Thursday, 15 October 2009

Luxury Car Brands Hitting The Brakes On Social Networking? – 15/10/09

The luxury car industry is not jumping on the social networking bandwagon fast enough, according to a study by New York-based consultancies MH Group Communications and Forum Strategies & Communications.

The study, "Luxury Auto Brands and their Presence in Social Media," measured the level of activity on sites like Facebook, Twitter and YouTube and concluded that German automakers dominate the luxury auto business category, while Japanese and American brands are largely absent and unimpressive within social media.

The nine brands that ranked the highest in their social network involvement were:
1. BMW (with a sizeable lead in conversation levels)
2. Porsche
3. Audi
4. Mercedes
5. Cadillac
6. Lexus
7. Acura
8. Infiniti
9. Lincoln

Jeffrey Sindone, President of Forum Media, Forum Strategies & Communications, had this savvy piece of advice for the auto brands: "The use of social media can no longer be regarded as an afterthought, but must be viewed as a foundational element that is part of any holistic communications strategy.”

Yes, you can’t discount the power of positive word-of-mouth. Perhaps the luxury auto brands should look to the luxe fashion sector for guidance. Last month, Burberry even launched their own social networking site,, (see our report on 21 September). And this month, Louis Vuitton pleased their internet-savvy fans by broadcasting their Paris Fashion Show on Facebook for the very first time (see the MO Down for 5 October).

For more key findings from this study, click here.

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Who's behind the MO DOWN

Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,