The Automotive Landscape: Gauging Industry Buzz and Comparative Performance

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Contents

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1. Executive Summary

2. Driving Conversations: Understanding Mentions and Engagement

3. Measuring Brand Perception: A Sentiment Analysis of Automotive Brands

4. Beyond the Surface: Analysing Automotive Brands Across the Benchmark

5. The Name Game: Top Personalities by Mentions

6. Emerging Trends and Industry Conversations in the Automotive Sector

7. Key Takeaways & Strategic Recommendations

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1. Executive Summary: Hyundai Leads Automotive Conversation

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Automotive companies serve as drivers of economy, employment, and trade. Moreover, they also fuel innovation, transportation, and sustainability efforts. To further explore the sector, Truescope delved into the online and social media landscape of the automotive industry from 6 Jan to 6 Apr 2025.

The analysis revealed that Hyundai Motor Group led the SOV with 14.9%.Honda Motor Co., Ltd. garnered 13.3%,Build Your Dreams (BYD) Auto Co, Ltd gained 11.4%, Tesla, Inc. received 11.2%, and Toyota Motor Corporation procured 10.9%. Meanwhile, Nissan Motor Co., Ltd. attained 9.9%,BMW Group obtained 8.4%,Audi AG acquired 7.4%, Volvo Cars Corporation procured 7.4%, and Mercedes-Benz Group AG garnered 5.2%.Hyundai also received the most Social Engagements (646,285 Social Engagements), brought about by featuring Spanish professional tennis player Rafael Nadal in its TikTok.

Moreover, the brands were predominantly discussed across online news channels (69.4%), followed behind by Facebook (15.6%) and HardwareZone Forum (9.3%).

Positive sentiments may be attributed to vehicle models, marketing, and collaborations. On the other hand, negative sentiments were largely fuelled by involvement in vehicular accidents as well as safety and quality concerns.

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2. Driving Conversations: Understanding Mentions and Engagement

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Fuelling the Buzz: Hyundai’s Campaigns, Exhibits, and Initiatives

Hyundai received 4,246 Mentions and 646, 285 Social Engagements. The South Korean multinational automotive manufacturer saw a surge of Mentions on 6 Jan, 25 Mar, and 27 Mar. Meanwhile, it had an upswing of Social Engagements on 13 Jan and 1 Apr.

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Fuelling the Buzz: Honda’s Products, Insurance, and Collaborations

Honda gained 3,783 Mentions and 432,170 Social Engagements. The Japanese multinational conglomerate’s Mentions peaked on 5 Feb, 13 Feb, and 27 Feb. Meanwhile, its Social Engagement reached the highest points on 8 Jan, 10 Jan, and 10 Feb.

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Fuelling the Buzz: BYD’s Features, Initiatives, and Partnerships

BYD obtained 3,282 Mentions and 192,388 Social Engagements. The Chinese multinational manufacturing company had an upstream of Mentions on 10 Feb, 18 Mar, and 31 Mar. On the other hand, its Social Engagements soared on 23 Jan, 15 Feb, and 7 Mar.

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Fuelling the Buzz: Tesla’s Fire Incident, Recalls, and Hiring

Tesla acquired 3,197 Mentions and 219,038 Social Engagements. The American multinational automotive company’s Mentions saw an uphill on 18 Feb, 21 Feb, and 20 Mar. Its Social Engagements experienced a peak on 18 Feb, 25 Feb, and 1 Apr.

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Fuelling the Buzz: Toyota’s Features, Recalls, and Investment Talks

Toyota procured 3,133 Mentions and 432,778 Social Engagements. The Japanese multinational automotive manufacturer’s Mentions peaked on 12 Feb, 13 Feb, and 14 Feb. Meanwhile, its Social Engagements rose on 28 Jan, 25 Feb, and 27 Feb.

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Fuelling the Buzz: Nissan’s Partnerships, Discontinuation, and Features

Nissan attained 2,842 Mentions and 216,430 Social Engagements. The Japanese multinational automobile manufacturer saw an upsurge in Mentions on 9 Jan, 13 Feb, and 14 Feb.Social Engagements soared on 14 Feb, 25 Feb, and 4 Mar.

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Fuelling the Buzz: BMW’s Features, Accidents, and New Variants

BMW garnered 2,390 Mentions and 46,602 Social Engagements. The German multinational manufacturer’s Mentionsspiked on 16 Jan, 9 Mar, and 29 Mar. Its Social Engagement surged on 23 Jan, 18 Feb, and 9 Mar.

