Luxury Car Brands Not Taking Full Advantage of Social Media

Porsche had the highest community rating in the Community Index with a score of 5,448, followed by BMW at 3,681 and Audi at 3,612
mhgroupcom
forum strategies and communications
MH Group Communications and Forum Strategies & Communications have released a new study called “Luxury Auto Brands and their Presence in Social Media” that is a comprehensive analysis of luxury auto brands and their presence within social networks. According to the results of the study, German automakers dominate the luxury auto business category, while Japanese and American brands are largely absent and unimpressive within social media.

porsche logo

The study used the MH Group Communications Community Index and Conversation Index measurement methodologies to determine the size and activity level of communities around specific auto brands across Facebook, Twitter, YouTube, and Flickr.

bmw logo

What’s interesting is that the study shows 9 luxury car brands: These rankings are based on their engagement in social networks:

1. BMW
2. Porsche
3. Audi
4. Mercedes
5. Cadillac
6. Lexus
7. Acura
8. Infiniti
9. Lincoln

MH Group Communications says that “Porsche had the highest community rating in the Community Index with a score of 5,448, followed by BMW at 3,681 and Audi at 3,612. In the Conversation Index measurement, BMW held a sizeable lead over competitors with a conversation rating of 6,164 for the period studied.

However, the study also concluded that the industry has yet to tap the full potential of social media by utilizing an integrated and holistic approach, and are focusing their efforts on YouTube and Facebook rather than the full spectrum of social media platforms where benefits could be gained.”

The study revealed that social media conversations around luxury auto brands focused on four key topics, each of which offer specific challenges/opportunities:

Here are some other interesting facts brought out in the study:
Admiration: The luxury auto sector enjoys a privileged admiration consumers express for most luxury brands. Being part of an “exclusive” club, these owners and fans err on the side of adoration when discussing their vehicles. Challenge: Where is the tipping point, when the club no longer feels so exclusive because of the social media involvement of everyday consumers?

Sales and Deals: The auto industry’s huge investments into e-commerce and the dealer-based, decentralized sales network make deal talk the dominant topic of social media conversation. Challenge: Brand management in this environment is a challenge, given that the community drives the conversation, rather than the brand, in contrast to pre-social media days, when sales messaging was focused around brand web sites.

Questions about Features, Service, Availability: Social media are a powerful tool for brands to monitor questions about their vehicles and address them directly and immediately. Opportunity: This should be viewed as an opportunity to extend a brand’s customer service commitment, rather than just treat social media as a marketing tool.

News and Vehicle Announcements: There is a virtuous cycle of amplification among these brands, auto bloggers and social media networks, in which news is shared by the brands with influential bloggers, reposted or tweeted within social networks by readers of those blogs, and further echoed within smaller SM groups. Opportunity: Links to blog posts, rather than traditional media, are shared most often by consumers.

MH Group Communications and Forum Strategies & Communications partnered to perform this study because of their shared extensive experience and interest in the auto industry and social media. The top-selling luxury auto brands and luxury brands owned by major global automakers, including Acura, Audi, BMW, Cadillac, Infiniti, Lincoln, Lexus, Mercedes and Porsche were studied to assess their level of involvement and success in using social media. Researchers examined social media activity during August 2009 by the brands, as well as activity about the brands initiated by consumers, dealers or others. More information about the study is available at http://mhgroupcom.com/ or http://www.forumstrategies.com/.

Comments

  1. Johnny says

    Interesting post. They probably don’t take full adavtange of social media because they simply don’t need too. Luxury cars are bought mostly by rich people. And rich people have a habit of buying from the same company. So I believe that these companies already have enough clients….

  2. Dragan Mestrovic says

    A study shows that about 1% of the bigger US brands us the advantage of social media actually!

  3. WebTalent Internet Marketing says

    I disagree.. Every car company should be using social media.. Especially in this economy, companies could really benefit for the buzz and increased promotion that social media offers. There is no excuse.. These car companies need to get on the band wagon.

