1. All content copyright Scenario Consulting Pvt. Ltd.

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3. 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.
3

4. ~ 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
4

5. 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
.
5

6. 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
~
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
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
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
6

7. TOP CATEGORY
BIG HATCHBACK
~
~
Totyota Etios Liva and Tata Vista were the most mentioned nameplates in this category
~
Positive mentions around Nissan Micra were around its ‘Looks/Design’ and ‘Features’
Nissan Micra has the highest share of positive mentions for December followed by Toyota
Etios Liva and Tata Vista
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
7

8. 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
8

10. Rank Rank
(Dec (Nov Top-5 Most Mentioned Brands Dec 2013
2013) 2013)
1
Toyota
4
2
1
3
2
4
5
5
9
Tata Motors
Nissan
Maruti Suzuki
Mercedes- Benz
Rank
(Dec
2013)
Rank
(Nov Top-5 Most Vibrant Brands Dec 2013
2013)
1
6
Nissan
2
-
Lamborgini
3
8
Mercedes- Benz
4
3
Audi
5
5
BMW
10

11. SUV
Rank
SMALL HATCHBACK
Top-5 Most Mentioned
Nameplates – SUV
MID SIZE SEDAN
BIG HATCHBACK
Top-5 Most Mentioned
Rank Nameplates – Small
Hatchback
Top-5 Most Mentioned
Rank Nameplates – Mid size
Sedan
Top-5 Most Mentioned
Rank Nameplates – Big
Hatchback
1
Honda City
1
2
Mahindra Verito
3
Ford Fiesta
4
Fiat Linea
5
Renault Scala
1
Nissan Terrano
1
Tata Nano
2
Tata Safari
2
Maruti Suzuki Alto
3
Mahindra Scorpio
3
Maruti Suzuki WagonR
4
Renault Duster
4
Maruti Suzuki Alto K10
5
Ford Ecosport
5
Hyundai Santro Xing
Rank
1
1
1
1
5
Top-5 Most Vibrant
Nameplates - SUV
Nissan Terrano
Maruti Suzuki Grand
Vitara
Renault Koleos
Maruti Suzuki XA Alpha
Mahindra Thar
Top-5 Most Vibrant
Rank Nameplates – Small
Hatchback
1
Maruti Suzuki Alto K10
Top-5 Most Vibrant
Rank Nameplates – Mid size
sedan
Toyota Etios Liva
2
Tata Vista
3
Fiat Grant Punto
4
Maruti Suzuki Swift
5
Hyundai Grand i10
Top-5 Most Vibrant
Rank Nameplates – Big
Hatchback
1
Ford Fiesta
1
Nissan Micra
Maruti Suzuki SX4
1
Toyota Etios Liva
1
Tata Nano
1
3
Hyundai i10
1
Nissan Sunny
3
Hyundai Grand i10
4
Maruti Suzuki WagonR
1
Hyundai Verna
4
Hyundai i20
5
Maruti Suzuki Alto
5
Mahindra Verito
5
Tata Vista
11

12. EXECUTIVE SEDAN
MUV/MPV
SPORTS CARS
LUXURY SEDAN
Top-5 Most Mentioned
Rank Nameplates –
Executive Sedan
Top-5 Most Mentioned
Rank Nameplates – MUV /
MPV
Top-5 Most Mentioned
Rank Nameplates – Sports
Cars
Top-5 Most Mentioned
Rank Nameplates – Luxury
Sedan
1
Ford Mustang
1
2
Audi R8
3
Lamborghini Aventador
4
Lamborghini Gallardo
5
Mercedes SLK-Class
1
Toyota Corolla Altis
1
Toyota Innova
2
Honda Civic
2
Tata Sumo
3
Skoda Octavia
3
Maruti Suzuki Ertiga
4
Chevrolet Cruze
4
Mahindra Bolero
5
Skoda Laura
5
Chevrolet Tavera
Top-5 Most Vibrant
Rank Nameplates –
Executive Sedan
Top-5 Most Vibrant
Rank Nameplates – MUV /
MPV
1
Toyota Corolla Altis
1
Nissan Evalia
2
Hyundai Elantra
1
Tata Sumo
3
Honda Civic
2
Toyota Innova
4
Renault Fluence
3
Maruti Suzuki Ertiga
5
Volkswagen Jetta
4
Mahindra Bolero
Top-5 Most Vibrant
Rank Nameplates – Sports
Cars
Mercedes C-Class
2
Honda Accord
3
Audi A4
4
Skoda Superb
5
BMW GT
Top-5 Most Vibrant
Rank Nameplates – Luxury
Sedan
1
Audi R8
1
Audi A4
2
Mercedes SLK-Class
1
BMW GT
3
Lamborghini Aventador
1
Mercedes E-class
4
Ford Mustang
1
Mercedes C-Class
5
Honda Accord
12

