Explore how Digital Due Diligence reveals the brand strength of top automotive giants like Toyota, BMW, and Tesla.
Lóránt Erős
Digital Strategist
This article is part of our Automotive DDD series, where we explore the power of Digital Due Diligence in the automotive industry. Read on to uncover the fascinating link between the digital strategies of today’s top 20 most valued car brands and their overall brand value.
KEY POINTS:
Toyota, Haval, and Porsche are highlighted for their significant digital impact, with Toyota having the biggest brand share in the industry.
Toyota’s and BMW’s strong digital presence is reflected in their monthly search volume, followed closely by Tesla and Volkswagen.
Nissan, Audi, Chevrolet, and Ford maintain above-average digital interest.
Interest and Digital Brand Strength in the Automotive Industry
Top 5 automotive brands by relative digital popularity in 2022
In this day and age, the digital brand strength of automotive brands can make or break their success. The established brands – Nissan, Audi, Chevrolet, Ford, Toyota, Lexus, Volkswagen, Subaru, Land Rover, Honda, and Volvo – have been building a strong online presence for decades and consistently maintained above-average interest levels over the years. But things are changing. Newcomers like BYD and Haval are shaking things up, disrupting the traditional approach. They might not have an extended history, but they've grown super fast in the past 18 years.
Looking at who's making the biggest waves in the automotive industry lately, names like Hyundai, Toyota, Haval, and Porsche have been highlighted as the most impactful in 2022. It seems that Toyota is the king of car brands right now, with the biggest slice of brand share in the industry. Additionally, Toyota (again!), Tesla, and BMW are among the top three automotive brands in brand search volume and popularity.
Average monthly search volume on the brands
Analysing the average monthly search volume run on our selected brands, Toyota and BMW emerged as the most searched automotive companies, followed by Tesla and Volkswagen. Search data provides insights into the digital performance of selected brands within specific regions and countries. So, if you're curious about a specific brand and where it's popular, this kind of data can be truly helpful!
Decoding Automotive Trends: Insights on Digital Brand Popularity
Relative popularity of the automotive brands in Google Search (comparative chart for the years 2019-2022)
The relative digital popularity of automotive brands on Google can provide valuable insights into trends in the industry and consumer preferences. Here are the most prominent ones:
1) Higher search volumes for specific automotive brands indicate a higher level of brand awareness among consumers. Brands with greater digital popularity are staying top-of-mind for potential car buyers, which can influence who they choose in the end.
2) The frequency of searches for automotive brands can reflect consumer interest in specific models, features, or trends. Brands that experience spikes in digital popularity may be launching new products, running marketing campaigns, or receiving significant media coverage, all of which can impact consumer interest.
3) By analysing the changes in relative digital popularity over time, industry analysts can identify emerging trends in the automotive market. For example, the rise of electric vehicles (EVs) and the increasing focus on sustainability may be reflected in the growing popularity of EV manufacturers like Tesla, BYD, and others.
4) Monitoring the digital popularity of automotive brands can offer insights into the competitive landscape. Brands that consistently maintain high levels of digital popularity are likely to implement successful digital marketing strategies, while newcomers disrupting the market may signal shifts in consumer preferences or industry dynamics.
5) Looking at popularity in different countries and regions can highlight variations in consumer preferences and market dynamics. Brands that perform well in multiple regions may have a strong global presence and appeal to diverse audiences.
For automotive companies, a strong digital presence isn’t just a nice-to-have—it’s a must-have. It keeps them relevant, attracts interest, and helps grow their brand in a competitive industry. This holds true for any brand in any industry. By undergoing Digital Due Diligence, brands can assess their digital strength compared to competitors and potentially gain a strategic advantage.
The present analysis utilises data collected in January 2023. Our selection of the top 20 automotive brands is based on Brand Finance's Automotive Industry (2022) Report. The DDD focuses on the digital performance of these brands across the EU, USA, Oceania, Japan, and South Korea.
While this blog series showcases the core pillars of our DDD methodology, it is important to note that it represents a snapshot based on data collected in January 2023. Our complete analysis, customised for your organisation, includes an in-depth examination of business-specific data and offers a detailed perspective of your industry landscape.
We’re curious in which car do you see yourself taking this roadtrip. If you need a helping hand figuring out the road to grow, check out our Consultancy services and don’t hesitate contacting us.
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