The Best Car Brands On Social Media
During 2018 and 2019, the automotive sector suffered from rising competition, negative economic outlooks and a tightening in consumer lending. Then there was the knockout blow of covid-19. But we are now well into 2021 and things are looking brighter. A move away from public transport, competitive prices and some exciting auto innovations have seen sales pick up once again. In this article, the Moondust team is looking at marketing for the automobile sector. And we’re digging into 3 car brands that are accelerating fast on social media. Foot on the gas… let’s go.
Photo by Steinar Engeland on Unsplash
The Automobile Sector in 2021
· Experts anticipate a brisk 8% year-on-year rise in car sales in 2021, with the industry on track to overtake 2019 levels by the end of 2023.
· Hard global CO2 emission targets are very much a factor right now. Subsequently, 2021 is the year we will see more electric cars going mainstream. They’ll be pushed out with discounts and incentives in each region. For example, in the UK and parts of Europe, electric-car drivers or zero-emissions vehicles are 'zero rated' for road tax, so you pay nothing!
· The success of Tesla is inspiring other entrepreneurs. 2021 introduced us to EV (electric vehicle) newcomers like Fisker, Lucid, Rivian, Xpeng and Nio.
· New and old automakers will launch new cars this year including Lucid Air, Polestar 2 (Volvo), Nissan Ariya, Audi e-Tron GT, BMW iX3, and Mercedes-Benz EQC to name a few.
· There will also be focus on electronic delivery vans and buses. This will be a large part of the EV revolution if successful. Last year saw Amazon revealed its first electric van, developed by Rivian. It is described as a vehicle that will “raise the bar for next-generation delivery” vehicles. Roll out is expected in 2022 and Amazon aims to have 10,000 vehicles on the road by 2023 and ten times that by 2030.
· Aside from EV technology, automakers are also innovating when it comes to the “in car” experience. Features like connectivity and voice-activated capabilities are being improved. The look-and-feel of the car and how it engages with consumers’ digital lives is in focus.
· Back To The Future fans are still eagerly anticipating those mainstream hoverboards and possible self-driving vehicles? Self-driving and autonomous vehicles are in the line of vision for most automakers but the immediate need for the post-pandemic world, is solid sales. And EVs represent a much more stable income.
· Uber and Lyft are eager to get to self-driving vehicles, however, several high-profile autonomous vehicle collisions have left them waiting it out cautiously. That’s until the technology and road rules are geared up for purpose.
· Google, Microsoft and Apple continue to work on autonomous vehicles. They are partnering with carmakers to bring these to life very soon.
So, which car brands are killing it on social media? Who’s innovating with creative posts and an engaging strategy? Here’s our top 3 picks for the best car brands on social media.
#1 AUDI – R8 COUPE
Supercars. Whether you’re a lucky owner, an aspirer or simply an admirer, there’s a huge fanbase out there. And in at our number 1 spot for social media is the Audi R8 Coupe. Compared to a Porsche 911 Turbo, this one comes in at a higher price tag of approximately $142,700 compared to the 2021 Porsche 911 which has a $99,200 starting price. So, we are definitely in Supercar territory here. The R8 combines the mainstream accessibility of any Audi with and we quote… “The more exotic vibes of a proper mid-engined supercar thanks to a howling, high-revving, naturally-aspirated V10 engine and close genetic link to the Lamborghini Huracan.”
Let’s race on into their social media…
What They Get Right
· Content is King and you should never forget it in the world of marketing. And if you want to sell a Supercar, you need to do it with great content. The brand’s social media captions fire on all cylinders creating excitement and FOMO. Check out this line:
Put yourself at the helm of exhilaration and strap yourself in. At the heart of this driver-centric cockpit is the flat-bottom sport steering wheel with shift paddles and satellite buttons, giving you the ability to customize the Audi R8 V10 Coupe to your driving style.
· Supercars were once viewed as the playground of wealthy men but today that isn’t the case. There are supercar clubs exclusively for women like Arabian Gazelles – “Too often, when you see a woman driving an expensive high-performance car you might assume that it’s her husband’s. In the case of the Gazelles, more than 80% of the members are business owners in their own right. Each woman handles her own supercar.” Says founder Hanan Mazouzi Sobati.
All this makes Audi’s alignment with female oriented CSR (corporate social responsibility) all the more relevant. In their continued commitment to expanding opportunities for women in the film industry, Audi announced that Giselle Bonilla is the latest recipient of the Audi Fellowship for Women scholarship. Launched in 2017, the Audi Fellowship program selects one promising female director to receive a full-tuition scholarship for the two year MFA program. Bonilla will begin her training at the AFI Conservatory in August 2021. We love how this touches on Hollywood glamour but also hits the CSR sweet spot. The post got great engagement on Facebook where it linked to a longer article about the cause.
· And over on LinkedIn this commitment continues with a nice tie into the Women’s Entrepreneurial Leadership Program.
· They put some serious horsepower behind their YouTube playlists and separate each model with its own list of videos. For the Audi R8, they have put together a great playlist of tech tutorials. We love these short videos that show car owners (or potential owners) how to maximise their enjoyment of the advanced in car tech.
· Nobody reads manuals anymore right? These easy to follow videos cover all the topics you need in a visual and comprehensible way.
- Audi create FOMO with the special edition Panther version of the R8. We love the caption and the hashtag #WantAnR8. Not linking to the car, actually makes it more elusive in this case, as fans would need to search themselves. This technique doesn’t always work but with prices starting at $184,795 for a Panther you’ll certainly look if you’re serious about getting one!
