Motor Show Bologna: Smart Wins Close Game on Italian Turf

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Motor Show Bologna: Smart Wins Close Game on Italian Turf

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A winter classic for Italian petrol heads and the last big event for the automotive industry before the end of the year, Bologna just hosted an intense 9-day motor show featuring lots of racing, fun, gadgets and of course, shiny new cars.

Synthesio analyzed the buzz from 3rd to 11th December

With 48 new cars premiered at the event, Synthesio analysed who won the hearts of the crowd, at least on social media. We analysed the buzz from 3rd to 11th December around all the new production and concept cars presented in Bologna and at the earlier Frankfurt motor show only 3 months ago, and the results don’t show a clear winner, although we would pick Smart and Fiat, ahead of Audi, Ford and Volkswagen.

Audi received the highest number of brand mentions

It’s interesting to note that, although Audi received the highest number of brand mentions (possibly a factor of the numerous new production models, facelifts and concept cars), none of their models made it to Top 5 for either production or concept cars. In fact Audi A1 Sportback ranked 7th among the production cars, just behind Toyota Prius+ and ahead of Mazda CX-5, while none of Audi’s concept cars attracted significant buzz.

Fiat Panda took the first place for the production cars

Fiat on the other hand placed its evergreen Panda model up to the top spot of the most talked about production cars, and despite having an individual 8% brand share of voice, the broader Fiat Group attracted over 20% of the overall conversations.

Smart is the true winner

However, in our opinion Smart is the true winner of this Motor Show. Although the brand had essentially one new production and one concept car only, the Daimler-owned brand managed some enviable consistency in terms of ranking. In fact, with its electric version of the Fortwo Smart took the 4th place of the most talked about production cars, and with the Forvision they took the second place for the concept cars, which led to an overall 6th place at brand level, just behind Fiat. A closing note about those supercars we would all love to drive around town: the Lamborghini Gallardo came on top, ranking 10th in the overall league table, a few positions ahead of Ferrari 458 Italia.

motor show infographic



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