Great Wall Motors

India

Monthly Review
Period : March 2021

Presented by
Summary – March

Key task • Proactive / Live tracking for the clips appearing on GWM & India – China situation
for the
month • Focusing on the story content - positive / neutral stories

Month March

Media Queries: Documents Shared – Industry

• Ketan Thakkar, The Economic Times: • Shared a consolidated sheet encompassing
The query came on the movement of the list of upcoming elections in India and
senior management from GWM to Kia the ruling party from each state.
Motors. Advisory has suggested the GWM
Team to decline the participation for the • Shared a brief document on the CRM
activities that Kia Motors India is engaging
story.
Key in, via Twitter, with their customers.
Highlights
• Shared daily report on the news stories for
Documents Shared Indi-China Sentiments along with a day wise
synopsis
• Shared the updated PR communication
strategy with some more suggestions • Shared the weekly decks for GWM, other
and ideas for both traditional and social OEM Brands, India China situation and EV
media Market in India
 Summary of Analysis – Print

58 Positive Coverage 447 Positive Coverage 260 Positive Coverage 312 Positive Coverage

0 Negative Coverage 0 Negative Coverage 0 Negative Coverage 0 Negative Coverage

27 Neutral coverage 486 Neutral coverage 217 Neutral coverage 399 Neutral coverage

85 Print 933 Print 477 Print 711 Print

Impressions Impressions Impressions Impressions

671 Positive Coverage 221 Positive Coverage 565 Positive Coverage

0 Negative Coverage 0 Negative Coverage 34 Negative Coverage

627 Neutral coverage 109 Neutral coverage 572 Neutral coverage

1298 Print 330 Print 1171 Print

Impressions Impressions Impressions

73,07,491 AVE (in INR) generated.

13,480 Media Space (in Sq.Cm) generated

 Share of Voice – Print – Major Announcements
Major announcements by Tata: Major announcements by GWM:
• Tata Motors registered domestic sales • Great Wall plans hydrogen fuel-
of 58,473 units in February 2021, a cell SUV model
growth of 54% over last year
• TaMo delivers 100 Safaris in Delhi-NCR
in a single day Major announcements by Hyundai:
• Tata Motors launches the Tiago XTA • Hyundai Motor India registers
• Tata Motors shareholders approve cumulative sales of 61,800 Units in
hiving off PV biz into new entity GWM; 85; 2% Feb’21
• Tata Motors launches ‘Wheels of Love’, Tata Motors ; Hyundai; • Hyundai Motor India Crosses 1
a holistic programme to support 1171; 23% 933; 19% Million Followers on Instagram
parenthood • All-new Creta crosses 1.2-L
• The all-new Tata SAFARI is the Official cumulative sales mark
Partner for VIVO IPL 2021 • Hyundai Motor India Foundation
Announces the winner of H-Social
Creator 2020
Major announcements by MG: Kia Motors ; • First Glimpse of the Highly
• MG further strengthens its MG Motors; 477; 10% Anticipated Hyundai ALCAZAR
association with Save the 330; 7% Released
Children under the ‘Back to
Learn’ initiative
• MG Motor announces free Covid
vaccination for its employees in M&M; 711; 14%
India
• MG Motors launch Maruti Major announcements by Kia:
'Womentorship' Suzuki; • Kia Motors India appoints Hardeep
1298; 26% Singh Brar as National Head of Sales
and Marketing

Major announcements by Maruti:

• Maruti Suzuki service network strongest
Major announcements by M&M:
with 4,000+ touch-points • Mahindra Auto Sector sells 28,777
• Maruti Suzuki Driving School (MSDS)
vehicles in February
successfully trains over 1.5 million people • Anish Shah to take charge as MD and
• Maruti Suzuki selects three new startups
CEO of M&M on 2 April
in the 4th cohort of MAIL programme • M&M board nod to Mahindra Electric
• Maruti Suzuki cars set to get costlier from
consolidation
April
 Share of Voice – Print –
Excluding Negative Coverage
GWM; 85; 2%
No Negative
coverage
Tata Motors ; 1137; 23% Hyundai; 933; 19%

34 Negative coverage were reported

on Tata Motors:
• Delhi govt suspends subsidy on Tata
Nexon EV No Negative
coverage

Kia Motors ; 477; 10%

MG Motors; 330; 7%
No Negative
No Negative coverage
coverage

M&M; 711; 14%

No Negative
coverage
No Negative
Maruti Suzuki; 1298; 26%
coverage
 Coverage Tonality – Print Vs Online

Great Wall Motors – Great Wall Motors –

Print Coverage Tonality Online Coverage Tonality

Neutral; Positi
27; 32% ve,
97,
Neutr 38.00
al, %,
157,
Positive; 62.00
58; 68% %,