· Audi uses polls on Twitter to pull in engagement and get users to visualise themselves inside an R8 panther.
Interestingly, they often opt for manual polls rather than a multiple choice but their fans are more than happy to play along.
· Hashtags really matter in the world of cars. The top 10 supercars with the highest number of Instagram hashtags are as follows and certainly many of these are prompted by the manufacturers themselves:
1. Lamborghini Aventador
2. Audi R8
3. Lamborghini Huracan
4. Ferrari
5. Lamborghini Gallardo
6. McLaren
7. Honda (Acura)
8. Ferrari LaFerrari
9. Bugatti Veyron
10. Bugatti Chiron
#2 FISKER - OCEAN
We talked above about electronic vehicles (EVs) and here we go with our favourite EV on social media. EV car brand Fisker from innovator Henrik Fisker is a top pick. Henrik has created some of the most iconic vehicles ever on four wheels, from James Bond’s famed BMW Z8 to his latest disruption, the revolutionary Fisker Ocean. Fisker not only reimagines its vehicles for the 2021 audience but its social media too.
What They Get Right
· The opportunity to be modern and fresh with your content marketing is immense for EV makers and Fisker nails it. Smart, simplified CTAs throughout the site build a real connection with the audience.
· They feature stunning photography of not only their cars but also their founder. This adds realism to their social media presence and makes them stand out as a brand. Elon Musk showed us the power of the entrepreneurs behind the cars. Expect to see more innovators and creators stepping into the limelight in future years.
· Similarly, the vehicle’s affordability and accessibility is emphasised throughout all marketing. This makes a big change from traditional automakers who are less transparent about the cost of their cars.
· We love how Fisker is answering questions over on Instagram. The truth is that EVs are still really new and most of us have questions. How do you charge it? How long do you charge it? Does it need to be serviced? Where can I find charge points? All these are valid questions for someone researching their next car and contemplating an EV. Never make your audience feel stupid for asking questions- encourage them and boost your social media engagement and brand awareness.
· Fisker teams up with @electrifyamerica to help bring information and clarity to its audience. This Insta channel has tons of info about electric cars and adds legitimacy to Fisker’s own claims.
· Fisker is big on transparency and that includes showing fans how the cars are made. We love these videos shared to social media and available to view on their app. They showcase not only the safety and modern features of the cars but also how they are environmentally friendly.
· And having an app is smart. It keeps your audience updated, focused and helps build a loyal community. In this LinkedIn post, Fisker explains the app and its features. This is necessary because getting users to download an app to their already cluttered phone is a big ask. But the rewards for Fisker are huge.
· Lockdowns have seen people fleeing into the countryside for breaks away from the city. And with hotels closed, road trips, AirBnBs and camping have soared. Fisker plays into this theme with beautiful outdoorsy photos featuring rugged terrain and freedom!
· Continuing the transparency theme, we are big fans of genuine thought leadership. By featuring your founders, CEO and team you are really showing people who you are as a brand. Not only that but that you believe in what you’re saying. On Twitter, Fisker showcases events and seminars where their team is speaking.
· If anyone can use hashtags like #EarthDay it’s EVs! But what we love about Fisker is that they explain the claims. They don’t just say – hey we’re better for the environment. They say how and why. They do this by linking to their blog, press releases or videos so keeping their social feeds clean and concise.
#3 Volkswagen – The New Polo
Volkswagen have come a long way since the emissions scandal and recall that rocked their world back in 2015. In fact, the car maker appears to have used the scandal as an opportunity to come back stronger and more committed to transparency. Their website even dedicates a section to being honest about recalls and emissions. This is a good lesson for brands wanting to overcome PR scandals. Acknowledge, apologise, learn, change and move forward.
So, moving on from this, in 2021, what are VW up to? Well, plenty actually, with the launch of electric vehicles and their freshly imagined New Polo. A remake of the classic car first sold in 1975.
What They Get Right
· Take great photos highlighting your car badge. This one creates excitement about the launch but also centres that famous VW logo. Purple is the colour of mystery, enlightenment, and sensuality, as well as pride and nobility and we notice it’s used a lot throughout their promotions. It’s good to have an understanding of the emotions evoked by colours on your social media feed.
· Volkswagen features women in its new Polo posts on IG. It’s important when you’re promoting a car to understand who your target audience is and what they want. Here we see elegance combined with practicality. Even the settings of the photos seem like stylish inner-city apartments, much more likely than a sprawling mansion in the countryside.
· They use IG Stories to announce launches, behind the scenes and product reveals. Like this one for the New Polo.
· They feature professional drivers like Tanner Foust, to give us useful tips adding notoriety to their channels. We appreciate brands that provide useful information and love this video. Aligning your brand with a well known influencer also adds large doses of credibility and extends your reach. Plus, the subliminal message here is that our car can handle tough weather conditions.
· They make it super easy to locate the model you want and learn about it. Unlike Supercars which can remain somewhat niche and exclusive, regular “high street” cars need to be accessible. We love this VW playlist that showcases the models as part of the family.
· They feature fun and relatable short videos on their IG like this one that shows an alternative comfy lunch spot. And another showing the owner working in the car. We’ve all done it right? VW also utilise the same model for this series in the same way as they use the same model for the New Polo. This builds realism and makes us feel more connected to the car models and personalities. Eg the funny quirky one who eats lunch in the car or the stylish city dweller heading to a conference.
Automobile marketing is about to get supercharged as we see fresh brands edging on the scene. We anticipate exciting social media campaigns and innovations especially by the EV generation. Got an EV or new car brand you’re looking to promote? We want to hear from you. For expert content and social media marketing, contact the Moondust team today.