The Winners

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Scoring

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HOW

VIDEOS

INFLUENCES BUYING

It is no secret that present day consumers do their research online when buying a car. According to Google, 93% of consumers surveyed stated that video reviews on Youtube influenced t‍‍‍heir choice of car make and model.

This is not say that traditional dealership showroom setups obsolete, but the Internet has certainly complemented them by becoming the funnel which consumers use to narrow their choices.

Some important numbers to digest on Malaysian car buyer behaviour, according to Google:

2.7– The average number of brands considered by a typical Malaysian car buyer before purchase. It essentially means most people narrow their consideration to two or three brands, with more people shortlisting three than those looking at just two.

34% of consumers end up buying a brand they did not initially intend to. Meaning one in three buyers can be influenced to veer away from their initial purchasing consideration.

93% of car buyers were influenced in their brand and car model choice by watching a car review video on Youtube.

37% of car buyers visited a car dealership after watching a related video.


1-in-4 were influenced by Youtube videos to buy cars of a particular brand.

1-in-2 buyers used online videos to watch product reviews and testimonials of cars they are interested in.

What this mean‍‍‍s:

Youtube is a powerful platform and Youtube car review videos have assumed great importance in their ability to‍‍‍ directly influence a person’s purchasing decision. That more than a third of car buyers ended up visiting dealerships after watching a video is testament of this platform’s ability to convert intention to action and, ultimately, purchase.

MALAYSIA AUTOMOTIVE PUBLICATIONS - MAY 2018

Data from Soc‍‍‍ialblade.com as of June 6th 2018 for past 30 days. According to Google, 90% of Malaysians rely on video reviews to buy cars.

Cars of Malaysia's Audience

Over 2.1 million monthly viewership

‍‍‍Over 162,000 Youtube subs‍‍‍cribers

Over 308,000 social media followers

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Bobby

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Beng

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Kon

CARS OF MALA‍‍‍YSIA

Cars of Malaysia was formed as a three-way collaboration between Autobuzz.my, EvoMalaysia.com, and Roda Pusing. Each of the three publications adopted a common scoring mechanism to meticulously evaluate all new cars for sale in the market.

Each publication went on to announce its own set of winners following the completion and tallying of scores, after which the scores were then combined to a three-way average and the cars ranked again to determine the overall winners of each category.

The Power of Three – The Scoring Mechanics

THE GENESIS OF

All cars on sale are scored: Just because a model has been in the market longer does not mean it automatically falls out of consumer consideration. As long as a car is still on sale, we believe that consumers should have the means to rank it against its competitors in order to make an informed decision.

Not just one choice: Cars of Malaysia awards the three highest-scoring cars of every segment. This reflects general buying behaviour based on Google’s findings that the average number of brands considered by Malaysians before making a car purchase is between two and three.

The scoring system of Cars of Malaysia, its concept and execution, was designed to aid the general population’s car-buying pro‍‍‍cess as much as possible:

Comprehensive: People buy cars for various reasons, which is why a one-size-fits-all recommendation is never the answer in a car review. The scoring mechanism of Cars of Malaysia covers four key areas – pricing, safety, performance, and quality – each of which can be drilled further into specific aspects.

Open for scrutiny: Partly to ensure full transparency, the scoring contributions of each publication and their respective judges are available for public viewing and scrutiny. More importantly, this is an important tool for consumers focus on the scores of each car on evaluation aspects that are crucial to them.

Price‍‍‍

Value for Money

The vehicle’s size, performance, and equipment versus its price tag.

Safety‍‍‍

Drive Assistance‍‍‍

Advanced driver assistance and infotainment aiding driving. E.g. smartphone integration , blind spot warning, reverse camera.

Active Safety‍‍‍

ABS, EBD, ESC, Hill start assist‍‍‍

Passive Safety‍‍‍

Airbags, ISOFIX, seat-belt pre-tension‍‍‍ers, post-collision response.