Positive Negative Neutral

• Coverage on announcement by GWM global about
launching a new standalone brand for its off-road
vehicles – Tank
• Pick-ups of reports about Xiaomi to manufacture EV’s in
GWM’s China plant
• Pickups from international news about GWM POER
launched in Bahrain
• GWM mentioned in context of its partnership with BMW
for the electric  MINI BEVs
• 2021 Haval H6 with two engine choices makes global
debut
• Pick-ups from global news about GWM’s plans to roll
out its first hydrogen-powered SUV this year.
• NA • GWM mentioned in stories related to India’s changing
stance on the investments from China and GM’s plant
closure (mentioned as the brand that was to take over)
• Coverage on the movement of senior management from
GWM to Kia
• In coverages about Geely’s EV plans, GWM mentioned
as one of the brand’s competitors
• Pick-ups of reports about Xiaomi to manufacture EV’s in
GWM’s China plant – GWM denied in a statement
• China auto chip startup Horizon Robotics raised $900
million from BYD, Great Wall and other industry
companies.
 Print Daily Trend
45
39
40
35
30
25
20
15 11 11 10
9
10
50 2 1 1 1
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
0

Online Daily Trend

60
56
50
40 39
30 29 32
20 21
15
10 2
5 4 3 11 8 9 10
1 7 1
0 2 1

Highest Print Media Exposure on 27th
March
2nd Highest Print Media Exposure on
16th & 22nd March
3rd Highest Print Media Exposure on
31st March
Highest Online media exposure on
15th March
2nd highest online media exposure on
26th March
• Pick-up of international news stating that smartphone maker Xiaomi is in talks to use one of Great Wall's plants in China to
make EVs under its own brand
• Coverages based on Mr Hardeep Singh Brar joining Kia Motors, mentions that he was earlier associated with GWM
• Pick-up of international news of GWM’s plans to roll out its first hydrogen-powered SUV this year, the new Haval H6 with
two engine choices makes global debut
• GWM mentioned in coverage based on movement of senior management and only a few stories related to Geely’s EV
plans (where GWM is mentioned as competition)
• Stories on Xiaomi planning to manufacture EV’s in GWM’s plant in China
 Share of Voice – Print Vs Online

Share of Voice – Print Share of Voice – Online

GWM; 85;
Tata GWM; 117; 2%
2% Hyundai;
Motors ; Tata Motors ;
Hyundai; 1655;
1171; 23% 933; 19% 1677; 22%
22%

Kia
MG Motors ;
Motors; 477; 10%
330; 7%
MG Motors;
1069; 14%
M&M; 711; Kia Motors ;
14% 1348; 18%
Maruti
Suzuki;
1298; Maruti Suzuki;
26% 952; 13% M&M; 782; 10%

 Both Print & Online Share of Voice for GWM in the month of March stood low at 2 percent due to no Media
Announcements and no aggressive media interactions.
 On the other hand, Maruti Suzuki and Tata Motors leads the SOV in print with 26% and 23% respectively. While Maruti
was only at 12% when it comes to Online, Tata Motors has shown strong presence in online media as well with 22%
 Hyundai had also shown a strong presence in both Print & Online Media as compared other OEMS.
 Kia also stood out strong in the Online media as compared to the Print Media
 MG also had decent SOV in the online media as compared to the print media
 Share of Voice – Print & Online –
Consolidated

GWM; 202; 2%
Tata Motors ; Hyundai; 2588;
2848; 23% 21%

MG
Motors;
Kia Motors ;
1399; 1825; 14%
11%

Maruti M&M; 1493;

12%
Suzuki;
2250;
18%

- In the consolidated SOV, Tata Motors enjoys the top position with the
maximum share of voice followed by Hyundai and other players
 Month wise comparison – Print

Tat Tat Tat

a a a
Mot Hy Mo Hy Mot Hy
February 2021 orsMarch 2021
January 2021 G
ors und tor und und
W
; s ; ; ai;
GW ai; 949
M; ai;
117
GW
933
108 108 120 914 M;
M; ; 1; ;
4; 6; ; ; 85;
67; 23 23 19Kia
21 21Kia MG 3% 22 2%
MG 1% % Kia MG% %Mot
% %Mot Mo %
Mot Mo Mot ors
ors tor
ors; tor ors; ;
; s;
479 s ; 330 477
518 492
; 338 ; ;
; ; M& M&
9%Mar M& Ma ; 7%Mar 10
10 12 M;8% M;
uti M; % % ruti uti %
498 711
Su 955 Su Su
; ;
zuk ; zuk zuk
12 14
i; 18 i; i;
% %
106 % 899 129
3; ; 8;
20 21 26
% % %

January2021: February2021: March2021:

• Only 1 Media Statement was issued
to The Economic Times in the month
of January, which resulted us in a
Positive Story that showcases
GWM’s commitment to the Indian
market
• Only 2 Media Statement were issued
to The Hindu and Reuters in the
month of February, which resulted
us in a Positive Stories that
showcases GWM’s commitment to
the Indian market
• Only 1 Economic Times query came
to which GWM had declined their
participation.
• GWM’s Coverages were on the
movement of senior management
from GWM to Kia Motors. Also,
pickups of few global announcement
has also resulted us with the
coverage
Media Space Captured – Print AVE Value Generated – Print

