Study reveals how people talk about car brands on social media

Social media provides a platform for sharing memes and discussions, but large companies utilize user behavior for insights into their public perception. YouGov’s recent U.S. Social Listening Report highlighted the top auto brands among social media users, with some expected names making the list.

Tesla dominated the most-shared automotive news on social media. Interestingly, Elon Musk’s platform X (Twitter) had the highest negative sentiment about automakers online. Despite this, Ford surpassed Tesla as the most popular auto brand in the first quarter of 2024. The top five also included Toyota, BMW, and Mercedes-Benz. YouGov noted that all top 30 brands from 2023 remained in the rankings for 2024, albeit with some changes in their positions.

Consumer sentiment, a complex area to gauge, can be inferred from comments and news sharing. Alfa Romeo and Aston Martin generated the most positive sentiment, while Infiniti saw the most negative. Despite Alfa Romeo's reliability issues, it is viewed favorably for its appeal to collectors and its aesthetic and driving experience. On the other hand, Infiniti owners cited frequent repairs, vehicle and software defects, quick tire wear, and inadequate dealer repair capabilities as major issues.

YouGov also found that media placements significantly influence online activity surrounding auto brands. Examples include Aston Martin’s association with James Bond films, the Chevy Camaro’s appearance in "Transformers," and Mini Coopers in "The Italian Job."

Source: YouGov