  4. Will Viral says

    My theory on this subject is as follows. Social media is almost uncontrollable. Just imagine a forum on the Porsche website where an unsatisfied customer spills his bag. That would be bad publicity. And yet it would not be honest not to permit customers to reveal their opinion. So to be preventive those luxury car companies simply do not operate social media.

    Just a thought

  5. pharmacies says

    I believe it depends on the age of the target audience. Most luxury car brands are targeting older clients with loads of money to spend, and that audience is not the ones that are online and using facebook and myspace. So in this case, they probably aren’t missing out on much.

  6. Acne Treatment says

    well!!! I think……they don’t need that even. They are already making huge profits without doing such things.

  7. Jennifer L. says

    Social media is the best portal in business advertisement. If a company is visible in social media group and keeps on promoting their products, they’ll reach a lot of people. Those people will eventually be interested in their products.

  8. Jeremy Garcia says

    Luxury car company has a clear market, they’ve established, social media does not affect significantly

  9. House Leveling says

    Ha, BMW is number one, doesn’t surprise me with all the Young Urbanites on Facebook, Youtube, etc. Reminds me of the 80′s when every polo wearing hipster wanted the latest Beemer convertible.

    That being said, it is interesting to see so few with an online presence especially with America’s obsession with Automobiles and love of luxury, it seems like most guys would love to add their favorite car to their profile, I’d love to become a fan of Lamborghini, in fact I think I’ll do that right now, lol.

  10. traffic attorneys says

    Hey…
    very interesting post..
    and I agree with u.

    big companies shoud take adv of social media.. b’coz it works fine for even SMEs than there is no question about big brands. Social Media can bring very valuable inquiry and business..

  11. Patrick Oden says

    I would think that social media would still be a benefit even to luxury car manufacturers. I can see why the German brands are taking advantage of it. I am surprised that the American and Japanese brands are not so much. That doesn’t make a lot of sense to me.

  12. percussion drums says

    Makes no difference if you’re small or big -all companies should be using social media- losing sales if they don’t

  13. TheShark says

    well!!! I think……they don’t need that even. They are already making huge profits without doing such things.

  14. Short sale agent in Las Vegas says

    I think that social media right now is a big hit mainly because it has proven that it can reach out a number of audience. This is actually a good marketing strategy. Information can be channeled in different ways and this is just one of them.

  15. Marketing says

    I think social media should only be used if it can genuinely add something to a brand of communications strategy. Just hopping on the bang wagon to climb a league table or because everyone else seems to be doing it doesn’t seem sensible.

  16. seslifull says

    Luxury car company has a clear market, they’ve established, social media does not affect significantly

  17. Press release says

    it is interesting to see so few with an online presence especially with America’s obsession with Automobiles and love of luxury, it seems like most guys would love to add their favorite car to their profile, I’d love to become a fan of Lamborghini, in fact I think I’ll do that right now, lol.

  18. dropshipaccess experience says

    Social media marketing is one of the prominent ways to improve business as the audience is large. News can really move fast inside Social Media Networks.

  19. paintless repair guy says

    You are right, the amount of people out there using social media sites are tremendous. If these car companies could somehow integrate those users with their products, they would sell a whole lot more cars.

  20. SUCCESS COACH says

    For me yes its true luxury cars are not taking advantage on social media,they only use socal media for advertising purposes.

  21. anne dizon says

    I think, Social Media is the best way for marketing advertisement. Many luxury car companies do not make use of these because they probably don’t know what the social media can give to them.

  22. Auto deals says

    It is true that social media have been very successful in the marketing advertisement section.

  23. Automotive Tools and Equipment says

    I believe it depends on the age of the target audience. Most luxury car brands are targeting older clients with loads of money to spend, and that audience is not the ones that are online and using facebook and myspace. So in this case, they probably aren’t missing out on much.