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Fuelling the Buzz: Audi’s Introduction of New Products and Accidents

Audi received 2,101 Mentions and 35,168 Social Engagements. The German automotive manufacturer’s Mentionspeaked on 28 Jan, 6 Feb, and 18 Feb. Meanwhile, its Social Engagement reached the highest points on 31 Jan, 18 Feb, and 27 Feb.

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Fuelling the Buzz: Volvo’s Features, Technology, and Launches

Volvo acquired 2,099 Mentions and 37,873 Social Engagements. The Swedish multinational manufacturer’s Mentionssaw an uphill on 28 Jan, 1 Mar, and 17 Mar. Its Social Engagement reached the highest points on 28 Jan and 11 Feb.

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Fuelling the Buzz: Mercedes-Benz’s Features and EV Direction

Mercedes-Benz gained 1,518 Mentions and 438,178 Social Engagements. The German automotive brand’s Mentionspeaked on 9 Jan, 21 Feb, and 27 Feb. On the other hand, its Social Engagement rose on 12 Jan, 20 Mar, and 23 Mar.

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3. Measuring Brand Perception: A Sentiment Analysis of Automotive Brands

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Social Sentiments and Automotive Brands

Vehicle Models: Positive sentiments were driven by car models, such as Hyundai’s KONA Electric N Line, Honda’s Accord RS e:HEV, Toyota’s GR Corolla, GR Yaris, and Corolla GR Sport, Nissan’s GT-R, BMW’s X5, Audi’s e-tron GT, and Volvo’s XC90. Meanwhile, neutral sentiments were ushered in by Hyundai’s new variants and feature updates for Venue, Verna and Grand i10 NIOS, Honda’s CR-V, Nissan’s Magnite, Audi’s A6 Avant, and Volvo’s XC60.

‍Marketing: Favourable mentions stemmed from digital, celebrity, and influencer marketing, such as Dawn Sim featuring the BYD e6 in her Instagram. Neutral mentions were brought about by Nico Bolzico featuring a BYD vehicle in his Instagram, Kaito Takahashi doing the DYTD Hiace Dance Session in Toyota Japan’s TikTok, Gaurav Chaudhary at the Mercedes-Benz Labs, and BMW’s online catalogue.

Collaborations: Positive sentiments were brought about by the Moncler and Mercedes-Benz’s collaboration, with netizens expressing appreciation through heart emojis.

Foreign Direct Investment: Positive mentions were ushered in by Tesla’s hiring in India, as some opined that this will help boost India’s economy.

Virality: Neutral sentiments may be attributed to a viral video showing a Tesla Cybertruck camera detecting ghost-like figures in an old cemetery.

Product Safety and Quality: Negative sentiments were due to Tesla recalling over 375,000 vehicles in the US due to a power steering assist failure.

Vehicular Accidents Involvement: Negative sentiment was impactful, primarily stemming from car accidents, such as a Hyundai Santa Fe and a Hyundai Avante almost having a collision, a Honda Vezel tailgating another vehicle, a BYD ATTO3 cutting in other vehicles, a Toyota Vellfire vehicle colliding with two motorcycles on the Bukit Timah Expressway, a multi-car accident which included a Nissan Serena, an accident involving a BMW vehicle, an Audi causing a multi-vehicle crash in Johor Bahru, a Volvo vehicle with a damaged and melted front end due to Putra Heights gas pipeline fire incident at Malaysia, and a Mercedes-Benz hitting four other vehicles in Hong Kong.

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4. Beyond the Surface: Analysing Automotive Brands Across the Benchmark

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The Automotive Brands Across the Benchmark

• Hyundai received the most Mentions (4,246), driven predominantly by reports of its announcement of $5.8 billion Electric Arc Furnace-based integrated steel mill in the US.
• Concurrently, Hyundai also received the most Social Engagements (646,285 Social Engagements), brought about byfeaturing Spanish professional tennis player Rafael Nadal in its TikTok.
• BYD garnered the most positive sentiment (35.5%), which can be attributed to Dawn Sim featuring the BYD e6 in her Instagram post.
• Facebook served as the dominant top-performing social media platform across the automotive brands.