13. PREMIUM HATCHBACK
Rank
Top-5 Most Mentioned
Nameplates – Premium
Hatchback
PREMIUM SUV
Ran
k
1
1
Top-5 Most Mentioned
Nameplates – Premium
SUV
Toyota Land Cruiser
MINI Cooper
Rank
5
MINI Cooper convertible
5
4
Audi Q7
Land Rover Range Rover
Sport
MINI Cooper convertible
4
3
Volkswagen Beetle
3
Porsche Cayenne
Mercedes A-Class
2
2
Top-5 Most Vibrant
Rank Nameplates – Premium
SUV
Top-5 Most Vibrant
Nameplates – Premium
Hatchback
BMW X5
Volkswagen Beetle
1
MINI Cooper
3
Mercedes A-Class
Mercedes GL-Class
1
1
1
Toyota Land Cruiser
3
Top-5 Most Mentioned
Rank Nameplates – Hybrid /
Green
Luxury Sedan
1
BMW M
2
Mercedes S-class
3
Jaguar XF
4
Toyota Prius
2
Mahindra Reva
3
Toyota Camry Hybrid
BMW 7 Series
5
1
Rolls Royce Phantom
Top-5 Most Vibrant –
Rank Super Luxury Sedan
1
Top-5 Most Vibrant
Rank Nameplates – Hybrid /
Green
1
Mahindra Reva
2
Toyota Prius
BMW X1
5
Top-5 Most Mentioned
Rank Nameplates – Super
HYBRID/GREEN
BMW X5
4
SUPER LUXURY SEDAN
Mercedes M-Class
Mercedes S-class
13

15. Rank in
Dec 2013 (Nov 2013)
1 (4)
2 (1)
3 (2)
4 (5)
5 (9)
6 (3)
7 (10)
8(6)
9 (12)
10 (11)
11(17)
12 (7)
13(16)
14(21)
15(18)
16(14)
17(19)
18(27)
19(13)
20(15)
21(28)
22(22)
23(25)
24(30)
25(8)
26(24)
27(23)
28(20)
29(31)
30(32)
31(33)
32(35)
33(32)
34(29)
35(34)
BRAND NAME
Toyota
Tata Motors
Nissan
Maruti Suzuki
Mercedes-Benz
Honda
Mahindra
Ford
Hyundai
Fiat
BMW
Audi
Renault
Lamborghini
Skoda
Porsche
Chevrolet
Force motors
Volkswagen
Jaguar
Datsun
MINI
Bugatti
Land Rover
Ferrari
Bentley
Mitsubishi
Rolls Royce
Ssangyong
Maybach
Maserati
Hindustan Motors
Ashok Leyland
Volvo
Premier
Dec-13
15279
10194
9670
6577
5357
3155
3023
2638
2254
1504
1341
1275
1209
1024
901
592
503
459
404
316
265
232
205
189
129
102
96
82
70
51
45
20
20
6
4
Nov13
9160
18597
14528
8708
4131
9663
3595
6966
3567
3588
1388
6911
1741
722
1374
2641
969
264
2714
1910
250
604
433
170
5014
524
522
782
80
52
46
6
56
216
7
% difference in
volume of mentions
67%
-45%
-33%
-24%
30%
-67%
-16%
-62%
-37%
-58%
-3%
-82%
-31%
42%
-34%
-78%
-48%
74%
-85%
-83%
6%
-62%
-53%
11%
-97%
-81%
-82%
-90%
-13%
-2%
-2%
233%
-64%
-97%
-43%
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’.
By % change
in volume of
mentions
% difference from
previous month
BRAND NAME
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
15

16. December 2013
Brand name
Positive
Neutral
November 2013
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
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.
NA
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
16

17. All content copyright Scenario Consulting Pvt. Ltd.
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18. ~ 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
Hatchback
Sedan
SUV/MUV/LMV and offroad
Other
Sub-category
Small hatchback
Big hatchback
Premium hatchback
Mid-size sedan
Executive sedan
Luxury sedan
Super luxury sedan
SUV & offroad
Premium SUV
MUV/MPV
Sports car
Hybrid/Green
84

19. ∼ 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.
85

20. 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’.
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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
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All content copyright Scenario Consulting Pvt. Ltd.
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