Editorial opinion differs across markets for the Volkswagen Golf

Editorial opinion differs across markets for the Volkswagen Golf

By analysing the sentiment of editorial coverage worldwide, auto brands can understand which aspects of a new car model are being negatively reviewed in which market and mitigate against them in future marketing.

We previously compared media coverage for three new car models: Skoda Octavia, Kia Pro Cee’d and Volkswagen Golf across the UK, France and Germany. In every market, the most positively reviewed model was the Octavia and our previous article looked at how Skoda could understand exactly what its strengths were in each market.
 
This article looks at the Golf, to show how analysis of media coverage can reveal which negative points are being presented to consumers. By comparing reviews across markets, auto brands can understand any negative issues which are specific to certain markets. If auto brands know specifically what aspects are negatively reviewed in one market then they can address the problem by customising a global campaign to mitigate perceived issues in local markets.
 
Analysis of coverage for the Golf shows that the media were positive in the UK and Germany, but much less in France. This is due to French editorial criticism of the Golf's "rigid" driving experience, which isn't cited as a problem in UK and Germany.

Driving performance of the Golf is negatively reviewed in France, but not in the UK and Germany:

 

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