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5. The Name Game: Top Personalities by Mentions

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Decoding the Discourse: Top Mentioned Personalities in Hyundai

• Head of Kia's PBV Division Sangdae Kim and Executive Vice President of B2B Integrated Offering Center at SamsungChanwoo Park were mentioned following KIA and Samsung’s partnership to introduce the “Internet of Things” solutions for its Platform Beyond Vehicles offerings.
• Vice President and Head of B2B•B2G Business Development, Networks Business at Samsung Electronics Simon Leestated that the recent collaboration with Hyundai represents how two leaders can drive business innovation and unlock new real use cases by merging expertise.
• Vice President and Head of E-FOREST Center of Hyundai Motor and Kia Jae Min Lee remarked that the collaboration with Samsung reinforces global leadership in smart manufacturing solutions.
• Sean Loo of AutoApp Singapore stated that Hyundai has continued its streak of designing well-rounded, well-equipped SUVs that offer excellent value.

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Decoding the Discourse: Top Mentioned Personalities in Honda

• Singaporean actress and online personality Munah Bagharib mentioned hosting Honda’s event at the Singapore Motorshow 2025 in her Instagram.
• Zhuang Kaicheng was a victim of a hit-and-run incident involving a Honda vehicle in Penang, Malaysia.
• Johor Bahru Utara Police Chief Balveer Singh was mentioned following an incident where a Honda City vehicle caught fire at Km5.5 of the North-South Expressway (PLUS) in Johor.
• Natthawut and Fueangfa were pronounced dead at the scene after a truck collided with and crushed their Honda Civic on Phahonyothin Road (Asian Highway) in Khlong Khlung district, Kamphaeng Phet.
• Managing Director and CEO of Honda Malaysia Hironobu Yoshimura stated that since Honda CR-V was launched in December 2023, it has received strong market acceptance. He further added that its growing demand is reflected in its remarkable 40% year-on-year growth in its segment.

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Decoding the Discourse: Top Mentioned Personalities in BYD

• BYD founder Wang Chuanfu remarked that BYD’s Super e-Platform aimed to solve users’ charging anxiety, after it was reported that the battery and charging system allowed cars to travel up to 470km after being plugged in for just five minutes.
• President and CEO of Global Star Motors Edward Onglatco expressed his enthusiasm over BYD’s launch of its latest plug-in hybrid models through Global Star Motors.
• Najib AJ Mohamad was credited for a photo of a BYD Seal used by the highway assistance police.
• Star Search 2024 runner up Gladys Bay showcased her BYD Atto 3 in 8days’ TikTok.
• AC Mobility CEO Jaime Alfonso Zobel de Ayala was mentioned following transport network company Xpress’ acquisition of BYD vehicles from AC Mobility to expand its transport network vehicle service.

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Decoding the Discourse: Top Mentioned Personalities in Tesla

• Elon Musk and Prime Minister Narendra Modi were mentioned following their meeting in the US.
• Philippine President Ferdinand Marcos Jr. expressed hope for Tesla to manufacture its vehicles in the Philippines,noting that this will help the EV industry to flourish.
• Shaun Choo featured Tesla’s voice commands in Tesla Singapore’s X account.
• Dubai resident Sanjay Rizvi was mentioned, following the Khaleej Times’ report that his Tesla sedan was impounded after he jumped the red light.

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Decoding the Discourse: Top Mentioned Personalities in Toyota

• Head of Proton Motorsports and Malaysian professional drift driver Tengku Djan Ley was mentioned following his “Draw The Track” challenge on Toyota Malaysia’s TikTok.
• Iyra Azhari and Zuraina Ismail were mentioned after driving across the African continent in their 30-year-old Toyota Land Cruiser Troopy.
• In relation to a vehicular accident involving a Toyota Hilux and a Toyota Vios, Brickfields District Police Chief ACP Ku Mashariman Ku Mahmood stated that investigations revealed that the vehicles exited a parking area and collided with a group of men, causing injuries.
• Toyota Chairman Akio Toyodaexpressed hope that future mobility would emerge from Toyota’s Woven City.

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Decoding the Discourse: Top Mentioned Personalities in Nissan

• Former CEO of Nissan Makoto Uchidareportedly braced investors for a $718 million net loss for the fiscal year ending in March. Moreover, it was announced that Nissan was preparing to replace its CEO after the deal with Honda collapsed.
• US President Donald Trump was mentioned after it was reported that Nissan may slow the ramp-up of EVs made in the US, signaling unease of energy and trade policy under President Trump’s administration.
• CEO of Honda Toshihiro Mibe was mentioned after Nissan’s CEO met with him to inform of the latter company’s decision to withdraw from negotiations.

