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The British Automotive Industry: Top Influencers and Brands

by | Aug 31, 2016 | Influencer Lists,

The British automotive industry is best known for premium and sports cars including Aston Martin, Bentley, Caterham Cars, Daimler, Jaguar, Land Rover, Lotus, McLaren, MG, Mini, Morgan and Rolls-Royce. Other car manufacturers with a major presence in the UK include Honda, Nissan, Toyota, Vauxhall, Alexander Dennis, Ford, GMM Luton, Leyland Trucks and London Taxis International.

In 2015, the British automotive industry hit a 10 year high by producing nearly 1.6M vehicles, up 3.9% from 2014, and 77.3% of those vehicles were exported. In 2015 the total turnover by vehicle manufacturers in the UK was a record £69.5bn, an increase of 7.3% on 2014.

WHAT ARE THE KEY FACTORS THAT INFLUENCE PURCHASING DECISIONS?

When purchasing a car there are a number of factors that can sway the decision making process from one brand to another. For example is it a safe car? Does it have the latest gadgets? Is it fuel efficient? How is the driveability? How much does it cost? We ran a series of queries analysing the last 3-6 months’ worth of social conversations in order to identify the key factors that influence purchasing decisions which we identified as:

Onalytica - The UK Automotive Industry - Key factors influencing purchasing decisions

WHO ARE THE TOP INFLUENCERS AND BRANDS IN THESE AREAS?

We extracted over 3.5M tweets from 11th May until 9th August 2016 mentioning each of the above topics and their associated keywords, in addition to mentions of “automotive” and “car”. We then ranked this list based on our Contextual Onalytica Rank of Influence (CORI). This methodology takes into account the 4 Rs of influencer marketing: Resonance (how much engagement they are driving), Relevance (how many times they tweet on topic), Reach (how many followers they have) and Reference (how many twitter lists they appear on). This then provides us with a ranked list of influencers and brands driving the social conversations within each of the topic areas that influence purchasing decisions.

The below lists contain the top 10 influencers and brands in each category, please download the full report to see who ranks beyond the top 10!

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INNOVATION INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@jasoncreationJason BurrowsCreation Agency100
2@tprstlyTheo PriestleyAlchemist Accelerator72.41
3@davidgcantDavid Cant CMIOSHVeritas Consulting58.96
4@alexanderwearAlexander SommerWTVOX38.46
5@SteveFowlerSteve FowlerAutoexpress37.78
6@LOMBARDI_GLORIAGloria LombardiMarginalia37.52
7@WallacePJWPaul WallaceSupercars of London36.25
8@DwarfioRuss CockburnCucumber PR35.17
9@KirHammondKirsty HammondLink2Media33.12
10@Petercampbell1Peter CampbellFinancial Times27.04

 

INNOVATION BRANDS

RankTwitter HandleNameInfluencer Score
1@newscientistNew Scientist100
2@guardiantechGuardian Tech93.42
3@sciencemuseumScience Museum31.45
4@autocarAutocar30.79
5@BMW_UKBMW UK27.9
6@JaguarJaguar38.05
7@Design_WeekDesign Week27.12
8@GREATBritainGREAT Britain15.78
9@AutoExpressAuto Express15.53
10@AudiUKPressAudi UK Press Office11.66

 

SAFETY INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@DavidDjwardDavid WardGlobal NCAP100
2@RoyLilleyRoy LilleyNHS Managers.net42.22
3@Frances_Coppola(((FrancesCoppola)))Forbes45.74
4@prashantraoPrashant RaoNY Times38.22
5@QuentinWillsonQuentin WillsonITV, Wilson Consultancy36.01
6@shelleypetersenMichelle PetersenHealth Innovations31.59
7@RedTedArtMaggy WoodleyRed Ted Art31.4
8@suziewauthorsuziewChildren’s Author30.03
9@gill_crawshawGillian CrawshawA Baby On Board26.14
10@WhatKatySaidUKKaty {WhatKatySaid}Wat Katy Said24.99

