By BVI


Rank 10 11 16 11

Volume / BVI 4,083 3,574 0.23 0.39


~ Though the overall volume dipped by 27% in September 2013 as compared to August 2013, an increase in rank by 2 positions was observed in September.

~ The negative mentions in September 2013 were around the news of Ford recalling 1.66 lakh units of Figo and Fiesta

Classic due to issues related to the rear twist beam and power-assisted steering hose. Negative mentions were also around the price hike of Rs. 50,000 in the Ford EcoSport, which came into effect from 5th September 2013. Positive

mentions for the brand were contributed by the launch of Ford EcoSport Panther Black Titanium limited edition in Europe.

63


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 2 7 38% 23% 38%

Fuel economy/Mileage

4 7 60% 40% 0%

Looks/ design 9 7 64% 9% 27%


Power 6 6 33% 0% 67%


7 8 100% 0% 0%

Features 3 6 18% 9% 74%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Ford Classic 4 5 0% 33% 67%

Ford EcoSport 2 1 34% 11% 55%

Ford Endeavour 6 5 0% 0% 100%

Ford Fiesta 3 3 20% 40% 40%

Ford Figo 1 4 17% 7% 77%

Ford Mustang 5 - 50% 0% 50%

By volume By BVI


Rank 3 5 26 16

Volume / BVI 6,599 9,070 -0.38 0.26


64


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 7 5 56% 33% 11%


Looks/ design 5 7 97% 3% 0%


Power 10 3 91% 9% 0%


Features 10 4 90% 5% 5%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Honda Accord 6 6 50% 0% 50%

Honda Amaze 3 1 82% 9% 9%

Honda Brio 2 5 45% 55% 0%

Honda City 1 3 90% 7% 2%

Honda Civic 4 4 78% 11% 11%

Honda CR-V 7 8 - - -

Honda Jazz 5 6 83% 17% 0%

~ The volume of mentions for Honda has been decreasing since June 2013. Despite the lower volume of mentions, the brand continued to stay at the 12th position by volume in September 2013.

~ The speculation around the launch of Honda Mobilio, Honda Amaze driving 63% of Honda India sales increase in August

2013, and #FavCar contest launched by Magma Digest which had mentions of Honda City contributed to high positive mentions for the brand.

~ Despite the higher score by the Brand Vibrancy Index, Honda’s rank dropped to the 11th position in September 2013 from the 6th position in August 2013.

By volume By BVI


Rank 12 12 11 6

Volume / BVI 2,833 2,989 0.75 0.54


66


(By volume)*

Rank in Aug

2013 (By

volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 19 13 100% 0% 0%

Fuel economy/Mileage NA 14 - - -

Looks/ design 22 11 100% 0% 0%


Power 22 10 100% 0% 0%


Features 25 10 - - -




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Jaguar F-Type 2 1 100% - -

Jaguar XF 3 2 100% - -

Jaguar XJ 1 4 100% - -

Jaguar XK 4 5 100% - -

~! The overall volume of mentions increased by 55% in September 2013 as compared to August 2013. but the rank of Jaguar remained the same.

~! Conversations around Jaguar teasing C-X17 crossover concept ahead of its Frankfurt debut and launch of the F-Type

sports car contributed to positive mentions and also to the overall volume of mentions. ~! Jaguar is the most vibrant brand according to the Brand Vibrancy Index in September 2013.

By volume By BVI


Rank 20 20 1 Outlier

Volume / BVI 1,941 1,249 1.00 NA


67


(By volume)*

Rank in Aug

2013 (By

volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 10 6 67% 33% 0%


12 5 67% 33% 0%

Looks/ design 7 5 79% 14% 7%


Power 10 4 89% 11% 0%


10 4 86% 14% 0%

Features 7 4 73% 9% 18%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Mahindra Bolero 5 3 50% 50% 0%

Mahindra Quanto 8 8 - - -

Mahindra Reva 3 6 100% 0% 0%

Mahindra Scorpio 1 1 69% 6% 25%

Mahindra Thar 4 5 40% 20% 40%

Mahindra Verito Vibe

7 7 - - -

Mahindra XUV 500 2 2 50% 21% 29%

Mahindra Xylo 6 4 50% 50% 0%

~! The rank of Mahindra by both, volume and by the Brand Vibrancy Index did not change from August 2013. ~! The buzz in September was mostly around the mentions of Mahindra Scorpio facelift, Mahindra Scorpio overtaking

Renault Duster in terms of sales in August and the Carzonrent-Mahindra alliance for making eco-friendly Self-drive

experience available at most economical price in India .These mentions contributed to positive mentions, and hence the high score by the BVI in September 2013 as compared to August 2013.

