Latin NCAP Communications Report 2021

LATIN NCAP COMMUNICATIONS REPORT

2021

1

INTRODUCTION This report comprises the relevant information in terms of Latin NCAP Communications area, between 1 January and 31 December 2021.

1 INTRODUCTION

COMMUNICATIONS OBJECTIVES

MAIN TARGET AUDIENCES

To communicate Latin NCAP test results, achievements, progress and other relevant information from the region to all target audiences

Consumers

To promote discussion and dialogue spaces on the subject

Latin NCAP members

To develop a close relation with marketing departments of manufacturers, in order to promote the use of Latin NCAP stars and to avoid misuse of stars

Media

MAIN COMMUNICATIONS CHANNELS

Government authorities

Website

Manufacturers and brand representatives

Social Media

Road safety related organizations

Mobile app E-mailing Participation at Road Safety Congresses and Meetings Manufacturers Brand application Media appearances

2

ACTIVITIES REPORT

2 ACTIVITIES REPORT

A/

Presentation of Results In 2021 Latin NCAP did five presentations of new results with 11 models, all introduced in the last semester of the year.

AUGUST

DECEMBER

The Renault Duster, produced in Latin America and Romania, with double airbags and Electronic Stability Control (ESC) as standard, achieved zero stars. The Suzuki Swift made in India and Japan, with two airbags as standard achieved zero stars.

The Volkswagen Taos, produced in Argentina and Mexico, with 6 airbags and ESC as standard, is the first model to achieve 5 stars. The Taos was tested in frontal impact, side impact, pole impact, whiplash and pedestrian protection. The Fiat Argo/Cronos produced in Argentina and Brazil, with 2 frontal airbags and no standard ESC achieved zero stars.

OCTOBER The Toyota Yaris, produced in Brazil and Thailand, with double airbags and ESC as standard achieved one star. The Suzuki Baleno made in India with two airbags as standard achieved zero stars.

The Peugeot 208, manufactured in Argentina, with 2 frontal airbags, 2 side body airbags and ESC as standard equipment, achieved two stars. The Hyundai Tucson, manufactured in South Korea, with 2 frontal airbags as standard and no standard ESC achieved zero stars.

The Kia Sportage, manufactured in South Korea, with 2 frontal airbags as standard and no standard ESC was rated with zero stars. The Hyundai New Accent, manufactured in India and Mexico, with one frontal airbag as standard and no standard ESC was rated with zero stars. The Great Wall Wingle 5, manufactured in China, with two frontal airbags as standard and no standard ESC was rated with zero stars.

2 ACTIVITIES REPORT

RESULTS PHASE XII

*Volunteer Test

2

As part of the regular procedures, Latin NCAP has performed an audit test on the Toyota Yaris and Fiat Argo/Cronos published in 2019.

Latin NCAP tested the Toyota Yaris in 2019, manufactured in Brazil, it achieved four stars for adult occupant and four stars for child occupant protection. According to the requirements of the assessment protocols, Latin NCAP has the right to audit any sponsored test at any time. The result of the audit tests showed that in the side impact one of the doors opened and the passenger seat seatbelt reminder (SBR) was not properly detecting the passenger and therefore failing to warn about the seatbelt use. Consequently, the safety rating was recalculated and it resulted in a downgrade to three stars for adult occupant protection. The 2019 result was updated accordingly in Latin NCAP website.

Latin NCAP tested the Fiat Argo/Cronos in 2019, manufactured in Argentina and Brazil, achieving three stars for adult occupant and four stars for child occupant protection. The result of the audit tests showed that in the side impact the head of the adult recorded high values exceeding the allowed limit values leading to zero points in the head (red head) and zero stars for the result of this model. Consequently, the safety rating was recalculated and it resulted in a downgraded to zero stars for adult occupant protection. Data for 2019 was updated on the Latin NCAP website.