 

SAFETY BRANDS

RankTwitter HandleNameInfluencer Score
1@JaguarJaguar100
2@UKVolkswagenVolkswagen UK34.07
3@autocarAutocar33.4
4@evomagazineevo Magazine31.04
5@MadeForMumsMadeForMums28.53
6@CarWaffleCar Waffle26.42
7@DVSAgovukDVSA25.59
8@VolvoCarUKVOLVO UK25.4
9@whatcarWhat Car?24.88
10@MercedesTruckUKMercedes-Benz Trucks23.7

 

TECHNOLOGY INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@prashantraoPrashant RaoNY Times100
2@Jim_HolderJim HolderHaymarket Automotive20.81
3@Petercampbell1Peter CampbellFinancial Times20.57
4@tprstlyTheo PriestleyHTV Vive, ITredux, Magnifact17.42
5@TechXBSteve NichollsTech XB12.72
6@ScarbsTechCraig ScarboroughScarbs Tech11.59
7@kwaichiKwai ChiVlogger/Blogger9.82
8@TimPollardCarsTim PollardCar Magazine5.97
9@JonathanHaynesJonathan HaynesThe Guardian5.22
10@gmt71_01Gianmarco TroiaQwince4.84

 

TECHNOLOGY BRANDS

RankTwitter HandleNameInfluencer Score
1@guardiantechGuardian Tech100
2@IndependentThe Independent70.05
3@TelegraphThe Telegraph47.85
4@JaguarJaguar86.58
5@BBCTechBBC Technology43.75
6@WiredUKWired UK22.49
7@techradarTechRadar55.74
8@TechAnnouncerTechAnnouncer7.27
9@AutoExpressAuto Express30.69
10@CarWaffleCar Waffle9.56

 

CONNECTED CARS INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@simonlporterSimonPorterIBM100
2@mikejulietbravoMike BriercliffeBiercliffe Associates90.36
3@aasisvinayakAasis VinayakFreelance Columnist31.09
4@nigelwalshNigel WalshCapgemini27.29
5@dharmeshsbdharmeshsbOrange26.26
6@neirajonesNeira JonesIndependent Advisor25.58
7@AAinslieAlexander AinslieCE Partners Ltd.22.5
8@Sion_SmithSiônlastminute.com22.32
9@Andrew_CamplingAndrew CamplingBT19.93
10@j4mou1James GreenhoughBenz Bavarian19.91

 

CONNECTED CARS BRANDS

RankTwitter HandleNameInfluencer Score
1@BBC_TopGearTop Gear100
2@techradarTechRadar33.27
3@CNBCiCNBC International18.7
4@Discover_News_Discover News13.84
5@GSMAGSMA13.33
6@SuperTechStuffSuper TechStuff12.63
7@VolvoCarUKVOLVO UK10.85
8@cbronlineCBROnline.com10.25
9@UKSalesTechUK Technology Blog10.09
10@MMMagTweetsMobile Marketing9.85

 

DRIVERLESS CARS INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@Jim_HolderJim HolderHaymarket Automotive100
2@ediggsEze VidraTrialReach30.91
3@futureofmovemntPeter ElliottFuture of Movement24.36
4@jasoncreationJason BurrowsCreation Agency22.73
5@spenleySpencer KellyBBC Click20.93
6@LNeckermannLukas NeckermannNeckermann Strategic Advisors17.77
7@alexanderwearAlexander SommerWTVox14.15
8@BriggsMartynMartyn BriggsFrost & Sullivan9.95
9@kwaichiKwai Chikwaichi.com8.58
10@cliffordiousClifford McDowellDoorda6.51

 

DRIVERLESS CARS BRANDS

RankTwitter HandleNameInfluencer Score
1@DezeenDezeen100
2@WiredUKWired UK76.56
3@autocarAutocar74.58
4@JaguarJaguar66.79
5@techradarTechRadar53.34
6@ccavgovukCCAV45.03
7@PocketlintPocketlint26.62
8@AutoExpressAuto Express21.79
9@DriveEVDrive EV19.81
10@TheManufacturerThe Manufacturer11.78

Don’t forget these are just the top 10 in each category, be sure to download the report to get the full list!

