Porsche Macan rises fast; VW Golf rules
|Douglas A. Bolduc is Managing Editor at Automotive News Europe.|
Porsche's Macan was a huge Web winner during the fourth quarter. The Macan's debut at the Los Angeles auto show last November led to huge increases in online news coverage. The story of the quarter, however, was the Volkswagen Golf, which was No. 1 in online news, blog mentions and other social media as well as fourth in Twitter posts, according to a study.
The Macan, Porsche's first compact SUV, rose to No. 8 in online news coverage in the fourth quarter from No. 140 during the third quarter, according to UK-based researcher Kantar Media. It was the biggest leap of any vehicle in the four different media tracked.
While the Macan entered the conversation it was the new Golf that was the star of the quarter -- and the king of 2013. The Golf ranked in the top five in online stories, Tweets, blog mentions and other social media feedback during every quarter of last year, according to Kantar Media, which tracks mentions of vehicles in the different media in five languages: English, French, German, Italian and Spanish.
VW debuted the seventh-generation of its most popular model in late 2012, making 2013 the car's first full year on the European market.
VW continually kept the Golf in the news by unveiling key variants including the 227-hp GTI and the battery-powered e-Golf.
The car also got a media boost from being named 2013 European Car of the Year and when VW announced last June that it had built its 30 millionth Golf since production of the original car started in early 1974.
The model that kept the Golf from sweeping all four of Kantar's categories in the final quarter of 2013 was the Audi R8 supercar, which finished Q4 at No. 1 in Twitter coverage with the Range Rover and Bugatti Veyron rounding out the top three.
Kantar's fourth-quarter findings were based on 40,472 online news articles, 567,555 Tweets, 90,761 blogs and 747,671 posts on other social media including publicly available pages on Facebook as well as image and video sites such as YouTube.
The data was collected from Oct. 1, 2013 until Dec. 31, 2013.
You can reach Douglas A. Bolduc at email@example.com.