ACTIVITIES REPORT

Results Updates

2

Campaigns

Colombia

From November 27th to December 20th La Liga Contra La Violencia Vial, a road safety victims organisation from Colombia, launched the campaign #CarrosMasSeguros.

The aim of the campaign was: Empower citizens with tools and information that allow them to make informed decisions, based on evidence, about the vehicles in which they travel every day.

Create greater demand among direct and indirect vehicle consumers for better vehicle safety.

Promote the sense of protection in direct and indirect consumers (not only of passengers but of all the actors that interact).

The campaign had a high reach and used both traditional media (radio, television, street signs and events on public roads) and digital media (Facebook, Twitter, Instagram and YouTube). Reach in traditional media was over 12 million people and in digital media was over 10 million people.

ACTIVITIES REPORT

B/

#CarrosMasSeguros

2 ACTIVITIES REPORT

2

Mexico

In the last months of the year, November and December, el Poder de Consumidor y Refleacciona con Responsabilidad did an extension of the campaign launched in previous years, “¿Qué Tan Seguro Es Tu Auto?”.

The aim of the campaign was: To influence the consumer when buying a car To persuade car manufacturers to stop the production and sale of low-safety cars in Mexico The campaign had an excellent reach and used both traditional media (radio, television and billboards) and digital media (Facebook and YouTube). The total reach of the campaign was 13.3 million informed people.

The campaign had a high impact and their final evaluation is that approximately 40% will remember the campaign (45% State of Mexico (Valley of Mexico); 44% Mexico City; 38% Monterrey; 34% Guadalajara). It made 85% worry about their family's safety when traveling by car. It motivated 77% to find out more about the safety level of their car and 74% made them support actions so that the government prohibits the sale of low-safety cars in the country.

ACTIVITIES REPORT

Solo Ellos Resisten

2 ACTIVITIES REPORT

3

COMMUNICATION TOOLS

3 COMMUNICATION TOOLS

A/

Visits

Website During this year Latin NCAP website received over 900.000 visits.

Website content is being published in Spanish, Portuguese and English.

903.750

WEBSITE TRAFFIC DURING 2021 WAS A LIFETIME RECORD

2017 2018 2019 2020 2021

580.999 696.818 776.593 737.909

903.750

Top Geographies

14% Mexico

16%

Colombia

Top Geographies per 100.000 Habitants

#1 Uruguay

#2 Chile

#3 Colombia

#4 Ecuador

17% Brazil

#5 Argentina

Two of the four biggest markets (Argentina and Colombia) are being reached. The presentation of the results is of the utmost importance in order to generate impact in the different countries. Argentina, for example, in 2020 had not been in the top 5 since none of the crash tests presented were for that country specifically. In 2021, with specific results, Argentina was back in the Top 5.

15% Chile

8%

Argentina

3

69% 17%

SPANISH PORTUGUESE

13%

ENGLISH

Devices 68% 31%

MOBILE DESKTOP

1%

TABLET

As is a global trend, the mobile platform continues to grow, in 2021 it grew by 4% compared to last year. Work will continue to make the website more mobile friendly.

Sources 75% 12% 8% 4%

ORGANIC SEARCH DIRECT SOCIAL REFERRAL

COMMUNICATION TOOLS

Languages

3 COMMUNICATION TOOLS

B/

Social Media Tools In 2021, Latin NCAP’s Twitter followers increased considerably, it was the year when most followers were obtained. However, Latin NCAP maintain good engagement rate in all social media channels and also it was the year that Latin NCAP got more followers in all social media channels.

[Twitter] In 2021, Latin NCAP´s Twitter followers increased considerably, it was the year where most followers were obtained. This is mainly due to two factors, the first is the small investment that was made in each new presentation of results and also as Twitter is becoming the voice of consumers, being more active in demanding better safety in vehicles.

NEW FOLLOWERS LIFETIME RECORD

Followers

18.528/Beginning of period 28.459/End of period

3

Top Hashtags

!

54 FICVI

NEW

50 Global NCAP 32 Stop The Crash

!

