In this report, we looked at the top 10 Automotive brands on Facebook in South Africa over the last quarter of 2015.

1. Comparison of
Top 10 Automotive
Brands in South
Africa Q4-2015

2. Top Automotive Brands on Facebook Q4-2015
• We looked at the top 10 Automotive
brands on Facebook in South Africa over
the last quarter of 2015
• Read on to find out how brands like
Mercedes-Benz, Ford and Land Rover
performed.
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3. Highlights
• With a growth rate of 23.57%, Mercedes-Benz enjoyed the highest Fan
Growth Rate amongst the 10 brands analysed despite already having the
largest audience
• Among the brands analysed, Lexus was engaging best with their fans.
• 70,148 User Comments were written across these 10 brands walls.
That’s an average of 76 potential customer touch points per day – per
wall.
• Unsurprisingly, the most engaging content was product related –
pictures of their vehicles.
• While Mercedes-Benz South Africa published the greatest number of
posts, it was Ford who outperformed the competition with the most
likes, shares and comments.
• Summer holidays was the major campaign theme for Q4 with BMW
Holiday Check (2015) being the most engaging.
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5. Fans
Mercedes-Benz South Africa had the largest fan base of 860,538 while Mercedes-Benz South
Africa showed the highest fan growth of 23.57%.
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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
0K 100K 200K 300K 400K 500K 600K 700K 800K 900K 1,000K
Growth%
Number of Fans
Lexus (South Africa) Audi South Africa Mercedes-Benz South Africa Toyota SA
Hyundai South Africa Volkswagen South Africa(ZA) Land Rover South Africa(ZA) KIA Motors South Africa
Ford South Africa BMW South Africa

6. Fans - Geography
SA Auto
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Countries < 2% Botswana Other Countries South Africa Namibia

7. Conversations
Lexus (South Africa) had the highest PTAT of 5.50% as a percentage of its average number of Fans
during this time period.
SA Auto
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
0K 100K 200K 300K 400K 500K 600K 700K 800K 900K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Lexus (South Africa) Audi South Africa Mercedes-Benz South Africa Toyota SA
Hyundai South Africa Volkswagen South Africa(ZA) Land Rover South Africa(ZA) KIA Motors South Africa
Ford South Africa BMW South Africa

8. Engagement - Posts
Mercedes-Benz South Africa published the greatest number of posts (308). Lexus (South Africa)
had the highest average engagement, with a score of 879.
SA Auto
0 50 100 150 200 250 300 350
0 100 200 300 400 500 600 700 800 900 1000
Lexus (South…
Audi South…
Mercedes-…
Toyota SA
Hyundai…
Volkswagen…
Land Rover…
KIA Motors…
Ford South…
BMW South…
Number of Posts
Engagement Score
Engagement Score Number of Posts

9. Engagement Breakdown
0 50000 100000 150000 200000 250000 300000 350000 400000 450000
Audi South Africa
Lexus (South Africa)
Mercedes-Benz South Africa
Toyota SA
Volkswagen South Africa(ZA)
Hyundai South Africa
Land Rover South Africa(ZA)
KIA Motors South Africa
BMW South Africa
Ford South Africa
Likes Comments Shares
Ford South Africa received the most number of Likes (387,507), Ford South Africa got the most
number of Comments (17,537) and Ford South Africa had the most number of Shares (17,448).
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10. Most Engaging Brand Posts
SA Auto
Land Rover South
Africa(ZA)
Sat, Dec 19 at 8:00 AM EST
The Range Rover Sport SVR goes from 0-100kph in
4,7 seconds. Can we get a thumbs up for this brute?
Engagement
Score
Likes Comments Shares Sentiment
1,000 25,517 775 625
Uncategori
zed
Lexus (South Africa)
Fri, Dec 18 at 6:00 AM EST
Lexus, the pursuit of perfection.
Caption this ...
Toyota SA
Fri, Dec 18 at 5:00 AM EST
Toyota fans, are you ready to race for a chance to
own the new Hilux?
Stay closely glued to our Fa ..
Engagement
Score
Likes Comments Shares Sentiment
1,000 38,954 740 508
Uncategori
zed
Engagement
Score
Likes Comments Shares Sentiment
1,000 28,372 792 1,768
Uncategori
zed

