Volkswagen Group's value brand, Skoda, created a bigger digital buzz than luxury automaker Mercedes-Benz among online commentators who posted their thoughts on Europe’s new-car launches, a survey shows.
The latest generation of the Skoda Superb midsize car caught the interest of online car buffs even more than luxury SUVs from Mercedes-Benz, according to global research consultancy TNS.
Skoda actively targeted digital influencers ahead of its flagship's launch to offer them free test drives to encourage them to spread the word, TNS said. Skoda emphasized the Superb’s advanced equipment and stylish design in comparison to previous versions. The brand has loaded the new Superb with semi-autonomous driving technology typically found in more expensive vehicles.
Mercedes took the No. 2 spot (see chart below) with the GLE, which replaced the M class SUV. The GLE appeared in the "Jurassic World" film trailer, quickly generating huge attention from a broad online community.
Renault was No. 3 with its new Kadjar, which the company launched into Europe’s booming compact SUV segment, and No. 4 with its new Espace minivan.