Skoda tops Mercedes in creating online buzz for new launches, and Renault does well too.

Volkswagen Group's value brand, Skoda, created a bigger digital buzz than luxury automaker Mercedes-Benz among online commentators who posted their thoughts on Europe’s new-car launches, a survey shows.

The latest generation of the Skoda Superb midsize car caught the interest of online car buffs even more than luxury SUVs from Mercedes-Benz, according to global research consultancy TNS.

Skoda actively targeted digital influencers ahead of its flagship's launch to offer them free test drives to encourage them to spread the word, TNS said. Skoda emphasized the Superb’s advanced equipment and stylish design in comparison to previous versions. The brand has loaded the new Superb with semi-autonomous driving technology typically found in more expensive vehicles.

Mercedes took the No. 2 spot (see chart below) with the GLE, which replaced the M class SUV. The GLE appeared in the "Jurassic World" film trailer, quickly generating huge attention from a broad online community.

Renault was No. 3 with its new Kadjar, which the company launched into Europe’s booming compact SUV segment, and No. 4 with its new Espace minivan.

Renault created a big online buzz for the two launches by using conventional advertising. For the Kadjar, the automaker focused on adventure with videos of young male Kadjar drivers taking part in activities such as kayaking, driving in the snow, hang gliding and tight rope walking.

For the Espace, Renault recruited Hollywood star Kevin Spacey to attract interest.

TNS drew its conclusions from monitoring the blogs, forums and social media chatter of what it calls 3,000 digital influencers in the automotive industry based in Germany, the UK, France and Spain. The influencers were picked out as those who post relevant content, are active commentators, and have strong social media power.

Remy Pothet, head of TNS's automotive practice, said influencing online conversations is becoming an important sales channel and should be integrated into marketing and launch plans, “as Skoda has successfully done.”

“Companies should be identifying, profiling and monitoring the most important digital influencers to understand the impact of online buzz on car buyer decision-making,” Pothet said in a statement.

Digital influencers on social media, blogs and other media are increasingly becoming a trusted source of information for car buyers, he said. “More than 90 percent of people use online sources during the buying process, often from community forums and blogs where they can get unbiased information from those ‘in the know.’ If manufacturers don’t invest in this area, they risk losing out on a huge slice of the market.”

Web hits

New cars most talked about online, ranked by % of comments from 13,850 online mentions through June.

1. Skoda Superb 8.1
2. Mercedes GLE 5.9
3. Renault Kadjar 5.8 
4. Renault Espace 4.8
5. Mercedes GLC 4.6
Source: TNS

Olive Keogh 

Automotive News Europe

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