The automotive industry is undergoing exciting developments. To become “future-proof”, manufacturers face a double challenge: on the one hand, they need to satisfy high standards on sustainability, emissions and environment protection. On the other hand, they are now competing not only with traditional car manufacturers, but also with tech giants such as Google, Apple and Baidu. While these digital leaders are unlikely to dominate anytime soon, they are constantly coming up with alternative technologies and business models for mobility which show potential to disrupt existing patterns in the automotive industry.

The following chart shows how tightly top-selling auto brands are associated with the concepts of Sustainability and Digitalization in online media for the timespan 2018-2019:

Toyota, Jaguar and BMW score highest in terms of Sustainability, whereas Audi, Nissan and BMW are tightly associated with Digitalization. It is important to note that the positions are given not by the actual efforts and results of the companies in these areas, but by the image reflected in online media. The size of the bubbles indicates the proportional amount of discussion for each brand – thus, Ford, Toyota, Nissan and BMW are the most-discussed brands.

Methodology

The analysis is based on articles from the following English-language Web blogs and portals:

  • www.autoexpress.co.uk
  • www.thecarexpert.co.uk
  • www.carmagazine.co.uk
  • www.autocar.co.uk
  • www.cars.com
  • www.edmunds.com
  • www.autoblog.com
  • www.autonews.com

The analysis is conducted using a concept embeddings, an algorithm of Natural Language Processing which allows to compute the latent association strength between various concepts. The algorithm has been developed by Anacode as an extension to traditional word embeddings.[1]

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References

[1] Mikolov, T., Sutskever, I., Chen, K., Corrado, G., Dean, J. (2013). Distributed Representations of Words and Phrases and their Compositionality. In: Proceedings of NIPS 2013.