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CLEAN TECH INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@antdavidson Anthony DavidsonSky Sports F1100
2@jonnywilde Jon Wilde | JWGPjwgrandprix.com6.82
3@dsceditor Graham GoodwinDaily Sports Car5.27
4@TimPollardCars Tim PollardParkers / Car Magazine5.11
5@_LCC7 Lisa CramptonCrampton Sports3.65
6@_markgallagher Mark GallagherCMS Motor Sport3.46
7@ollyjarvis oliver jarvisAudi3.39
8@hiltonholloway Hilton HollowayAutocar3.22
9@deanslavnich Dean SlavnichEngine Technology International2.81
10@OliviaGauch Olivia GauchMotoring.co.uk2.59

 

CLEAN TECH BRANDS

RankTwitter HandleNameInfluencer Score
1@autocar Autocar100
2@AutoExpress Auto Express65.02
3@MotorInfoNews Car News40.04
4@whatcar What Car?29.78
5@ZipcarUK Zipcar UK26.62
6@AutoVoltMag AutoVolt Magazine23.41
7@evomagazine evo Magazine18.46
8@CarWaffle Car Waffle17.59
9@SuperTechStuff Super TechStuff15.98
10@ShellMotorsport ShellMotorsportTeam13.77

 

FUEL EFFICIENCY INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@JKempEnergyJohn KempReuters100
2@thejournalofindWilliam Digby-HammerThe Journal of Industry and Technology60.03
3@ScarbsTechCraig ScarboroughScarbsTech67.02
4@WallacePJWPaul WallaceSupercarsofLondon66.69
5@hiltonhollowayHilton HollowayAutocar24.99
6@Jim_HolderJim HolderHaymarket Automotive24
7@CreweNorthReg CrawfordFreelance writer19.2
8@steve_carsSteve WalkerAuto Express19.02
9@DavidDjwardDavid WardGlobal NCAP18
10@jrendellJulian RendellAutocar Magazine16.29

 

FUEL EFFICIENCY BRANDS

RankTwitter HandleNameInfluencer Score
1@autocarAutocar100
2@AutoExpressAuto Express92.62
3@MercedesTruckUKMercedes-Benz Trucks63.84
4@UKHaulierUK HAULIER31.85
5@hgvdriversdiaryAm2Pro Ltd17.5
6@AutoNewsUKAuto News UK15.45
7@RHANewsRHA News14.13
8@Editorial_MRMotoring Research13.66
9@truckerworldTrucker World12.87
10@Alc333AlcR.Alc/Trinidad C&I11.12

 

DRIVEABILITY INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@andrewbensonf1Andrew BensonBBC Sport100
2@BenCollinsStigBen CollinsCollins Autosport99.54
3@NobleF1Jon NobleMotorsport.com94.94
4@PrestigeDieselsAlexis Prestige Diesels32.39
5@TimPollardCarsTim PollardParkers / Car Magazine32.14
6@CarSnappedsteve.cCar Snapped25.51
7@steve_carsSteve WalkerAuto Express25.41
8@AJ_BombersportsAdam JohnsonRC Racing TV17.39
9@Petercampbell1Peter CampbellFinancial Times17.22
10@carwriteupsTim Barnes-ClayFreelance Journalist16.33

 

DRIVEABILITY BRANDS

RankTwitter HandleNameInfluencer Score
1@BBC_TopGearTop Gear100
2@JaguarJaguar65.85
3@autocarAutocar43.94
4@AutoExpressAuto Express28.16
5@C4F1Channel 4 F1®18
6@NHMSNH Motor Speedway17.7
7@PistonHeadsPistonHeads16.55
8@trustedcpTrusted Car Products14.11
9@LTMsportL&T Motorsport12.99
10@whatcarWhat Car?12.98