Space Captured Company AVE Value (INR)

Company
(Sq. cm) GWM 73,07,491
GWM 13,480 Hyundai 19,78,57,018
Hyundai 4,61,189 Kia Motors 9,39,04,836
Kia Motors 2,23,479 M&M 11,74,94,794
M&M 2,27,291 Maruti Suzuki 21,54,61,473
Maruti Suzuki 3,78,124 MG Motors 6,09,27,692
MG Motors 1,61,541 Tata Motors 20,80,64,273
Tata Motors 3,65,260

Tata Tata
GW Moto Hyu
Moto M; Hyu GW
rs ; rs ; M; ndai;
1348 ndai; 2080 7307 1978
3652 0; 4611 6427 491; 5701
60; 1% 89; 3; 8;
1%
MG20% 25% MG
23% 22%Kia
Moto Moto Moto
rs; rs; rs ;
1615 6092 9390
41; 7692 4836
Kia
9% Moto
; 7%Maru M&;
Maru M; 10%
M& rs ; ti
ti 1174
M; 2234 Suz
Suz 9479
2272 79; uki;
uki; 2154 4;
91; 12%
3781 6147 13%
12%
24; 3;
21% 24%
Online
 Great Wall Motors – Potential
Reach (Online) (in millions)
350
26th March
• Highest reach on 26th March, though 2nd 314
300 highest coverage links repeated in many major
platforms (ToI, India Today, Business Today)
250 243.7
15 March
th

200 • 2nd highest reach on 15th March 205.2 205

• Reach owing to large number of
coverage links
150
116

100
57.1
65.5
50 40.6 55
18.9 17.6 34
3.22 3.5 0.3 0.15
0 3 5 0.26
2/ 1
3/ 1
4/ 1
5/ 1
6/ 1
7/ 1
8/ 1
9 1
10 21
11 21
12 21
13 21
14 21
15 21
16 21
17 21
18 21
19 21
20 21
21 21
22 21
23 21
24 21
25 21
26 21
27 21
28 21
29 21
30 21
31 21

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/2
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GWM
 Social Echo
Coverage with highest social reach

After phone and scooter, Xiaomi will now

make electric car

Kia Motors India appoints Hardeep Singh

Brar as National Head of Sales and Mark
eting

Xiaomi Said to Plan Electric Vehicle Prod

uction Using Great Wall Motors’ Factory
Word Cloud
 GWM Social Media Post

Engagement: 333
GWM posted on Holi festival and
received positive response Reach: 3,657
Questions about launch and festive Video Views: 1200
wishes comments No paid promotions condcuted
 Competition Snapshot
Competitio MG Motors KIA Motors Honda Cars Toyota India
n
Feb March Feb March Feb March Feb March
No of posts 63 100 2 4 31 37 61 72
Engagement 1.2 Mn 845K 21K 14K 446K 430K 35K 30K
Video views 8.7 Mn 8.2Mn N/A 1 Mn 840K 701K 546K 312K
Eng Rate 90% 63% 2.1% 2% 19% 18% 2.5% 2%
Topics • Lesser engagement than • Kia has posted 4 times • The engagement rate • The engagement and views
covered previous month as Feb had in March out of which 2 and video views have have decreased substantially
active promotion for Hector are commemorative dropped since the since the previous month
2021 price launch and days and 2 on award pervious month even though the number of posts
2021 MG ZS EV unveil wins though the number of are higher, owing to probably
• The brand has mostly been • The engagement has posts are more since a lesser promotions being
engaged in overall brand dropped as the brand lot of these posts were conducted on the pages
messages and not on would have focused on about commemorative • The brand’s focus for March
models, hence even promoting the videos days and their also seemed to eb through
though more number of • Commemorative days – campaigns and posts off-page reach via
posts the engagement & Women’s Day, Holi about their media drive influencers, they engaged
views are lesser (hence not actively with popular content creators
• Campaigns on Women’s promoted) for Toyota Revvelations
initiative- Womentorship, • Posts on various challenge
and suppliers/dealers models, campaign on • Commemorative days –
video series Women’s Day, awards omen’s Day, World Water
• Other posts on MGCC won Day, World Forest Day, Holi
drives, customer stories, • Brand also conducted
Liverpool FC, MG Anthem their annual property
renditions, etc. Developer Drive to Discover
Program • Commemorative days –
• Commemorative days – Compliment Day,
Women’s Day, Holi, Earth Women’s Day, World
Hour Water Day, Holi
Key Learnings
• Key takeaways from last launches and special focus to be given to interviews with key
papers and media houses

• The other Chinese brands continue to receive negative comments, but the product
focus seems to divert some attention and they are continuing their promotion
activities.

• Overall positive response from the audience for the Holi post. Though since paid
promotions were not done for this, it did not garner a wider audience base.

• However, promotions should be explored at a later stage, after adequate social media
activity has been restarted.
Thank you

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