By volume By BVI


Rank 15 15 18 18

Volume / BVI 2,412 2,423 0.39 0.13


68


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 6 1 45% 55% 0%


3 1 80% 20% 0%

Looks/ design 4 2 85% 5% 10%


Power 7 1 56% 31% 13%


3 1 63% 32% 5%

Features 4 1 71% 24% 6%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Maruti Suzuki Alto 1 2 38% 54% 8%

Maruti Suzuki Alto K10 8 9 0% 0% 100%

Maruti Suzuki A-Star 9 11 0% 33% 67%

Maruti Suzuki Eeco 14 16 - - -

Maruti Suzuki Ertiga 3 5 80% 10% 10%

Maruti Suzuki Grand Vitara

15 13 - - -

Maruti Suzuki Gypsy 7 15 50% 50% 0%

Maruti Suzuki Kizashi 15 14 - - -

Maruti Suzuki Ritz 9 4 100% 0% 0%

Maruti Suzuki Swift 2 3 64% 9% 27%

Maruti Suzuki Swift Dzire

4 7 100% 0% 0%

Maruti Suzuki SX4 6 6 100% 0% 0%

Maruti Suzuki WagonR 11 8 100% 0% 0%

Maruti Suzuki WagonR Stingray

5 1 33% 67% 0%

Maruti Suzuki XA Alpha 12 12 100% 0% 0%

Maruti Suzuki Zen Estilo 13 10 - - -

By volume By BVI

Aug-13 Aug-13 Aug-13 Aug-13

Rank 9 6 16 17

Volume / BVI 4,176 7,437 0.48 0.22

~!A 44% decrease in the volume of mentions led to a decline in rank by volume.

~!The mentions in August 2013 were primarily around the

news that Maruti Suzuki would hike prices of all models by up to Rs. 10,000 from the first week of October

mainly due to rupee fall. #FavCar contest launched by Magma Digest which had mentions of SX4 and Ertiga sales crossing one lakh mark in India also generated

mentions. *For theme and sentiment comparison, see last month’s report ** The ranks have been calculated across attributes for 36 brands covered in the report.

~

~!Despite a 16% decrease in the volume of mentions in September 2013, Mercedes-Benz witnessed a jump in the rank to the 7th position in September 2013. Additionally, positive mentions increased around the brand which led to a jump of 2 positions by the Brand Vibrancy Index as well.

~!Positive mentions were mostly around Mercedes’ participation at the Singapore Grand Prix, the Mercedes GLA and CLA 45 AMG Racing Series debut at Frankfurt Motor Show, and S-Class Coupe Concept revelation in design sketches. Positive

mentions were also around the Looks, Ride Experience and Features of the Mercedes-Benz vehicles.

69


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 17 16 0% 100% 0%

Fuel economy/Mileage 15 16 - - -

Looks/ design 14 18 86% 14% 14%


Power 21 16 100% 0% 0%

Ride experience/ performance 17 22 100% 0% -

Features 15 18 100% 0% 0%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Mercedes A-Class 2 2 75% 25% 0%

Mercedes C-Class 4 5 100% 0% 0%

Mercedes CLA-Class

9 9 0% 0% 0%

Mercedes E-class 3 4 100% 0% 0%

Mercedes GL-Class 5 1 0% 0% 0%

Mercedes M-Class 7 9 0% 0% 0%

Mercedes R-Class 8 7 0% 0% 0%

Mercedes S-Class 1 3 80% 20% 0%

Mercedes SL-Class - 8 0% 0% 0%

Mercedes SLK-Class

- 11 0% 0% 0%

Mercedes SLS-Class

6 6 100% 0% 0%

By volume By BVI


Rank 7 8 8 10

Volume / BVI 4,388 5,255 0.83 0.39


71


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 9 3 17% 67% 17%


9 4 100% 0% 0%

Looks/ design 11 3 88% 8% 4%


Power 11 3 78% 22% 0%


9 4 86% 14% 0%

Features 9 3 67% 25% 8%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Skoda Fabia 6 6 100% 0% 0%

Skoda Laura 4 3 75% 25% 0%

Skoda Octavia 1 1 65% 20% 15%

Skoda Rapid 3 5 67% 17% 17%

Skoda Superb 5 4 50% 25% 25%

Skoda Yeti 2 2 64% 27% 9%

~! Skoda was ranked 14th both in terms of rank by volume and by the Brand Vibrancy Index. ~! Skoda Octavia re-launch contributed to the brand mentions. The mentions were also around the #Superb contest,

Skoda Yeti facelift and the Skoda Rapid Spaceback unveiling at the Frankfurt Motor Show.