Performance‍‍‍

Ride Comfort‍‍‍

Suspension comfort levels over poor roads, speed bumps, and potholes. Cruising refinement. Noise levels

Handling‍‍‍

Balance and stability of chassis. Steering response, feedback. Smoothness of pedal operation.‍‍‍

Power‍‍‍

Engine and transmission responsivene‍‍‍ss.

Quality

Quality‍‍‍

Material selection, fit and finish, feeling of robustness and durability.

Interior Design‍‍‍

Cabin ergonomics, practicality, aesthetics, ambiance

Exterior Design‍‍‍

Exterior looks of the car. Overall profile, little design details, features.

‍‍‍HOW EVERY CAR IS SCORED‍‍‍

Judges score each factor on a scale of 10, and the score is multiplied by a weightage and summed up to give the vehicle an overall score on a scale of 100.

Results of COM 2018:

WHAT'S NEX‍‍‍T?

In conjunction with the inaugural 2018 Cars of Malaysia, the teams of Autobuzz.my, EvoMalaysia.com, and Roda Pusing will be touring Peninsular Malaysia in a convoy consisting of a selection of cars from amongst the winners.

Through our numerous channels on various social media platforms, we will be rapidly updating our whereabouts throughout our entire journey, giving you plenty of opportunity to catch us, and join the convoy too, if you’d like!

This is a unique, unprecedented effort by a collaboration of multiple media titles to reach out and interact with our audiences. Fans and viewers of our respective channels will have the opportunity to not only meet the likes of Bobby, GC Mah, and Hisham, but also to personally engage and exchange opinions.

Through these initiatives, we hope to establish Cars of Malaysia as a car award that is a trusted and relevant evaluation benchmark to aid consumers in their car shopping.

Three of Malaysia’s most influential automotive titles – Autobuzz.my, EvoMalaysia.com, and Roda Pusing – join forces to bring you Cars of Malaysia – a car awards that is unprecedented in its execution and seek to be unrivalled in its relevance.

RECOGNITION BY

CON‍‍‍SENSUS‍‍‍

Motoring journalists exist for one purpose - to help people evaluate and make buying decisions for their next car. Early practitioners of this trade rely on the written word to get their message across, but research by Google tell us that at present, 90 percent of car buyers rely on video reviews to aid their decis‍‍‍ion-making process.

Following on that revelation, it then stands to reason that video reviews have suddenly assumed great relevance in the marketplace. This where the teams of Autobuzz.my, EvoMalaysia.com, and Roda Pusing enjoy great synergy with each other as being among the most active video-producing automotive media in the country.

Combined audience of the three channels exceed 1.5 million a month, making us among the most influential titles in the automotive media sphere. Together, these three now combine their efforts to present Cars of Malaysia, a unique three-party collaborative car award that seeks to recognize and reward the best cars one can buy brand new in the country.

RANK

TITLE

MONTHLY VIEWS

SUBSCRIBERS

VIEWERSHIP MARKET SHARE

1

Alexlovesmac

1,131,105

55,337

24.28%

2

Paul Tan

884,972

61,908 (May 2017)

18.99%

3

Bobby Ang

795,378

32,498

17.07%

4

Autobuzz

619,815

82,691

13.30%

5

Roda Pusing

379,748

38,641

8.15%

6

Kon Wai Luen

254,083

5,581

5.45%

7

Zerotohundred

154,674

9,403

3.32%

8

iGarage

114,529

13,889

2.46%

9

Carlist

93,973

6,448

2.02%

10

Pandu Laju

82,242

6,178

1.77%

11

Beng Lim

58,068

2,698

1.25%

12

Autophiles

34,012

1,200

0.73%

13

Funtasticko

15,384

1,196

0.33%

14

Carsifu

12,010

1,717

0.26%

15

Top Gear Malaysia

‍‍‍‍‍‍7,458

343

0.16%

TOTAL

4,637,451

‍‍‍45.44%‍‍‍

EVO + Autobuzz + Roda Pusing commands nearly half of market share for Malaysian car buyers

The Winners

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Scoring

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