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Decoding the Discourse: Top Mentioned Personalities in BMW

• Businessman Siam Setthabhut was allegedly seen exiting a BMW vehicle to rescue a kitten curled up on the sidewalk.
• Police Lieutenant Colonel Prasit Rahob was mentioned after receiving a report of a BMW car accident with property damage in front of Siam Chai shop. Upon arrival at the scene, officers reportedly found a BMW KI7600 sDive Limousine PHD with Phuket license plates.
• German nationals Anton Augsten and Moritz Harald Hick were mentioned following reports of BMW car accident in from of Siam Chai shop. The two were identified as the BMW driver and passenger.

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Decoding the Discourse: Top Mentioned Personalities in Audi

• District police chief Assistant Commissioner Shahrulanuar Mushaddat Abdullah Sani  was mentioned following an incident where an Audi vehicle defied orders to stop and fled the scene near the Yong Peng Utara toll plaza.
• 987 DJ Kimberly Wang featured Audi’s showroom, where visitors can try simulated racing and menu crafted by Australian restaurant Burnt Ends
• Inspector Muhammad Azrul Aminur Rashid Zakaria was mentioned following an incident where an Audi A5 driver reportedly obstructed a public servant from performing their duties by refusing to exit their vehicle.

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Decoding the Discourse: Top Mentioned Personalities in Volvo

• Co-Founder and CTO of Luminar Technologies Jason Eichenholz was mentioned after it was reported that Volvo was one of the automakers utilising Luminar’s lidar technology.
• In relation to Volvo opening a Singapore facility and its ambitions to become a fully electric carmaker, Economic Development Board Executive Vice-President Cindy Kohnoted that as Singapore is constrained by space for traditional car assembly plants, it has opted to build capabilities in electronics, robotics and AI in conjunction with public research institutions, universities and companies.
• Head of the Volvo tech hub, Dr Yvonne Tan, reportedly stated that the Singapore hub will be key to deep tech and advanced engineering development for Volvo.

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Decoding the Discourse: Top Mentioned Personalities in Mercedes-Benz

• Mercedes-Benz reportedly called for US and the European Union (EU) to drop car tariffs as President Trump threatened to impose new duties on EU goods.
• Xiaohongshu user Xiao Wen Geshared images of the Mercedes-Benz Econic waste collection truck on social media.
• Zaki Yamani, son of singer Datuk Jamal Abdillah, posted a photo of himself with a Mercedes-Benz AMG A-Class.

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6. Emerging Trends and Industry Conversations in the Automotive Sector

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Hyundai, Kia, and Samsung: Merging Mobility and Homes Spaces

Hyundai and Kia’s partnership with Samsung underscored the elevation of user experience and enhancement of the connected car experience through the use of Samsung's SmartThings platform. The collaboration integrated home spaces and mobility together, allowing users to participate in a harmonious and personalised experience beyond traditional transportation.

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Honda: Innovation in Design and Functionality

Honda’s cutting-edge designs and functionality continues to attract more audience. Most notably, the Honda 0 Saloon and Honda 0 SUV Prototypes stood out due to its innovative "Thin, Light, and Wise" development approach. It was reported that the design also accentuated a spacious interior despite a compact exterior. Moreover, the Honda HR-V and CR-V also stood out due to its perceived practicality, comfort, and fuel efficiency.

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BYD: Highlighting High-Speed Charging

BYD’s Super e-Platform, the new battery and charging system which was reported to have high-speed charging capabilities, was highlighted due to its singularity and innovation. The "Flash Charging Battery" technology reduced charging times, together with a high-powered electric motor, potentially matched refueling speeds. The innovation served as a pioneer and a game-changer for the EV industry.

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Tesla: Rough Road Brought by Political and Business Dealings

Tesla has been the at the centre of contention, as various acts of vandalism targeted the brand’s facilities and products globally. A few of the backlash against the company included a fire incident at a Tesla dealership in Rome, carving of a “Swastika” symbol on a Tesla vehicle in Pennsylvania, a firebombing incident at a Tesla repair shop in Las Vegas, and gunshots fired into a Tesla showroom in Oregon. Moreover, it was reported that the company had a 36% decline during the initial quarter of 2025. The backlash was speculated to stem from Elon Musk’s political and business choices, such as being the chief costcutter for the Department of Environmental Efficiency under President Trump.