 

DESIGN INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@yiannimizeYianni CharalambousYiannimize100
2@activrightbrainDean JohnsonBrandwidth83.15
3@Jim_HolderJim HolderHaymarket Automotive72.98
4@Shmee150Tim BurtonShmee15052.98
5@steve_carsSteve WalkerAuto Express46.35
6@Matt_Burt_Matt BurtAutocar46.15
7@KirHammondKirsty HammondLink2Media41.68
8@OwenReadyOwen ReadyCar Design News36.5
9@Jonny_Will_28Jonny WilliamsonThe Manufacturer29.28
10@deanslavnichDean SlavnichEngine Technology International28.74

 

DESIGN BRANDS

RankTwitter HandleNameInfluencer Score
1@McLarenF1McLaren100
2@JaguarJaguar98.16
3@BBC_TopGearTop Gear89.58
4@DezeenDezeen69.51
5@LandRover_UKLand Rover UK55.21
6@astonmartinAston Martin54.47
7@AutoExpressAuto Express38.97
8@Design_WeekDesign Week34.16
9@UKClassicCarsUK Classic Cars24.91
10@autocarAutocar21.66

 

PURCHASE COST INFLUENCERS

RankTwitter HandleNameCompanyInfluencer Score
1@MartinSLewisMartin LewisMoney Saving Expert100
2@RedHotSquirrelRobert Kimbell Financial Services Authority73.17
3@capipaula182Capi driverEnthusiast71.21
4@jrendellJulian RendellAutocar69.92
5@carlease4youCharlie Mc CullaghCar Lease 4 U41.37
6@SJB6991Sam BEnthusiast24.54
7@Shmee150Tim BurtonShmee15019.41
8@carwriteupsTim Barnes-ClayFreelance Journalist10.79
9@hiltonhollowayHilton HollowayAutocar9.69
10@autoindigoKate — AutoindigoAuto Indigo9.59

 

PURCHASE COST BRANDS

RankTwitter HandleNameInfluencer Score
1@TheEconomistThe Economist100
2@UKCarLeaseUKCarLease61.22
3@BBC_TopGearTop Gear31.35
4@AudioneBayUKAudi onebay17.37
5@autocarAutocar17.1
6@AscotMotorCarsAscotMotorCars12.87
7@AutoExpressAuto Express10.18
8@LandRover_UKLand Rover UK8.45
9@jdm_zoneJDM_Zone8.4
10@bluewheelsBlue Wheels Car Hire8.32

 

MAPPING THE UK AUTOMOTIVE COMMUNITY

Once we identified the top influencers in the various topic areas in the UK automotive industry, we wanted to create a visual representation of this community to help illustrate the social landscape. The below map shows the brand Jaguar at the centre who were the #3 brand for innovation, #1 for safety, #2 for technology, #4 for driverless cars, #2 for drivability and #2 for design. This map was created with our Influencer Relationship Management software (IRM). Feel free to click on the map to open up a larger version.

Onalytica - The UK Automotive Industry Top Influencers and Brands - Network Map 1 (Jaguar)

Below you can see another network map created using our Influencer Relationship Management software (IRM) showing Theo Priestley, the #2 influencer for Innovation and #4 for Technology  at the centre. If you’re interested in identifying and mapping your community, click here to get in touch!

Onalytica - The UK Automotive Industry Top Influencers and Brands - Network Map 2 (Theo Priestley)


At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Virtual Reality, Digital HealthDigital Marketing) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!

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Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion in the British automotive industry.

The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations also take into account a user’s relevance (number of tweets on topic) and reach (number of followers). If you want to learn more, please read our article that outlines influencer identification.

Vector Graphics from: Vecteezy


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THE BRITISH AUTOMOTIVE INDUSTRY:

TOP INFLUENCERS AND BRANDS

Download this free report which reveals the top influencers and brands in the British automotive industry