Honda Civic is ‘most talked about’ car

Honda Civic is the most talked about car, according to a new quarterly report that aims to help marketers better understand consumers’ relationships with car brands by analysing online conversations.

Honda Civic

The Car Brand Index, by online research firm Spectrum, is an an online and social media analysis of 41 car brands, designed to assess brand visibility, chatter and engagement levels on Facebook and Twitter.

It has created a league table of the cars that are creating the most chatter amongst UK motorists and aims to show the “real impact” of the car industry’s investment in marketing and branding.

The Honda Civic was identified as the “most talked about” car model in the final quarter of 2011, according to the report, followed by the Ford Focus and Honda Accord.

It also found that UK consumers view Chevrolet as the top brand for comfort, Ford as the most innovative, while Toyota is seen as the most environmental.

Ford was also found to be the best car brand for families, and generated more Twitter mentions than any other manufacturer in the final quarter of 2011.

Toyota was among the top five brands on Twitter during the period, but only received 321 Likes on its UK Facebook page, compared to  almost 5,000 Likes registered by its rival Volkswagen.

Spectrum’s Mark Westaby says: “Our Car Brand Index provides in-depth information about how brands compare in relation to the different criteria that influence our reasons for purchase.

“By benchmarking and tracking changes in online content, conversation and behaviour we lift the bonnet on what brands really mean to us and also show how successful marketing campaigns have been at shaping and changing perceptions.”

The rankings are based on the percentage share of online conversation for each model between 1 October and 31 December 2011, looking at a total of 71,000 online conversations.

The UK public’s top brands:
Comfort – Chevrolet
Environment – Toyota
Families – Toyota
Innovation – Ford
Luxury – Mercedes
Performance – Porsche
Prestige – Audi
Safety – Ford
Value for Money – Ford


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here