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Toyota: Driving Your Teenage Dreams

Toyota’s feature of Kaito Takahashi and Kaita, with the HiAce vehicle for its "Drive Your Teenage Dreams" campaign, underscored the brand’s effort of connecting with younger audiences. The promotional video utilised the presence of youth icons, dance, and music to highlight the vehicle's ability to enhance fun and social moments through a bubbly and youthful campaign.

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No Deal: Nissan and Honda Calls Off Merger Talks

The collapse of Nissan’s deal with Honda received significant notice due to reports stating that the slumped merger left investors with a $718 million net loss for the fiscal year. Moreover, Nissan was also left grappling for a new CEO and another partner company. News stated that the company was looking into iPhone manufacturer, Foxconn, to aid in its finances and potentially drive its EV initiative.

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BMW: Driving Protocols and Safety Concerns

Driven BMW vehicles sat at the centre of vehicular accidents. Incidents included a BMW 5 Series in a hit-and-run in Malaysia, a BMW sedan with a fake plate number reprimanded and fined by police in Indonesia, a BMW vehicle that overtook a lorry and caused an accident in Malaysia, and a BMW vehicle that collided into another car and crashed into the side of a restaurant in Singapore. The incidents underscored the importance of driving protocols as well as vehicle safety concerns.

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Audi: Tariff Concerns

Reports stated that Audi was contemplating raising the prices of its vehicles and adjusting production volumes to mitigate the effect of tariffs imposed by President Trump’s administration. Moreover, earlier reports also alleged that the German automotive company was considering localising its production to North America to lessen the impact of levies. Audi’s consideration of mitigating strategies highlighted the impact of tariffs on the automotive industry and its consumers.

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Volvo: Its Ventures into the EV Realm

Volvo’s venture into the EV industry kickstarted with the establishment of a Singapore Tech Hub centred on R&D and building capabilities in robotics, electronics engineering, and AI. The initiative underscored the vitality of geographical diversification as well as the exploration of varied talent pools, enterprises, and startups for renewed innovation.

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Mercedes-Benz x Moncler: A Fusion of Fashion and Automotive

Mercedes-Benz Project G-Class Past II Future, its collaboration with Moncler led by Japanese fashion designer Nigo, introduced a fusion of luxury fashion and automotive innovation. The collection, which merged the iconic G-Class with Moncler’s design, highlighted appreciation for design, tradition, and innovation in different industries. The partnership has been labelled as a “collection of fusion of fashion, function and the future”.

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7. Key Takeaways & Strategic Recommendations

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The Big Picture: Automotive Landscape Insights in a Nutshell

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Top Performer: Overall, Hyundai served as the top brand performer (4,246 Mentions and 646, 285 Social Engagements) across the automotive landscape. Hyundai’s performance may be attributed to its collaborations, exhibits, campaigns, and news of its steel initiatives amidst the turbulent trade landscape.

Trends: Trends amongst the automotive industry included sustainability and decarbonisation initiatives, such as BYD’s Super e-Platform, Honda’s Accord RS e:HEV, Toyota’s Corolla Cross HEV, Volvo’s Tech Hub, and Mercedes-Benz’s aim to transition to EV. Moreover, the automotive brands also continue to employ influencer and celebrity marketing in their campaigns. Notable examples of this include Nico Bolzico and Dawn Sim for BYD, Kaito Takashi and Kaita for Toyota, Shalma Ainaa for Volvo, Gaurav Chaudhary and Manav Chhabra for Mercedes-Benz, and Rafael Nadal for Hyundai. Lastly, collaborations continued to boost innovation and creativity in the industry, such as Hyundai and Samsung’s partnership and Mercedes-Benz and Moncler’s association.

Threats: President Trump’s administration’s tariff continues to pose as threat in the automotive sector. In response to the imposition, automotive brands have taken it upon themselves to implement mitigating strategies, such as Nissan slowing the ramp-up of EVs made in the US, Mercedes-Benz reportedly calling for US and EU to drop car tariffs, and Audi contemplating raising the prices of the vehicles and adjusting production volumes.

How media monitoring insights help automotive brands refine strategy: Media monitoring allows the brands to gain deeper insights of consumer sentiments, competitive activities, and emerging trends in the industry. The in-depth information can aid in the company’s content creation, marketing campaigns, and overall brand positioning. Through tracking and monitoring brand sentiments, as well as competitor’s, the company can stay ahead of the competitive curve and further pinpoint areas of improvement.