It may come as a surprise, but Skoda created a bigger digital buzz than Mercedes-Benz among online commentators who posted their opinions on new-car launches in Europe, according to a survey.
Skoda’s flagship model, the Superb, generated more online discussions than Mercedes’ GLE and GLC luxury SUVs, global research consultancy TNS said. An explanation could be that Skoda targeted digital influencers ahead of the Superb’s launch offering them free test drives and thus helping spread the word.
Furthermore, Skoda put great emphasis on the Superb’s advanced technologies and stylish design in comparison to its predecessor. Mercedes-Benz ranked second with the GLE, the replacement for the M-Class. The fact that the SUV appeared in the “Jurassic World” film trailer helped generate huge attention from a broad online community.
Renault ranked third with the new Kadjar compact crossover and took No. 4 as well with the new Espace minivan. Renault used conventional advertising to create online buzz for the two launches. For the Kadjar, the automaker focused on adventure, showing videos of young male drivers taking part in outdoor activities such as kayaking, driving in the snow, hang gliding and tight rope walking. For the Espace, Renault attracted interest by using Hollywood star Kevin Spacey.
Finally, Mercedes’ GLC ranked fifth. TNS monitored blogs, forums and social media chatter of 3,000 digital influencers in the automotive industry based in Germany, UK, France and Spain. The influencers were picked from people who post relevant content, are active commentators, and have strong social media power.
Story references: Automotive News Europe
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