11. Most Engaging Brand Posts
SA Auto
BMW South Africa
Tue, Dec 15 at 6:10 AM EST
Start your journey off the right way. Book a
complimentary BMW Holiday Check:
http://bit.ly/11TLWxN
Engagement
Score
Likes Comments Shares Sentiment
1,000 39,594 511 404
Uncategori
zed
Lexus (South Africa)
Tue, Dec 15 at 6:00 AM EST
It's the season for giving, there's a bit more cheer in
the air.
Who would you spoil with a brand ne ..
Volkswagen South
Africa(ZA)
Wed, Dec 9 at 12:30 PM EST
Our fresh Special Offers page gives you a bird's eye
view of our most enticing Volkswagen deals. Che ..
Engagement
Score
Likes Comments Shares Sentiment
1,000 73,669 5,899 1,919
Uncategori
zed
Engagement
Score
Likes Comments Shares Sentiment
1,000 18,847 912 572
Uncategori
zed

12. Fan Posts
0 100 200 300 400 500 600 700 800 900
Lexus (South Africa)
Audi South Africa
Mercedes-Benz South Africa
Toyota SA
Hyundai South Africa
Volkswagen South Africa(ZA)
Land Rover South Africa(ZA)
KIA Motors South Africa
Ford South Africa
BMW South Africa
Number of Fan Posts
Mercedes-Benz South Africa's Facebook Page saw the highest number of Fan posts (765).
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13. Sentiment Analysis
Land Rover South Africa(ZA) received the highest percentage of Positive Sentiment (69.00%).
SA Auto
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Lexus (South Africa)
Audi South Africa
Mercedes-Benz South Africa
Toyota SA
Hyundai South Africa
Volkswagen South Africa(ZA)
Land Rover South Africa(ZA)
KIA Motors South Africa
Ford South Africa
BMW South Africa
Negative Neutral Positive

14. Brand Responses
Volkswagen South Africa(ZA) responded to the highest percentage of Fan posts (57.41%).
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0 1000 2000 3000 4000 5000 6000
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Lexus (South Africa) Audi South Africa Mercedes-Benz South Africa Toyota SA
Hyundai South Africa Volkswagen South Africa(ZA) Land Rover South Africa(ZA) KIA Motors South Africa
Ford South Africa BMW South Africa

15. Share Of Voice – Volume of Posts
Mercedes-Benz South Africa published the most with 311 posts, among the brands in "SA Auto"
Group.
SA Auto
29%
7%
8%
3%
9%
13%
9%
5%
8%
9%
Mercedes-Benz South Africa Lexus (South Africa) Toyota SA Audi South Africa
BMW South Africa Land Rover South Africa(ZA) Ford South Africa Hyundai South Africa

16. Share Of Voice – Likes
Ford South Africa received the largest volume of Likes (387,507), among the brands in "SA Auto"
Group.
SA Auto
15%
16%
10%
9%6%
8%
20%
3% 6%
7%
Mercedes-Benz South Africa Lexus (South Africa) Toyota SA Audi South Africa
BMW South Africa Land Rover South Africa(ZA) Ford South Africa Hyundai South Africa

17. Share Of Voice – Comments
Ford South Africa received the largest volume of Comments (17,537), among the brands in "SA
Auto" Group.
SA Auto
16%
15%
11%
6%
5%
7%
25%
3% 7%
5%
Mercedes-Benz South Africa Lexus (South Africa) Toyota SA Audi South Africa
BMW South Africa Land Rover South Africa(ZA) Ford South Africa Hyundai South Africa

18. Share Of Voice – Shares
Ford South Africa received the largest volume of Shares (17,448), among the brands in "SA Auto"
Group.
SA Auto
17%
10%
10%
7%
6%10%
25%
2% 8%
5%
Mercedes-Benz South Africa Lexus (South Africa) Toyota SA Audi South Africa
BMW South Africa Land Rover South Africa(ZA) Ford South Africa Hyundai South Africa

19. Campaign Comparison
0 5 10 15 20 25 30
0 200 400 600 800 1000 1200
SEMA 2015(Lexus (South…
Audi Q7(Audi South Africa)
#MondayMotivation(Merce…
Dakar Rally 2016(Toyota SA)
New Santa Fe(Hyundai…
#VWJuniorMastersSA(Volks…
#LandRoverExperience(Lan…
Road trip tip(KIA Motors…
Ford Kuga(Ford South Africa)
BMW Holiday Check…
Number of Posts
Engagement Score
Engagement Score Number of Posts
During this time period, BMW Holiday Check (2015) was the most engaging run by BMW South
Africa. Toyota SA published the most (25) in its Dakar Rally 2016 campaign.
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20. Thanks For Reading!
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21. Thanks!
For a detailed analysis on any of the brands included in this report
Please contact us at
info@whysatisfy.com