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.
2. Driving Conversations: Understanding Mentions and Engagement
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
3. Measuring Brand Perception: A Sentiment Analysis of Automotive Brands
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.
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.
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.
6. Emerging Trends and Industry Conversations in the Automotive Sector
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.
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.
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.
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.
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.
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.
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.
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.
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.
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”.
7. Key Takeaways & Strategic Recommendations
The Big Picture: Automotive Landscape Insights in a Nutshell
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.
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