KANTAR MEDIA ANALYSIS FINDS VOLKSWAGEN MOST MENTIONED CAR BRAND AT GENEVA MOTOR SHOW

23 March 2012 Analysis released today by Kantar Medias automotive evaluation team, names Volkswagen as the most mentioned car brand around the Geneva Motor Show. The manufacturer, which also gained the most online news coverage at last years Frankfurt Motor Show underlined its desire to become the worlds leading manufacturer by gaining the most coverage in the online news media (7.7% of all coverage around the Show) as well as consumer generated social media (6.3% of all discussion). Volkswagen-badged launches at the show included the Golf GTI Cabriolet and the Cross Coupe Concept. The car manufacturer also received significant attention via other marques in its portfolio, following the arrival of Audis new A3 and Lamborghinis striking one-off Aventador J, deemed the most radical open supersports car of Lamborghinis history by CEO Stephan Winkelmann. Kantar Media analysed nearly 20,000 online news articles about the show between Tuesday 21st February, two weeks before the first press day, and Thursday 8th March, the end of the first public day. Its social media analysis monitored 18,674 discussions and posts on blogs, Twitter and YouTube. Other key research highlights: Ferraris exciting newF12berlinetta was the car model that caused the biggest stir among users of social media (5.7% of all discussion), highlighting the brands ability to punch above its weight and the perennial interest in automotive exotica. The vehicles unique and bold styling, together with spectacular performance figures, fuelled the buzz on social networks and blogs. Premium brands, such as Audi, Ferrari, Mercedes-Benz, were more commonly discussed by social media users than by online news sites. Range-Rovers Evoque for example was second behind F12berlinetta among social media users by volume of discussion. The company leveraged its success as one of the finalists for European Car of the Year in its pre-Geneva communications where a convertible concept of the vehicle was unveiled for the first time. Audis A3 was the top model for online news as the third generation of the premium C-segment vehicle was unveiled. The design was a subtle evolution from its predecessor, while a new, highly efficient engine range was set for release later in the year. Green technology remained high on the agenda, driven by the announcement that Vauxhall/Opels Ampera and Chevrolets Volt had jointly been awarded the European Car of the Year crown. Toyotas Yaris was also one of the top 10 most-discussed models on websites following the unveiling of its Hybrid variant. There was more international representation among the most discussed exhibits at Geneva than at the Frankfurt show in September last year, where the German brands dominated. The likes of Volvos V40, with its innovative pedestrian airbag, and Nissans Invitation Concept, set for production in the UK, featured prominently in online news, resulting in a more diverse set of results than was seen at the IAA.

Motor shows are big flags in the communications plans for car brands and they are fiercely competitive about gripping as much of the online and consumer generated buzz as they impact not only awareness but ultimately future car sales, commented Jeremy Gibbs, Senior Insight Manager at Kantar Media Intelligence UK. As with last years Frankfurt show, Volkswagen Group caused the biggest stir and this is evident from our report. Unlike Frankfurt, there was more variation in the manufacturers discussed and a greater sense of a level playing field at Geneva. ENDS. Note to editors These findings will be analysed further at the Kantar Media event Driving Sustainable Conversations, at the Museum of London on April 17. Follow the event on Twitter using the hashtag#KantarDSC. For more information contact Catherine Graves at catherine.graves@kantarmedia.com.

About Kantar Media Kantar Media provides strategic advice and competitive intelligence to the worlds leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behaviour and digital insights, to marketing effectiveness and online influence. Its experts currently work with 22,000 companies tracking 3 million brands in 50 countries. Kantar Media is a unit of Kantar, the consumer insight arm of WPP, the worlds largest communications services group. www.Kantarmedia.co.uk http://twitter.com/kantar_media.