By volume By BVI


Rank 14 14 14 15

Volume / BVI 2,503 2,641 0.53 0.32


72


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 26 7 - - -

Fuel economy/Mileage - 7 - - -

Looks/ design 21 9 - - -


Power 20 6 - - -


Features 26 6 - - -




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

SsangYong Rexton - - - - -

~! SsangYong Motors continued to stay at the 29th position in terms of volume of mentions in September 2013. ~! Mentions were around the news that Ssangyong registered a 23.9% growth in sales for the month of August. Mahindra &

Mahindra Finance tying up with Korea's Woori Financials to finance Ssangyong Motor's vehicles in Korea made

conversations. ~! Positive mentions were around the Looks/Design of the Rexton. Kabir Bedi , an Indian film actor and an owner of

Rexton complimented the engineering and design of the car.

By volume By BVI


Rank 29 29 Outlier Outlier

Volume / BVI 162 257 NA NA


74


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 3 4 25% 70% 5%


6 5 100% 0% 0%

Looks/ design 1 5 89% 5% 5%


Power 2 8 73% 14% 14%


1 5 82% 0% 18%

Features 1 7 92% 2% 6%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Toyota Camry 4 7 100% 0% 0%

Toyota Camry Hybrid

3 2 100% 0% 0%

Toyota Corolla Altis 10 6 - - -

Toyota Etios 2 5 48% 21% 30%

Toyota Etios Liva 6 9 67% 0% 33%

Toyota Fortuner 5 4 71% 14% 14%

Toyota Innova 1 1 94% 5% 2%

Toyota Land Cruiser 9 8 50% 50% 0%

Toyota LC Prado 11 10 - - -

Toyota Prius 8 3 100% 0% 0%

~! Despite a decline in the overall volume of mentions, Toyota jumped 2 positions from August 2013 and was the most mentioned brand in September 2013. The score by the Brand Vibrancy Index witnessed an increase from August 2013, but the rank by BVI dropped by 5 positions and the brand was at the 12th position in September 2013.

~! The mentions were primarily around the #Love2Race contest by Toyota Etios, #ThoughtfullyAdvanced contest by Toyota Camry Hybrid, #ThingsICanDoWithMyInnova contest by Innova and they generated positive sentiment for the brand.

By volume By BVI


Rank 1 3 12 7

Volume / BVI 11,480 12,029 0.72 0.51


75


(By volume)*

Rank in Aug 2013

(By volume)*

Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In

Sep2013)

Price 8 3 0% 0% 100%


11 13 50% 50% 0%

Looks/ design 10 9 55% 9% 36%


Power 3 5 20% 60% 20%


11 5 50% 0% 50%

Features 10 8 30% 10% 60%




Positive (In Sep

2013)

Neutral (In Sep

2013)

Negative (In Sep

2013)

Volkswagen Beetle 4 3 63% 25% 13%

Volkswagen Jetta 5 4 50% 50% 0%

Volkswagen Passat 6 5 0% 0% 100%

Volkswagen Phaeton

7 7 0% 0% 100%

Volkswagen Polo 3 1 20% 0% 80%

Volkswagen Touareg 8 6 - - -

Volkswagen Vento 2 2 45% 36% 18%

Volkswagen Cross Polo

1 - 50% 30% 20%

~! With a 23% decrease, the brand dropped to the 8th position in September 2013 from the 7th position in terms of the volume of mentions. Additionally, a dip in positive mentions around the brand also caused the brand to slip to the 22nd position in September 2013 from the 9th position in August 2013 by the Brand Vibrancy Index.

~! Mentions around reviews of the Volkswagen Cross Polo, the upcoming launch of the facelifted Polo, and Polo and Vento sedan speed testing in India for export markets contributed to the overall mentions in September 2013.

By volume By BVI


Rank 8 7 22 9

Volume / BVI 4,253 5,545 0.07 0.42


Report Parameters

~! The report currently considers 36 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 September 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.

METHODOLOGY

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

76

䍐! All 12 categories of cars were considered for the attribute study. A sample of 1,082 mentions each month were taken for the thematic study.

䍐! 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.

77

Report Parameters

METHODOLOGY

78

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 [email protected] with the subject line ‘corrections’.

ABOUT BLOGWORKS

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79 All content copyright Scenario Consulting Pvt. Ltd.

Date post:	20-Aug-2015
Category:	Automotive
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Blogworks IndiaAuto Social Index - September 2013

Automotive