These days, car manufacturers need to carefully cultivate their image in social media if they want to get the attention of consumers and bring them into their dealerships without spending ridiculous amounts of money on conventional media. The question begs to be asked: what kind of influence do they have in Canada?
Inspired by Muhammad Ali's Polk analysis
, the Auto123.com team attempted to find an answer to this burning question by comparing the number of “Likes” on the Facebook pages of the Canadian divisions of each automaker, such as BMW Canada, up to November 30th, 2011.
Volkswagen Canada took the Facebook plunge earlier than the others, and its strategy and original contests seem to have really paid off. Each message posted reaches the 376,950 people who claim to be interested in its products. The German automaker is incredibly popular, having garnered more “Likes” than all of its eight closest competitors put together.
At the other end of the spectrum, Scion and Mitsubishi are facing questionable success. Though both brands actively target young buyers who are theoretically very social media savvy, they unfortunately aren’t too popular on Facebook. While Scion does seem to be making some sort of effort, the same can’t be said for Mitsubishi.
Finally, Chrysler, Audi, Dodge, Lexus, Infiniti, Jaguar, Land Rover, Acura, Ford, Lincoln, GMC, Cadillac, Buick and Porsche have little to no presence for Canadians on Facebook.
This quick overview should be taken with a grain of salt, however: not all automakers benefit from a dedicated Canadian marketing team who can constantly update a Facebook page, which explains the absence of certain manufacturers.