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Rev Up The Engines

Automotive Industry Digital Due Diligence
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About this white paper

Gain a deep understanding
of the practical benefits
of a comprehensive Digital Due Diligence analysis through our white paper on today’s 20 most valued automotive brands.
Our analysis focuses on the top 20 automotive brands – based on Brand Finance’s Automotive Industry (2022) Report –, shedding light on their digital strategies and their impact on brand value.

In this white paper, we tackle the fundamental question: How effectively do these brands leverage digital tactics to elevate their digital presence? Moreover, we explore the intricate relationship between brand value, digital endeavours, and achievements.

While this white paper 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. The analysis focuses on the EU, USA, Oceania, Japan, and South Korea, providing a comprehensive view of the digital performance of the selected automotive brands within these regions and countries.

Our complete analysis, customised for your organisation, encompasses an in-depth examination of business-specific data and offers a thorough perspective of your industry landscape.

Rev up your understanding of the advantages DDD brings to the table and gain clear insights that can drive your business forward.
Which automotive brands will cross the finish line first?
Gear up for the exciting reveal in the full white paper!

Shifting Interest in the Automotive Sector

Over the past 18 years, the automotive industry has undergone a curious trend. While overall interest towards automobiles has been on the decline, there have been some surprising peaks throughout the years.
During periods of economic slowdown, such as the financial crisis of 2018, or phases of recovery and progress, like the years 2013 and 2019, the fascination with cars surged forward with heightened enthusiasm.  These moments acted as turbo boosts, propelling interest levels to their highest points in nearly two decades, highlighting the unique dynamics of the industry and how external factors can shape people’s fascination with vehicles.

In the meantime, the automotive sales model is changing rapidly, as almost 90% of customers use online channels in the early stages of their decision-making journeys. Curious to delve deeper into this revolution? Find out more about the emerging sales trends in our full white paper.

Driving the Social Media Highway

Mercedes-Benz takes the social media crown! With the largest number of followers, they reign supreme in the automotive sector, according to data collected from the EU, USA, Oceania, Japan, and South Korea regions and countries. BMW follows closely in second place, but there’s a gap of 6 million followers.
When it comes to social media, Instagram and Facebook are must-haves for automotive brands. But let’s not forget TikTok, where Ferrari, Mercedes-Benz, and Porsche are rocking the charts with the most followers.
When it comes to Twitter, Tesla steals the show. With over 19 million followers, they dominate the automotive social media landscape on this platform, where the total follower base for the industry is 40M.

Picking Up the Speed: Webpage Performance

The average mobile performance score for automotive brand webpages is 51 (out of 100), indicating that these pages are moderately fast.
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BYD’s webpage offers the best user experience both on desktop and mobile, according to Google’s speed and performance standards, which indicates the brand’s ambition to expand its digital presence.

Out of the automotive brands analysed, 18 received low mobile performance scores, indicating that there is room for improvement in their website’s mobile performance considering the perceived latency on mobile. It is recommended that these brands improve their mobile performance scores, as Google considers them as a factor in its search ranking algorithm.
Google PageSpeed Insights (PSI) report: Desktop and mobile performance scores are good indications of whether the webpages are meeting Google’s speed and performance standards. There is a strong correlation between higher scores and better keyword rankings. The scores represent diagnostic information about the page. A score of 90 or above is considered good. Scores between 50 to 90 indicate the need for improvement, while scores below 50 are considered poor.

Checking the Mirrors: Digital Brand Strength

Brands that consistently capture attention and maintain popularity are likely to have a powerful digital strategy at their core. In the meantime, the automotive landscape has witnessed the rise of disruptors like BYD and Haval, who have challenged traditional approaches and made their mark.
In 2022, Toyota, BMW, Porsche, Hyundai, and Haval emerged as the most impactful brands in the automotive industry.

The established brands, Toyota and BMW, have demonstrated remarkable consistency by maintaining above-average levels of interest over the past 18 years.
On the other hand, Porsche, Hyundai, and Haval have experienced notable growth during this period. Haval, as a relatively new player in the automotive industry, has emerged as a game-changer, contributing to this upward trend.

Curious to see how your favourite automaker fared in terms of generating interest over the years? Dive into the full white paper and uncover the popularity curve of each of the 20 analysed brands.
This chart reflects how many searches have been run for the automotive brand terms relative to the total number of searches on Google. A line trending downward indicates a decrease in the brand terms’ relative popularity – the total number of searches for that term may not necessarily decrease, but its popularity compared to other searches is shrinking.

Which automotive brands will cross the finish line first?

Find out in the full white paper
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About

Cognitive Creators is a digital transformation consultancy that helps global leaders and like-minded brands to transition into the digital future.
We have been challenging conventional business thinking and identifying new digital horizons by developing frameworks that make digital adoption intuitive and sustainable. Our approach makes building the path of change possible where others struggle to decipher the challenges that the digital world brings. 

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