Based on a popular benchmarking platform, Mercedes-Benz is the most popular car brand in the digital media for the first half of 2014. The assessment of the top car brands in the world was facilitated by eBench. The period covered was from January 1, 2014 to June 30, 2014.
The automakers that were included in the study, aside from Mercedes-Benz, were Audi, BMW, Aston Martin, Jaguar, Ferrari, Porsche, Lamborghini, Lexus and Land Rover. The selection was based on the top 10 most active prestigious car brands in the world at present.
Thirteen metrics was used in the evaluation. The metrics was based from the current top four social media platforms in the world namely YouTube, Facebook, Twitter, and Instagram.
From the results, Mercedes-Benz is hailed as the king of social media because it dominated nine of the thirteen metrics used in the assessment. It was only overshadowed by its rivals BMW, Audi and Jaguar in YouTube over views, ratings, number of subscribers, and figures of its new subscribers. However, the shares of Mercedes-Benz in the total number of views, ratings, existing subscribers, and new subscribers still ranged from 18 percent to 22.5 percent.
Instagram is notably the biggest strength of Mercedes-Benz. Its shares in number of followers, number of new followers, and engagement were 28 percent, 30.6 percent and 55.9 percent, respectively.
The combined shares of Mercedes-Benz, BMW, and Audi make up more than 50 percent in the graphs against the other brands. That means the Germans are still the most sought-after automakers in the world.