UNICEPTA analyzes innovation image of automotive companies

When it comes to innovation in the automotive sector, the shine of Tesla and the big German brands seems as strong as ever in the public discourse. The ranking seems cemented: First comes Tesla, then nothing for a while. Finally, the big four German manufacturers follow: Mercedes-Benz, BMW, Volkswagen and Audi. However, if the focus is exclusively on the sub-topic of "technical innovations" and topics such as design, shared mobility or urban mobility are disregarded, then the focus shifts significantly and suddenly there is some movement in the competitive environment. This is shown by a new analysis by media intelligence expert UNICEPTA. For three months, the analysts monitored the German-language media presence and user reactions (online media, Twitter, YouTube) of 90 automotive manufacturers and suppliers on the ten most important innovation topics using AI. The surprise: Tesla, the undisputed topic driver in the overall analysis, plays a rather subordinate role in the "technical innovation" sub-topic.

There is hardly a topic that is discussed as passionately in public as the transformation of mobility. And the car still plays a major role in this. So it is hardly surprising that the major manufacturers in particular want to position themselves as exceptionally fit for the future with innovative solutions to existing mobility challenges.

Since the beginning of 2023, UNICEPTA has been analyzing on a quarterly basis how and whether this is really succeeding with regard to various fine-tuned innovation topics, focusing on a new focus topic every three months in addition to the overall view - from augmented reality and urban mobility to electromobility, connectivity and shared mobility.

In the spring/summer of 2023, a look at technical innovations reveals an initial surprise: US e-car leader Tesla, the clear winner in the previous quarter both in the overall view and in the analyzed fine topic of autonomous driving, does not make it into the top 5 for the fine topic of technical innovation. So when it comes to the explicit attribution of technical innovations by the media, the competition is ahead.

Porsche dominated with the presentation of the Mission X, including technological features such as an all-electric drive, 900V electrical system and power-to-weight ratio of 1 hp per kg. In second place: Mercedes-Benz with the Vision One-Eleven and the new E-Class with MBUX superscreen, 4D surround-sound system and adaptive AI.

Third place goes to the established Chinese e-car manufacturer BYD. Just ahead of BMW and Volkswagen, BYD scores with topics such as the new Seagull model and a completely new battery technology based on sodium-ion.

User reactions, for example in the form of likes, shares or comments with a neutral or positive tenor on all freely accessible German online news media in the German language, as well as Twitter, TikTok and YouTube in the second quarter of 2023, were evaluated.

"As an electric car pioneer, Tesla has long been able to rely on its strong media positioning. The ranking shows that the U.S. carmaker will have to do more for this in the future. Because with the right communications strategy and precise topic setting, the other manufacturers will succeed in catching up in terms of public perception. Especially when it comes to innovation topics, the cards are reshuffled. What this mix looks like is shown by our continuous analysis of the public debate in both editorial and social media. This helps to keep a close eye on the competition and the industry as a whole and to derive our own opportunities from these findings," concludes Silke Nehlig, SVP Mobility Lead at UNICEPTA.