With some two thousand items of content uploaded to DriveTribe every day and over 17m user engagements each month – be they comments, likes, shares, quiz or poll answers – DriveTribe is a virtual looking-glass onto societies' changing relationship with cars and transportation.
Now, for the first time, these perspectives are available to a wider audience through the launch of DriveTribe Insights – a new website that aims to reveal high-level consumer opinion on the events that shape the automotive sector.
Each day DriveTribe Insights will publish analysis and thoughts on both big-picture macro trends - like electrification, connectivity and mobility as a service - while also delving into more specific local issues, such as audience response to new model launches and in-cabin tech.
The primary audience are automotive industry practitioners, individuals at all levels working for manufacturers, dealers, industry suppliers and, of course, the many media publications that report on the sector.
It will also provide insights relevant to the huge range of spin-off industries connected to automotive – motorsports, events, transportation.
Through benchmark reports and user surveys it will deliver near real-time insights on how the industry and its customers are reacting to competitive forces, technology, legislation and prevailing geo-political and economic trends.
A dedicated case studies section also provides examples of companies that have used DriveTribe Insights to help devise marketing strategies, as well as benchmark success criteria, such as brand uplift and product awareness.
The industry is at a pivotal moment, perhaps the most momentous period of change it has ever faced. Brands are grappling with the transition to electric drivetrains, balancing investment decisions on autonomy, connectivity and a potential shift to shared or subscription mobility.
The retail landscape is transitioning to new models: consolidation across dealer groups, omni-channel sales funnels and the relative profitability of selling new cars, used cars and after-sales.
As a platform, DriveTribe can track the volume, frequency and sentiment of debate on these key topics, as well as how they are globally distributed. It also uses surveys and polls to directly ask user opinion – DriveTribe has a very receptive and engaged audience.
Even quizzes can be used to unlock trends and consumer awareness. For example, the platform has been used to track the growing awareness and knowledge of Formula E, through the increasing proportion of correct Formula E answers included within generic motorsports quizzes.
As Jonathan Morris CEO of DriveTribe further explains "our platform and business is social by nature and design. It's an environment where views are shared and often hotly contested. Unlike many automotive channels that typically focus on bottom-of funnel transactional choices, DriveTribe has a more holistic view building a picture of peoples' perspectives on brands, whether they own them or not. It also covers an incredibly diverse agenda, covering topics of interest to everyday car owners and enthusiasts. This means we can build a deeper picture on user preferences, making linkages between owners of certain brands, their interests and passion points".
If you are affected by both the big and smaller picture issues impacting the auto industry, you can follow our updates on this site or via our LinkedIn Group and Twitter handle.
As we build out our Analytics platform, we would be keen to hear from a select number of companies interested in helping us shape our analysis and areas of focus.To learn more and to find out how your company could take one of the limited places on our research panel, please email us at: firstname.lastname@example.org.