Findings & Analysis:

• Total diesel buzz decreased 28% from June ‘08 to June ‘09, while diesel fuel fell by $2.15 per gallon or 45%
• Domestic trucks and German cars are most prominently mentioned within diesel buzz
• Mercedes-Benz and BMW are gaining share of diesel discussion
• Some consumers believe there is more potential opportunity for diesel in the U.S. market, particularly if original equipment manufacturers repurpose their small, fuel-efficient European offerings.

For more, download Nielsen’s Automotive Industry Overview: Diesel Focus

According to data from Nielsen’s People Meter sample fused with the respondents of MRI’s Survey of the American Consumer, NASCAR race viewers in Q1′09 were more likely than the average consumer to drive American:

• Drivers of Chevrolet, sponsor of Tony Stewart and Hendrick Motorsports, had 70% higher ratings compared to the composite.
• Drivers of Ford, who sponsors one of NASCAR’s brightest stars in Carl Edwards, had 64% higher ratings.
• Drivers of Dodge, which is now partially owned by a Fiat, is still considered by many an American car, and had 59% higher ratings.

It should be no surprise that NASCAR’s racing teams work closely with the automakers not just under the hood, but also on ways to increase sponsorship visibility - including car signage, uniform apparel, and training the drivers to weave in audio mentions to their interviews – all in hopes of moving the needle when their fans head out to their local car dealership.

As the Big Three American automakers attempt to change public perception and get their cars back on the right track, NASCAR may be the best sponsorship vehicle.

The report, released this month, found many consumers were still looking, but just not buying during the first four months of the year. However, 12 percent of the U.S. population said they will probably or definitely buy a new car or truck during the next six months, per the 250,000 U.S. adults that make up the Nielsen MegaPanel. That was up slightly from 10 percent in the spring.

Continue reading at Brandweek.

Consumer reactions to recent government moves toward U.S. automakers GM and Chrysler range from skeptical to supportive, based on Nielsen Online’s analysis of Internet consumer buzz.

The Obama Administration’s weekend request for GM CEO Rick Wagoner’s resignation is merely “symbolic” for some consumers, contributing to their belief that Wagoner is being made a “scapegoat.”

Despite the President’s assurances that the federal government has no intention of running an automotive company, consumers remain concerned about the future of American capitalism and what some perceive as a shift toward socialism. Yet, some consumers agree that the government has a right to take these actions given that automakers asked for government-backed bridge loans and taxpayer support.

These recent developments have created significant Internet buzz since March 30th, surpassing discussion levels from mid-February related to the submission of restructuring/viability plans from GM and Chrysler.

GM, Chrysler and Government Loan Situation Buzz (January 1 – March 30, 2009)

Given the skepticism toward the government’s involvement in Wagoner’s resignation, what do consumers think about the President’s announcement of a government-backed Warranty Commitment Program for domestic automakers to bolster consumer confidence? Nearly half of immediate consumer responses to the Warranty Commitment Program are negative, influenced heavily by concerns about government involvement in the automotive sector. Consumers do not trust the government’s ability to manage the program and fear this level of regulation erodes the basic principals of capitalism, a sentiment that overshadows the intended impact of the program.

Consumer Sentiment within Warranty Commitment Program Buzz

(Sample of 100 Comments from March 29-30, 2009)

Buzz has been rapidly evolving over the past few days. No doubt online consumers will continue to discuss unfolding events while the clock ticks for GM and Chrysler.

However, 20% of consumers do respond favorably to the warranty program, saying that it improves their perceptions of GM and Chrysler products or that the program accurately addresses a concern for prospective buyers. This includes prospective owners who say the program has a positive impact on their consideration to buy a GM or Chrysler product.

Topic Discussion within Warranty Commitment Program Buzz

(Sample of 100 Comments from March 29-30, 2009)

Buzz has been rapidly evolving over the past few days. No doubt online consumers will continue to discuss unfolding events while the clock ticks for GM and Chrysler.

*Scott Hamm also contributed to this analysis

One might assume that the unemployment rate at a state level would show a strong negative correlation to the likelihood to purchase a vehicle in the next six months, but this doesn’t appear to be the case. Michigan had the highest unemployment rate at 11.6% in January 2009; however, these residents are slightly over-indexing for the likeliness to purchase a vehicle in the next six months. It’s very interesting that Mississippi is the most likely state to purchase a vehicle and Idaho is the least likely, since both states fall in the middle of the heap for unemployment.

January 2009 Unemployment Rate Vs. Likelihood To Purchase A Vehicle

Solely looking at shopping intention by state is too high of a level to glean any actionable insight. However, coupling intention with current vehicle ownership allows for smarter inventory planning and target marketing within each state. Typically, we would be a bit more aggressive and aim to conquest more sales, but in the current economic condition we need to be more cognizant of advertising expenditures and ensure a high ROI.

In 2009 it will be imperative that automakers focus on the total customer experience of existing owners and consider developing loyalty programs. It is much easier and cheaper to retain an owner than it is to make a conquest from a competing brand. Nielsen @Plan data is indicating that Oklahoma residents are the second most likely to purchase a vehicle in the next six months and are also over-indexing on owning a Kia vehicle and Compact Sedans/Coupes. There appears to be an opportunity for Kia to gain additional market share within Oklahoma especially with the Optima and Spectra. Lincoln also has an opportunity in Mississippi with an ownership index of 286, while Chrysler may want to reduce their ad spend in this state and shift focus to areas that have a higher concentration of Chrysler owners such as Iowa, Kentucky and Michigan.

In mid-November, following GM released its quarterly earnings report – which highlighted the gravity of the Big Three Automakers’ financial situation, and online consumers began comparing the potential auto bailout to the U.S. government’s bailout of the financial industry or the Chapter 11 benefits/consequences of the airline industry.

Around November 21, the first Congressional bailout hearings spurred consumers’ opinions across the Internet.  Many questioned how the domestic OEMs will be held accountable for using bailout funds.  Others heavily criticized the Big Three Auto CEOs for flying corporate jets to the hearings.

In non-bailout related blog discussions, online consumers expressed enthusiasm about potential future Toyota hybrid models, such as a sport coupe version of the Prius or a Lexus-only hybrid compact.

Online consumers were also abuzz during the L.A. Auto Show, with many expressing interest in alternative fuels and new versions of vehicles, such as the Ford Fusion and Mustang, Lexus RX, Mazda 3, Nissan 370Z, and Cube.

View the complete “Automotive Industry Overview” for November 2008.

Stay tuned on Nielsen Wire for monthly installments of Nielsen Online’s monthly “Automotive Industry Overview” of online, consumer-driven automotive discussions.