An analysis of October buzz for top luxury automakers reveals that key buzz spikes relate to consumer discussion of concept vehicles. Also grabbing consumer attention is the viral video series “Meet the Beckers,” which spoofs Mercedes-Benz, BMW, and Lexus drivers; the first two episodes are among the top cited video links among consumers discussing these luxury brands.
Buzz shows that consumers are also speculating about mergers and takeovers in the automotive world. While several automakers have reportedly been involved in merger talks with Chrysler, a potential Chrysler/GM merger garners the most discussion. Consumers express numerous concerns about this possible merger and approach the topic with skepticism. Some feel both automakers have similar weaknesses and believe the merger would likely result in heavy job cuts. Others are voicing their opposition to the idea of the US government providing a loan to fund the merger.
The other key merger/takeover news making headlines in the automotive blogosphere is Porsche’s increasing its stake in VW. It generates only a fraction of the discussion that Chrysler merger rumors do, and consumer sentiment toward this business move by Porsche is more positive.
If you are interested in a copy of this Monthly Automotive Industry Overview, please contact Larry Black at 562.947.2360 or larry.black@nielsen.com for a copy. We will continue to provide monthly blog updates with news about the latest automotive hot topics. If you have suggestions for topics we should explore in the November overview, these are welcome via blog comments.
Brett Favre and Manny Ramirez made headlines and generated buzz in July/August 2008 via high-profile trades. Since these two athletes are still making buzzworthy plays - Ramirez is a key player credited with helping the Dodgers advance to the playoffs, and Brett Favre continues to give record-breaking performances with the Jets - I was curious to see how much buzz they were generating.
Clearly, nothing has been quite as buzzworthy for Favre since he shunned retirement and made the move from Green Bay to New York. Smaller buzz spikes in September indicate online enthusiasts have been talking about his performance in the first few weeks of the NFL season.
Discussion volume for Ramirez - who has been hitting home runs, making incendiary comments about his time with the Red Sox, and generally engaging in typical “Manny being Manny” behavior, is surprisingly low. I thought more people would have been talking about some of his accomplishments and controversial behavior since he was traded from the Red Sox to the Dodgers. His overall skill, evident in his contributions to the Dodgers’ advancing to the NLCS championship playoffs, is duly noted in more recent but smaller buzz spikes. However, he still falls short of Favre in terms of buzz volume.
There is another athlete that recently made a big splash - literally, as well as figuratively - with Olympics-related buzz. This athlete is Michael Phelps.
Though Phelps did not generate as many messages as Brett Favre on a single day, buzz about his record-breaking performances in the 2008 Summer Olympics was more sustained. More recently, his hosting an episode of Saturday Night Live in mid-September generated an additional buzz spike.
Not only did Phelps win many gold medals as well as the hearts of many Americans, he also edges out Favre in terms of overall buzz volume since June. Maybe it’s the swimsuit…
