Tesla still punches well above its weight class when it comes to the Internet. But the Texas-based electric car maker is no longer the most popular brand online. Old-fashioned Ford has stolen its crown.
The results come from polling firm YouGov’s Social Listening Report for the first quarter of 2024. Researchers analyzed search traffic, Wikipedia page visits, and positive or negative sentiment on social media sites like X (formerly Twitter), YouTube, and Instagram to compile their scores.
Ford took the top overall spot among automakers, displacing Tesla. According to Kelley Blue Book parent company Cox Automotive, Ford controlled 13.4% of the American auto market that quarter — good enough for third place in the actual sales race. Tesla controlled just 4.4% of the market but came in second in attention on social media.
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While Ford and Tesla dominated searches and mentions, sentiment toward the two brands was mixed.
“Among the top 30 brands, Alfa Romeo and Aston Martin generate the most positive sentiment throughout the analyzed period,” the researchers write. “This likely reflects their appeal to a niche audience of driving enthusiasts who prioritize aesthetics and a passionate driving experience.”
The brand with the worst sentiment score? Nissan’s Infiniti luxury marque. “The online conversation surrounding the brand appears to focus on concerns regarding repair costs, vehicle defects, and issues with initial tires and dealership service,” YouGov reports.
Being in the cultural conversation beyond car enthusiasts pays off, the report found. Aston Martin’s reputation benefited from its association with James Bond, while “Mentions in country songs drive positive sentiment for brands with popular pickup trucks including Chevrolet.”
Kia, meanwhile, suffered from social media discussions of a widespread theft problem driven by the brand’s decision to leave a common anti-theft device out of some designs.
