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The Auto Expo 2012 - Car makers woo the Indian consumer India's love affair with wheels is booming There were nearly 50 global & domestic auto majors who participated in Auto Expo 2012, reflecting the growing importance of India which is expected to be the world's third-biggest market by 2020. Read on to know more about the brands that 'buzzed', companies that 'honked' their business plans and concepts that indicate the future trends.... CARMA International the world's leading independent media measurement and analysis company used its proprietary media content analysis methodology to analyze Indian media coverage*. Through extensive human-based research, the CARMA analysis developed insights about leading companies, top brands, messaging and commentators at the Auto Expo as reported in the news media. *A sample of 20+ influential Indian dailies, trade and online news media were analyzed for 15 December 2011 to 20 January 2012 period. A total of 375+ news reports are the basis of this CARMA analysis. Note Bene : The present study findings are indicative and not inclusive of all possible media analysis indices that CARMA International offers as part of its bespoke and comprehensive media evaluation suite. Leading Companies at the Auto Expo - Maruti leads Most Desirable Quadrant: High Volume & Strong Favorability Rating Least Desirable Quadrant: Unfavorable Rating but High Volume A closely contested tussle for consumer attention Several companies were reported with strong favorability but failed to garner significant media mentions to distinguish them in the media din about the Auto Expo 2012 *The 'CARMA Favorability System' is a precise measure of tone and potential impact of the media coverage. Using a zero to 100 scale, CARMA's rating system measures degrees of favorability, where 100 is the most favorable and impactful and zero is the most negative and impactful. A scoring of 49-51 is considered neutral with moderate impact. Tata’s Nano has a drag factor on the company’s media performance Deepesh Rathore of IHS Global Insight succinctly noted: "I think the Nano has fallen below the radar of many car buyers. Even at the bottom of the pyramid, for the buyer the car is an aspirational thing, so he doesn't want his car to be called the cheapest car in India” (Businessworld.in, 4 January 2012).

CARMA Auto Expo 2012 Analysis

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Page 1: CARMA Auto Expo 2012 Analysis

The Auto Expo 2012 - Car makers woo the Indian consumer

India's love affair with wheels is booming

There were nearly 50 global & domestic auto majors who participated in Auto Expo 2012, reflecting the growing importance of India which is expected to be the world's third-biggest market by 2020. Read on to know more about the brands that 'buzzed', companies that 'honked' their business plans and concepts that indicate the future trends.... CARMA International the world's leading independent media measurement and analysis company used its proprietary media content analysis methodology to analyze Indian media coverage*. Through extensive human-based research, the CARMA analysis developed insights about leading companies, top brands, messaging and commentators at the Auto Expo as reported in the news media. *A sample of 20+ influential Indian dailies, trade and online news media were analyzed for 15 December 2011 to 20 January 2012 period. A total of 375+ news reports are the

basis of this CARMA analysis.

Note Bene : The present study findings are indicative and not inclusive of all possible media analysis indices that CARMA International offers as part of its bespoke and comprehensive media evaluation suite.

Leading Companies at the Auto Expo - Maruti leads

Most Desirable Quadrant:

High Volume & Strong Favorability Rating

Least Desirable Quadrant:

Unfavorable Rating but High Volume A closely contested tussle for consumer attention Several companies were reported with strong favorability but failed to garner significant media mentions to distinguish them in the media din about the Auto Expo 2012

*The 'CARMA Favorability System' is a precise measure of tone and potential impact of the media coverage. Using a zero to 100 scale, CARMA's rating system measures degrees of favorability, where 100 is the most favorable and impactful and zero is the most negative and impactful. A scoring of 49-51 is considered neutral with moderate impact.

Tata’s Nano has a drag factor on the company’s media performance Deepesh Rathore of IHS Global Insight succinctly noted: "I think the Nano has fallen below the radar of many car buyers. Even at the bottom of the pyramid, for the buyer the car is an aspirational thing, so he doesn't want his car to be called the cheapest car in India” (Businessworld.in, 4 January 2012).

Page 2: CARMA Auto Expo 2012 Analysis

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Mahindra Verito Maruti Suzuki Ertiga Mercedes SLS-AMG Ford EcoSport Toyota Etios

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Leading Vehicle Category at the Auto Expo - Cars ruled the Show

40%

24%

Cars grabbed a large 40% SoV

UVs painted well

10%

Hybrids / Electric Vehicles had a notable 10% share

Leading Brands at the Auto Expo - 212 brands were discussed in news media

The 'Green vogue' saw several automakers line up electric / hybrid vehicles for future launch. M&M's all-electric 'Reva' took the lead (29% SoV), followed by Tata's Manza (15%) & hybrid concept scooter 'Leap' from Hero MotoCorp (12%).

Mahindra's Verito was the show stopper - the leading brand amongst a medley of 212 brands reported in relation to the Auto Expo 2012 news coverage.

Maruti and Mercedes too had a notable presence. Both companies ranked two brands each amongst the top 10 brand podium in CARMA news media analysis.

6 7 8 9 10

Mercedes Benz A-Class concept Tata Nano Maruti Suzuki XA Alpha Concept Audi Q3 Chevrolet Captiva

SUVs and MUVs grabbed 24% of media mentions. Here again, Maruti Suzuki topped the chart (22% SoV) with its concept SUV 'XA Alpha' and MPV 'Ertiga'. Ford’s next-generation compact SUV ‘EcoSport’ also added to the UV attractions.

Maruti Suzuki was the front-runner in this category (with more than 11% SoV), closely trailed by Tata Motors and BMW (10%)

Page 3: CARMA Auto Expo 2012 Analysis

News topics at the Auto Expo

If one is to go by media reports, it seems the Indian consumer is still first drawn to the price tags, far more than any other aspect of motoring experience. Every fifth article reporting about the Auto Expo exhibits discussed cost of ownership. One out of every tenth news report put forward propositions as ‘Performance’, ‘Technology’ and ‘Environment/emissions’, especially sustainable solutions as hybrids.

The Glam hog brings little advantage to the brand Celebrities at the event promoting certain brands had the shutterbugs go alive. However, the appearance of the celebrities was not as impactful on visibility of car brands as would have been expected. The combined news reports for all brands with celebrity mentions / visuals generated a CARMA rating of 63 rating whereas brands which leveraged environment/emissions as a salient product feature had a CARMA rating of 68. Our view - press clicks flash on the thing that glitters most - obviously the car products were overshadowed.

The Auto Expo not only paraded cars but ‘honked’ business plans too At the Auto Expo, the carmakers pulled all stops to reach out to the Indian consumer candidly sharing plans and initiatives for India. 27% of the news coverage relating to the Auto Expo 2012 was drawn from ‘Corporate’ announcements including business plans & strategy, sales & marketing initiatives, branding exercises and even overall financial outlook.

Media served the price recipe: Every fifth article mentions cost of ownership

Leading Sources at the Auto Expo

Company officials most quoted at the Auto Expo CXOs most heard at the Auto Expo

The ‘committed to you’ mantra chanted to the India consumer While each company brought its different sized goodie bags for the consumers at the prestigious Auto Expo launch pad, yet one and all resonated the promise ‘of soon launching new products in Indian markets/being committed to India’. Honda, Ford & BMW highlighted this message in 38%, 28% and 25% of their news coverage respectively. In conclusion, the news media hinted a lot is to happen in auto space in the years ahead.

For customized CARMA analysis of the Auto Expo 2012 in relation to your company & brands, article tonality, spokesperson effectiveness, key messaging and other such media impact parameters, please contact [email protected]; +91 120 6520784/85; www.carmaindia.in