Volkswagen
 Volkswagen is beginning to experiment with utilizing
more digital platforms in the near future by releasing
the mobile application Smileage. This application will
encourage camaraderie around driving a VW as well
as allow drivers to tell and share stories in real time.
 VW uses social media on all platforms as an open
book for drivers to share their stories. Doing this
multiplies the reach and free impressions that the
VW brand is getting.
 Relies heavily on a “fun” community sentiment to
drive their brand positioning.
Volkswagen Statistics
 July 2013 Volkswagen of America sold
35,779 automobiles, a -3.3 percent
decline from July 2012, which sold
37,014.
 The 2013 YTD sales for Volkswagen
are also down to 242,571 compared to
245,739 in 2012.
Toyota
 Toyota has begun using a digital platform in their cars
called Entune, giving the driver a multitude of mobile app
options. These include Bing, iHeart radio, Pandora,
Movietickets.com, and Open Table.
 Toyota uses their website to place a very strong
emphasis on what their company does for the community
and the environment. A visible effort is made to express
their accomplishments outside of the automotive industry
on their website.
 Toyota is shying away from advancing their sales goal
and focusing more specifically on being an automotive
company that makes quality vehicles. Toyota wants to
display how high of a priority it is to them that their
automobiles are of the highest quality for their valuable
consumers.
Toyota Statistics
 Although sales have increased for Toyota within the past year,
market share has gone down.
 Toyota is hoping to expand market share close to 17 percent.
 In July 2013, Toyota sold 193,394 automobiles a 17.3. percent
increase from 164,898 automobiles in 2012.
 Total sales for 2013 have also increased since 2012.
 This year the YTD sales for Toyota have been 1,210,994
automobiles, a 7.5 percent increase of 1,210,994 automobiles in
2012.
 The 2013 July market share increased to 14.7 percent compared
to 14.3 percent in 2012.
 The total overall market share went down from 14.4 in 2012 to
14.2 in 2013.
FIAT
 FIAT engages in a lot of promotional events and
sweepstakes in order to gain awareness with their
target market(s). Some of these include the FIAT
song, the McDonald’s monopoly contest, the Call
The Play sweepstakes, and the Jones Soda
Company promotion.
 FIAT seems to be targeting the diverse, young, free
spirited, fun-loving people who want a car that is
reasonably prized, environmentally friendly and
unique.
FIAT Statistics
 In July 2013 FIAT sold 3,783 vehicles and 2 percent
increase from 3,710 vehicles in July 2012.
 Total sales also increased, so far this year FIAT has
sold 25,394 vehicles compared to 24,416 in 2012, a
4 percent increase.
 Since it was put on the market July 4, 2013, the allnew Fiat 500L has sold 962 units.
Mazda
 Mazda is known for having an international brand
strategy and positioning which creates unification and
coherence for customers around the globe.
 Mazda has an app that is GPS powered so owners will
never have to search around trying to find their car. The
same app also rewards drivers with coupons and special
offers for service.
 Mazda provides very limited information about their car
brand and history on their website. Instead the
community page focuses on their social media platforms.
Mazda Statistics
 In July 2013 Mazda USA sold 24,977 vehicles, a
29.4 percent increase from 19,300 vehicles in July
2012.
 Total sales also increased, so far this year Mazda
has sold 169,920 vehicles compared to 163,097 in
2012, a 4.2 percent increase.
Nissan

The Leaf is the poster child for innovation. Yet it brings the spunky, fun
edge that Nissan wants to demonstrate to new and current customers.

This year Nissan combined a PlayStation virtual car racing experience
with a real life driving academy competition. Over one million “players”
entered from around the world.

Among many other automotive brands, Nissan appropriately
incorporates their community service and leadership throughout the
country.
 Nissan requires potential customers to enter his or her zip code in
order to build a model.
Nissan Statistics
 In July 2013 Nissan USA sold 101,279 vehicles,
a 16.8 percent increase from 86,722 in July of
2012.
 Total sales also increased, so far this year Audi
has sold 673,755 vehicles, a 10.4 percent
increase from 610,066 in 2012.
Audi
 Audi USA’s website breaks down four essential
components of the company. These include importance
in: design, intelligence, efficiency, and performance. Audi
executes this by branding themselves as sporty,
sophisticated and progressive.
 Audi’s website emphasizes how strongly motorsport and
performance influence their brand. Innovation and
excellence in engineering is at the forefront of their
company.
 Audi is beginning to show some interest in automobile
Internet capabilities with the Audi Connect system. This
navigation tool enables in-car Internet connectivity for
multiple passengers, efficiently fulfilling the needs of
passengers during a journey.
Audi Statistics
 In June 2013 Audi USA sold 13,706 vehicles, an 8.2
percent increase from 12,664 vehicles in June 2012.
 Total sales also increased, so far this year Audi has
sold 74,277 vehicles compared to 65,158 in 2012, a
14 percent increase.
 The yearly percent market share has resumed at 1.0
as well as the total sales market share at 0.9.
Desktop
 Volkswagen: B+
 Toyota: B
 FIAT: A
 Mazda: B Nissan: A Audi: B+
Tablet
 Volkswagen: B Toyota: A-
 FIAT: A Mazda: B Nissan: B+
 Audi: B+
Mobile
 Volkswagen: B Toyota: B+
 FIAT: A Mazda: B+
 Nissan: A-
 Audi: B
Opportunities for MINI
 All competitors have a Spanish version of the website except
Audi.
 All competitors except for FIAT and Audi (since 2009) have
designed CSR programs.
 All car brands proudly demonstrated their environmentally
conscious innovation (Leaf, Prius, 500e, SkyActiv Technology,
TDI clean diesel, e-tron, Jetta Hybrid, and Touareg Hybrid)
 MINI should stay aware of the many social media platforms
that can be utilized to tell motoring stories and ensure that this
process stays fun and fresh.
 MINI could look into motorsport test drive contests or driving
schools to keep people aware of this part of the brand.
Opportunities Continued
 MINI could look into incorporating food and entertainment
options in their mobile applications as well as a car finder
based on GPS.
 In addition to Virgin America MINI might want to explore more
promotional, sweepstakes, or partnership opportunities in
order to gain more awareness and interest in the brand.
 Like the summer Olympics, MINI might want to develop an
overarching international brand strategy.
 MINI should make sure they have a balance of brand
information and product information on their website.
 Mini might want to encourage users to enter their ZIP code
before building a model on the website.