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Facebook Face Off: Auto-Brand Winners and Losers of the Past 18 Months

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Nissan is a huge winner in the battle for Facebook “likes.”

Most of us do it. We carry a mobile phone with us at all times. Once, all that meant was that we were never out of the reach of business associates and loved ones. Now, it means we have easy access to about everything we might need or want to know.

That said, a tool that might be employed to monitor stock-market activity or the latest world news is more likely to be put to use tracking Jessica Simpson weight-loss updates.

At the epicenter of all this activity, be it professional, social, or simply vapid, is Facebook. We at Consumer Guide are careful to share all our new content on Facebook, and welcome all the new “likes” we can score.

Automakers, too, know the drill, and actively cultivate Facebook likes, hoping to increase brand awareness. About 18 months ago, we ranked the like count of every major automaker. At the time, BMW ranked first, by a substantial margin, having accumulated an awesome 11 million likes. Currently, the Bavarian builder of sporty luxury rides boast more than 15 million likes. That performance keeps them on the top of our list.

But how did the other car companies do? Scan the list below and see. Here are a few observations:

Nissan, what? Japanese maker Nissan skipped from 19th place on the list 18 months ago, to fourth place. That leap included a greater-than-eightfold increase in total likes. Nissan is the only nonaspirational brand in the top seven list spots.

Scion, what? For a “youth brand,” Scion isn’t scoring fans in the digital space that is its target audience’s natural habitat. Scion ranked 40th on the list, three notches below Lincoln.

Rolls-Royce, what? There’s nothing stuffy about this British luxury maker’s Facebook performance. Credit a slew of new-product launches in recent months for the brand’s 13-place leap on the list.

Brand March, 2014 Rank   August, 2012 Rank Change
BMW 15,722,290 1 11,017,259 1 None
Ferrari 13,260,550 2 9,,215,159 2 None
Mercedes-Benz 13,147,439 3 8,151,254 3 None
Nissan 8,982,120 4 1,020,500 19 Up 15
Audi 7,879,590 5 5,664,175 4 Down 1
Lamborghini 6,857,493 6 3,876,705 6 None
Porsche 6,530,546 7 4,444,784 5 Down 2
Jeep 3,757,752 8 2,776,952 8 None
Mini 3,664,244 9 3,150,198 7 Down 2
Honda 3,206,153 10 2,204,437 9 Down 1
Kia 3,092,930 11 2,039,078 10 Down 1
Aston Martin 3,084,687 12 1,792,979 11 Down 1
Jaguar 2,958,586 13 1,390,530 12 Down 1
Chevrolet 2,510,684 14 1,307,160 15 Up 1
Dodge 2,231,520 15 1,371,649 14 Down 1
Lexus 2,169,647 16 1,378,993 13 Down 3
Land Rover 2,117,368 17 478,873 27 Up 10
Toyota 1,885,443 18 1,134,551 18 None
Subaru 1,765,003 19 828,272 20 Up 1
Cadillac 1,657,316 20 1,213,677 17 Down 3
Bugatti 1,636,561 21 23,281 43 Up 22
Rolls-Royce 1,527,483 22 494,049 26 Up 4
Bentley 1,419,027 23 355,203 35 Up 12
Hyundai 1,364,840 24 432,293 30 Up 6
Volkswagen 1,330,589 25 1,262,607 16 Down 9
Ram 1,307,566 26 375,546 34 Up 8
Infiniti 1,238,110 27 534,988 24 Down 3
Mazda 1,233,921 28 679,593 22 Down 6
Ford Trucks 1,180,696 29 655,056 23 Down 6
Maserati 1,138,558 30 457,119 29 Down 1
Fiat 1,098,195 31 525,050 25 Down 6
GMC 1,081,871 32 705,394 21 Down 11
Mitsubishi 1,041,619 33 402,859 32 Down 1
Chevy Trucks 896,495 34 N/A N/A N/A
Volvo 846,050 35 458,175 28 Down 7
Chrysler 749,060 36 378,515 33 Down 3
Lincoln 534,760 37 164,741 37 None
Buick 533,021 38 424,231 31 Down 7
Acura 485,449 39 92,148 39 None
Scion 173,570 40 128,321 38 Down 2
Lotus 104,180 41 66,925 41 None
Suzuki N/A 42 215,471 37 N/A
Maybach N/A 43 75,151 41 N/A

 

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