While buyers may be delaying new vehicle purchases, consumers still actively post tens of thousands of brand and vehicle related messages each month. In its latest Automotive Industry Overview, Nielsen Online found that consumers have enthusiastically responded online to the Hyundai Assurance program (which allows leasers to return a vehicle with no penalty if they lose their income). Since the plan debuted in January, 2009, more than 1,900 messages have been posted, helped by general curiosity, praise from the media, Super Bowl commercials and the Assurance Plus addition in February. With an overall positive sentiment of 85%, Hyundai Assurance buzz occurs at a higher rate on non-automotive sites than general brand buzz, which is driven by newly interested consumers or by those asking about the "fine print."
For more information on the Automotive Industry Overview, contact Larry Black and Julie Enzweiler