個案總覽

The "How a Luxury Electric Vehicle (EV) Manufacturer Can Leverage Social Listening" teaching case focuses on how a luxury EV manufacturer and brand, namely the Porche Taycan, can use a social listening platform to gain insights on its new EV car models from user-generated content across multiple social sites. The EV market is dynamic and uncertain, and there is a lot of risk for a traditional luxury car manufacturer to enter the EV field. A social listening platform provides real-time social metrics and visuals, including author profiles, influencer profiles, activity, engagement, sentiment, and competitor analysis, to help navigate this uncertainty. The case walks through an analysis using the Nuvi social listening platform on 2022 Porsche Taycan data collected through Nuvi. A competitive analysis is done with Tesla EV models. The case ends by posing questions on what actions a luxury EV manufacturer like the Porsche Taycan can take from using a social listening platform, and what technological and managerial capabilities would be needed to implement such a platform.

Spreadsheet Supplement for case BAB754