If you only listen to the news, you’re getting the big picture–but not what the average person feels. And if you only listen to a few customers, you’re missing the wider perspective. For any business today, seeing both public narrative and consumer desires is key to success. To show what this looks like in the real world, we looked at the electric vehicle (EV) market using two powerful platforms: Signal AI, which analyzes data from global media, and Northwind Climate, which dives deep into consumer research and predictive models.
The Messaging Gap: What the Media Says vs. What Buyers Want
The data shows a major disconnect between media conversation and actual EV purchase motivations.
The takeaway: amid a declining growth rate in EV sales, automakers and environmental advocates should focus on the vehicles’ top-flight driving experience without any climate-killing smog.
- Signal AI‘s media data shows “carbon emissions” dominate positive EV news coverage
- What’s more, Northwind Climate’s consumer data reveals “performance” is the #1 purchase factor, with 27% citing it as key.
How these data sets complement each other: By putting Signal AI’s media analysis next to Northwind Climate’s consumer research, a clearer picture appears. Reading the media data, marketers would be wise to focus on the zero-emission, fuel-free aspects of a car. focuses on green credentials. But adding Northwind’s data shows buyers get excited about how the car actually drives. (Look no further than this video from tech reviewer MKBHD racing the new Rivian pickup truck at 130 MPH.)
Together, both data sets–media and consumer–equip companies with the complete picture of the roiling EV landscape.
The Brand Perception Puzzle: A Media Darling vs. a Consumer Favorite
Beyond the topics of emissions and performance, the data sets also reveal which brands are leading the EV discussion.
- Signal AI’s media analysis shows that Rivian is a darling of the press, earning the highest positive net sentiment score at 53%.
- Meanwhile, Northwind Climate’s consumer data shows that Toyota is the most-loved brand among actual consumers, with a 66% positive rating.
What it means: EVs are both the most innovative class of cars and a political football. With Congress recently chopping the $7,500 tax incentive for EVs sold in the US, automakers will have to rely on the strength of their brands to drive sales.
For Rivian, it spells a sunny outlook for the original off-road EV. That’s particularly good timing, given the company’s announcement of a suite of three new midsize vehicles aimed at city-dwellers and families.
For Toyota, it’s evident that the brand – synonymous with hybrids and reliability – has authority to lead in the still-emerging EV space. With Toyota’s global EV market share at just 2% of total sales, this data encourages their future prospects.
And for both brands, it’s reassurance that these established players remain at the forefront of the volatile and competitive EV industry, which is seeing new upstarts like Slate Auto – an affordable, modular pickup truck that racked up well over 100,000 reservations within a month of launching (and had a totally viral announcement).
How Signal AI and Northwind Climate’s data charts a path: by combing through millions of media data points and consumer market research, the insights indicate that brand storytelling is as important as ever–particularly at a time when EVs will rise in price for most American drivers.
For companies, this analysis is an example of what’s possible when global media analysis is combined with on-the-ground consumer surveys. Signal AI provides the “PR report card,” showing how your brand’s story is playing out on a large scale. Northwind Climate, meanwhile, provides the “customer report card,” showing your perception with actual buyers.
A marketing, communications or corporate risk team can use these insights not only to improve their positioning strategy, but also ensure that their customer base remains loyal.
The Power of a Complete Picture
Operating with only one type of data is like trying to navigate with one eye closed. You miss the depth and the details. By combining the media intelligence from Signal AI with the consumer insights from Northwind Climate, you get a 360-degree view of the market. You can see not just what is being talked about, but also why it matters to your customers.
This complete picture allows you to build a smarter strategy, create marketing that resonates, and build a brand that is strong in both the media and the market.
Northwind Climate is proud to be a Signal AI partner, and we’re available to bring a comprehensive view of the market to your business.
