A study of which car brands have the most Facebook fans in America shows that most are brands that the majority of Americans cannot afford. The car brand fan process on Facebook is aspirational and therefore not very useful to manufacturers.
A new study by Auto Insurance Center shows that among the 10 car brands with the most fans, eight are luxury or ultra-luxury brands. At the highest end, Lamborghini ranks fifth in fans, with 11.7 million. Lamborghini sells cars in the $300,000-plus range. Ferrari is third on the list with 16.2 million fans.
More mainstream luxury models take six spots. These include first place Mercedes with 19.4 million fans, second place BMW with 18.9 million, sixth place Porsche with 10.1 million, seventh place Land Rover with 9.1 million fans, eighth place Audi with 9.0 million and ninth place Jaguar with 6.8 million.
Two more commonplace brands round out the top 10 list: Nissan in fourth place with 13.5 million fans and in tenth place Jeep with 4.7 million.
In the first 10 months of the year, Jaguar has sold 12,204 cars, Ferrari has sold 1,903 and Maserati 9,544. Among the other brands, some sell substantially more cars, but none has close to mainstream numbers.
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Experts at the Auto Insurance Center admit:
Perhaps this is simply a case of Facebook users dreaming of buying high-end luxury cars (and clicking “like”) while pragmatically purchasing more budget-friendly models. However, it is worth noting that in the U.S., high-end luxury vehicles sales are the fastest-growing segment.
Another explanation for the disparities simply lies in the strength of various companies’ social media strategies. Mercedes is known for its groundbreaking social media campaigns, as are BMW and Ferrari. In an age where 84% of car buyers are on Facebook, these companies clearly grasp the importance of social media.
So many people fans of so many car brands they never will be able to afford.
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