Automotive Digital Brand Exposure Index – Q1 2017

The US automotive industry is one of the largest spenders on digital advertising, spending over $7 billion in 2015 and projected to grow significantly in coming years. The goal, of course, is to grow their digital exposure footprint and their sales numbers, and the Swoop Digital Brand Exposure Index (DBEI) is designed to create an objective ranking of automotive models and brands with the most exposure within the online auto world. Swoop has the largest network of automotive sites in the world, and the Swoop Search Engine extracts brand and model data from every page, giving us an unfiltered look at organic automotive interest in the United States.

So in Q1, 2017, who did the best in the battle of the organic digital footprint?

Most Visible Automakers

Ford and Chevrolet keep passing the top spot back and forth – in Q1 2017, Chevy took back the top spot, meaning that the sum total of all pageviews for Chevrolet vehicles is more than any other brand.

Most visible auto brands - Q1 2017

Audi drops out of the top 9, replaced by Mazda.

Visibility Change by Make

Which brands’ lineup of vehicles gained and lost the most visibility between the end of 2016 and now?

Auto maker visibility changes - Q1 2017

Most Visible Auto Models

Holy cow folks, we have a new #1 vehicle for the first time in the history of the Swoop Automotive Digital Brand Exposure Index. The Chevrolet Corvette, the most read-about vehicle every quarter since we started tracking, has dropped to third behind the new #1, the Ford F-150, and another Ford, the Mustang.

Most visible autos - Q1 2017

Congratulations F-150, you’re officially the most-read-about vehicle in North America for Q1 2017. Also, welcome back to the top 10 Chevrolet Camaro – Dodge Charger, your stint is over, better luck in Q2.

Big Gainers in Visibility

So which specific models got a big bump in visibility in Q1? We base this on number of ranking spots improved:

Automobiles with biggest visibility gains - Q1 2017

The Infiniti Q50’s sporty design facelift seems to have had a nice effect, with the model jumping a whopping 173 places in our rankings. The rest of the big gainers include two Dodge models, two Chevrolets and the Alfa-Romeo Giulia, which was helped by a Super Bowl halftime show sponsorship.

Share of Voice by Segment

As we do every quarter, here we provide the top ten most-read-about vehicles within their segments:

Compact Cars

Most-read-about compact cars, Q1 2017

  1. Honda Civic – 24%
  2. Mazda3 – 14%
  3. Honda CR-Z – 13%
  4. Chevrolet Cruze – 9%
  5. Toyota Corolla – 6%
  6. Hyundai Elantra – 5%
  7. Nissan Versa – 4%
  8. Mitsubishi Lancer – 3%
  9. Kia Soul – 3%
  10. Hyundai Accent – 2%

Mid Sized/Full Sized Cars

Most read-about mid- and full-sized cars, Q1 2017

  1. Honda Accord – 13%
  2. Chevrolet Impala – 10%
  3. Nissan Altima – 10%
  4. VW Passat – 9%
  5. Toyota Camry – 7%
  6. Nissan Maxima – 7%
  7. Mazda6 – 7%
  8. Chevrolet Malibu – 6%
  9. Ford Taurus – 5%
  10. Kia Optima – 4%

Sports Cars

Most-read-about sports cars Q1 2017

  1. Ford Mustang – 31%
  2. Chevrolet Corvette – 31%
  3. Chevrolet Camaro – 10%
  4. Dodge Charger – 9%
  5. Mazda Miata – 2%
  6. Subaru WRX – 2%
  7. Porsche Cayman – 2%
  8. Dodge Challenger – 2%
  9. Alfa Romeo Giulia – 2%
  10. Mercedes-Benz SLK – 1%

Pickup Trucks

Most read-about pickup trucks Q1 2017

  1. Ford F-150 – 40%
  2. Dodge Ram – 21%
  3. Toyota Tundra – 14%
  4. Chevrolet Silverado – 12%
  5. Chevrolet Colorado – 6%
  6. Ford Super Duty – 3%
  7. Toyota Tacoma – 2%
  8. GMC Canyon – 1%
  9. Nissan Titan – 1%
  10. Nissan Frontier – <1%

SUVs/Crossovers

Most read-about SUVs and crossovers Q1 2017

  1. Jeep Wrangler – 20%
  2. Jeep Cherokee – 11%
  3. Subaru Forester – 7%
  4. Subaru Outback – 7%
  5. Chevrolet Tahoe – 6%
  6. Honda CR-V – 6%
  7. GMC Yukon – 3%
  8. Toyota Rav4 – 3%
  9. Ford Edge – 3%

Luxury Cars

Most read-about luxury cars Q1 2017

  1. Mercedes-Benz C-Class – 11%
  2. Mercedes-Benz E-Class – 10%
  3. Audi A4 – 8%
  4. Audi A6 – 6%
  5. Jaguar XJ – 5%
  6. Mercedes-Benz S-Class – 5%
  7. BMW M5 – 5%
  8. BMW 5 Series – 4%
  9. Audi RS-7 – 4%
  10. Audi A5 – 3%

Luxury SUVs/Crossovers

Most read-about luxury SUVs and crossovers Q1 2017

  1. Land Rover Range Rover – 12%
  2. Porsche Macan – 10%
  3. Acura MDX – 8%
  4. Audi Q7 – 8%
  5. Audi Q5 – 6%
  6. Porsche Cayenne – 6%
  7. Cadillac Escalade – 6%
  8. Jaguar F-Pace – 6%
  9. Audi SQ5 – 5%
  10. Toyota Sequoia – 3%

Alternative Fuel Vehicles

Most read-about alternative fuel vehicles

  1. Tesla Model S – 26%
  2. Toyota Prius – 21%
  3. Chevrolet Bolt – 19%
  4. Hyundai Ioniq – 11%
  5. Honda Insight – 7%

One thought on “Automotive Digital Brand Exposure Index – Q1 2017”

  1. This is some insightful information! This is the time I’ve came across the website. I like the design of the graphs and how you incorporated the emblems of the automakers, and pictures of the top vehicles. The graph on ‘Compact Cars’ is slightly off. After the Hyundai Elantra, the emblems don’t match up with cars. In addition, I know you list the specific percentages on each graph, but when looking at the different sectors, it doesn’t seem to match the proportions. A recommendation I have would be to coordinate each point for the vehicles to match the color they’re referenced from on the graph. Other than that, this is pretty awesome!

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