SINGAPORE, APRIL 9 2020 – CARMA ASIA, the leading provider of integrated media intelligence solutions, published a report today evaluating how top automotive brands in Singapore, Malaysia and Hong Kong were reported in Q1 2020. The report includes a case study on COVID-19 communications during the period.
The analysis reveals the overall prominence and favorability of automotive brands in local publications and on social media and details the leading brand attributes and key topics of discussion impacting their reputation.
The report also includes a case study of COVID-19’s impact on the motoring brands. CARMA’s proprietary Favorability Rating pinpoints the degree to which statements from CEO’s had a bearing on the overall tone of coverage.
“The variance in product attributes and brand messages that resonate across markets highlights the importance of localized communications planning. This report also demonstrates the impact CEO’s can have on the overall perception of a brand at a time of crisis. For example, Håkan Samuelsson at Volvo and Proton’s Dato’ Radzaif Mohamed both made valuable contributions to the coverage of their brands”
BMW had the highest share of voice in Singapore and Hong Kong and the most favourable traditional media coverage in Singapore. Much of BMW’s positive coverage referred to their advanced technology and impressive driving dynamics.
In Malaysia, local brand Proton had the most favourable coverage in traditional media while in Hong Kong, Lamborghini was the most favourably reported car brand in traditional media and had the highest percentage of positive social media comments.
Download the reports here.