#LatinNCAP #VehículosMásSeguros #StopTheCrash

25 El Poder del Consumidor NEW

#CarrosMaisSeguros

25 ANCOSEV

#NoMasAutosCeroEstrellas

5.798.304 IMPRESSIONS Engagement Rate

3,3% 2019

3,8% 2020

5,7% 2021

COMMUNICATION TOOLS

Top RT Users

3

74.403 impressions

5.574 interactions

7,5% engagement

#1

All three posts had very high engagement rate, higher than the engagement of the entire year. All three top posts were from the first presentations of results of the year, where the Renault Duster and Suzuki Swift were introduced. The bad outcome of both results caused huge impact on consumers. For the first time the post with more impressions was a post written in Portuguese.

30.412 2.859

9,4%

impressions interactions engagement

#1 https://twitter.com/LatinNCAP/status/1431262486972542979 #2 https://twitter.com/LatinNCAP/status/1431259701602365453 #3 https://twitter.com/LatinNCAP/status/1431269738055938050

#2

25.157 2.355

9,4%

impressions interactions engagement

#3

COMMUNICATION TOOLS

Top Organic Posts

3

275.778 impressions

#1

This year Latin NCAP invested a small amount in each presentation of result in Twitter, this made a huge difference regarding impressions, new followers and engagement rate. Twitter has become a powerful social media tool to interact with consumers.

245.126 impressions

#2

230.391 impressions

#3

COMMUNICATION TOOLS

Top Paid Posts

3 COMMUNICATION TOOLS

[Facebook] Despite having almost 13.000 new followers, Facebook was the only social media that didn´t increase the number of new followers as previous years. One of the main causes is the downward trend in the use of this social network worldwide.

Likes

Gender

168.084/ Beginning of period

92%

180.881/ End of period Languages 80% 15% 4%

SPANISH PORTUGUESE ENGLISH

8%

3

#1 Uruguay

#2

#3

Chile

Ecuador

#4 Argentina

COMMUNICATION TOOLS

Top Geographies

Top Geographies per 100.000 Habitants #5 Mexico

Two of the biggest markets (Argentina and Mexico) are being reached.

Focus will be done in Brazil and Colombia in order to generate more impact. Posts are being done in Spanish and Portuguese separately.

31%

10%

Colombia

Mexico

15% Brazil

Video Content

1.854.739 REPRODUCTIONS 20.574.593 REACH 23.739.612 IMPRESSIONS Engagement Rate by Reach

4,0% 2019

2,7% 2,6% 2020

2021

12% Chile

11%

Argentina

Despite the fact that the engagement rate is decreasing, and the reduction was noticeable from 2019 to 2020, still good conversation is generated in each post.

One of the reasons for the downgrade of the engagement rate is due to the global tendency of the public to use other social media channels.

3

398.179 impressions

6,1% engagement

#1

All three posts had very high engagement rate, higher to the engagement of the entire year.

270.358 impressions

#1 https://bit.ly/3u1RJRL #2 https://bit.ly/3GYfb69 #3 https://bit.ly/3KIwfPV

7,6%

engagement

#2

196.267 impressions

9,3%

engagement

#3

COMMUNICATION TOOLS

Top Organic Posts

3 COMMUNICATION TOOLS

Top Paid Posts

1.338.261 impressions

#1 1.326.489 impressions

#2

1.224.444 impressions

#3

3 COMMUNICATION TOOLS

[Instagram] Instagram has become in the last years a powerful social media tool for consumers. Consumers on Instagram are demanding for more safety and claim for answers from manufacturers, this generates good conversation in each post.

Followers

40.959/ End of period

29.300/ Beginning of period

Top Geographies per 100.000 Habitants

#1 Chile

#2 Argentina

#3 Colombia

#4 Brazil

NEW FOLLOWERS LIFETIME RECORD Gender

#5 Mexico

The four biggest markets (Brazil, