ADI 2016 Automotive Report

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2016 Automotive ReportAdobe Digital Insights


Methodology

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Data from different Adobe Marketing Cloud solutions:

Adobe Analytics

Adobe Social

Based on analysis of aggregated and anonymous data running through Adobe Marketing Cloud

Analysis includes: 11+ billion visits from the top dealerships and car information websites from January 2014 through

September 2016 57+ million social mentions from October 2015 to October 2016


Key Insights

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1. Rumors of ridesharing killing the automotive markets have been exaggerated2. Self-driving cars face an uphill battle, and Tesla remains behind more traditional vehicles3. Ford F-150 takes the crown for ADI Automobile of the Year.4. Consumers turning to information sites over dealerships


1 / Ridesharing Is Not Killing the Automotive Market

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Expectation: Decreasing interest in sedans in cities where ridesharing is common

Reality: NY: +58% sedan visit growth since 2014 LA: +19% sedan visit growth since 2014

• SUV/truck growth is booming in both NY & LA (+29% and +63% respectively)


1 / Ridesharing Is Not Killing The Automotive Market

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What about less urban environments?

In Denver: Sedan and sport/luxury cars are holding steady SUV/trucks are growing at 45% since January 2014

Excitement has increased for Uber and Lyft: Combined social media mentions have increased

+350% YoY Lyft dominated social buzz this summer

• “Undercover Lyft” series: landed a slew of viralvideos


2 / Self-Driving Cars Face an Uphill Battle

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While the prospects of self-driving cars are exciting, crashes have a drastic impact on consumer sentiment


2 / Self-Driving Cars Face an Uphill Battle

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Despite the hype around Tesla, it has a long road ahead Tesla garners plenty of social buzz: mentions are up 150% since October 2014

Tesla sentiment is low compared to other high end models, and doesn’t make the top 10 most researchedmodels

Social Sentiment By Model(US, Apr-Sept 2016)

POSITIVE

Volvo S90

Mercedes S Class

Porsche Boxster

Model X

Model 3

Model S


5 / ADI Automobile of the Year

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1st

Ford F-150

Based on social mentions, social sentiment & online visits

Audi A4

2nd 3rd

Honda Civic


/ Consumers Turning to Information Sites vs. Dealerships

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Consumers opt to compare options via information sites Traffic to automotive research has increased 12% YoY Dealerships have seen a 2% decrease

With less visits to dealerships, Build&Price usage is also down 6% (since Jan 2015) Desktop usage: Decreased 10% Smartphone usage: Increased 48%

• Yet only 12% of Build&Price starts come from smartphones
