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The next pair of brands we analyze in the Automotives series are Maruti Suzuki and Hyundai - two frontrunners in India’s personal vehicles market. How are these automakers telling their brand story in the online space? Do these narratives resonate with the digital-first, automotives consumer?
Talkwalker is a consumer intelligence platform, helping over 2,500 brands drive business impact with actionable consumer insights. The Battle of the Brands series utilises Talkwalker’s AI-enabled Blue Silk technology to analyse millions of images, videos, audio, conversations, and tags from across social media, blogs, news channels, and more. Providing a bird’s eye view of mentions, engagement, and sentiment surrounding some of the biggest brands in India today.
Mentions and engagement
The above chart captures Talkwalker Quick Search results on the Maruti Suzuki (pink) and Hyundai (purple) brands from 1 Feb 2021 to 1 Feb 2022.
When it comes to online conversations, the two auto brands Maruti Suzuki and Hyundai are fairly evenly matched in terms of mentions and engagements, with the former auto brand taking the lead.
Content which saw the highest engagement for the Hyundai brand was campaign-centric, featuring vehicle launches and social media advertisements. Excluding user-generated reviews and mentions, top content on the Maruti Suzuki was news-related, covering its pandemic response, contribution to vehicle recycling (the facility is a first in Noida), and more recent announcements on price adjustments. The brand’s affinity with hyperlocal news and initiatives emphasize associations of Maruti Suzuki as ‘India’s own’ automotive brand.
Top influencers
@HyundaiIndia tops the influencer charts, based on Talkwalker Quick Search results, which show the online content creators and channels that are driving the most engagement on the Maruti Suzuki (pink) and Hyundai (purple) brands.
The influencers list captures Hyundai’s distinct advantage in engaging the digital auto consumer, given the strong social media following which the brand has built in the India market.
On Twitter alone, Hyundai India is close to reaching 880k followers, nearly five times that of Maruti Suzuki (164k). A consistent focus on branded visuals that support dynamic storytelling, is helping to set apart the Hyundai social feed, and drive engagement from its online community across the year.
Visual insights
Talkerwalker’s visual insights provides a snapshot of the top engaged visual posts related to the Maruti Suzuki and Hyundai brands.
Visual insights provide a quick overview on the images and stories that are trending in association with the two automakers. For Hyundai, the range of associations underscore its strong international presence – whether it is celebrating cricket in India, riding the K-wave with the Bangtan Boys, or the viral story of a furry showroom companion in Brazil.
Engagement on visual posts related to the Maruti Suzuki brand, on the other hand, shows the brand’s greater affinity with news stories, and mentions by individuals. As social media and consumer voices increasingly take the steer on these brand narratives, consumer intelligence solutions enable marketers to deep dive into emerging trends and preferences that help keep a brand and product on track to creating positive business impact.
Which luxury auto brands are coming up top-of-mind, and showing in your social and news feeds? Stay tuned for the final part in the Automotives series, as we cover the luxury automotives category next week.
And in case you missed it, find out how electric two-wheeler brands are performing in last week’s edition of Battle of the Brands.
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