Fuel For Thought: Media Trends in the Automotive Industry

According to this 2-page article, research conducted by CARMA International shows that the United States media increasingly emphasise fuel efficiency and hybrid technology over safety and performance in discussions of automobiles. This analysis of major media coverage from September 2003 through September 2005 is offered in the context of hurricanes Katrina and Rita, which "amplified already shifting perceptions among U.S. consumers about automobile fuel efficiency."

Specifically, the article notes that in late 2003 media coverage of hybrid vehicles focused on efforts by automakers to build more fuel-efficient sport utility vehicles (SUVs); the media also turned its attention to the National Highway Traffic Safety Administration as it began working on plans to encourage the production of smaller cars with greater fuel economy. From Jan. to May 2004, monthly coverage of hybrids increased 86%, while coverage of automotive safety fell 43%. Early 2004 reports highlighted predictions that hybrid technology would be a key issue for automakers. Although the volume of coverage about hybrid and fuel-efficient vehicles declined throughout the remainder of 2004, the topic remained more prominent than automotive safety: The slowest month for media coverage of hybrids was Nov. 2004, when they were discussed in 231 articles, while the busiest month for media coverage of automotive safety in 2004 was Dec., when the topic appeared in only 218 articles. Again, across the first three quarters of 2005, reporting on hybrid and fuel-efficient vehicles continued to increase while coverage of automotive safety decreased.

In short, CARMA stresses that reporting on hybrids is not a passing fad but, rather, has been increasing steadily; media discussion of hybrids in Sept. 2005 was more than double Sept. 2004 levels and 172% higher than Sept. 2003 levels. In light of these trends, organisations seeking to measure media coverage in the automotive industry are urged to: present the benefits and drawbacks of hybrid technology by audience; compare competitors in the hybrid technology field beyond "share of voice"; and address other technologies such as clean diesel and other issues like safety.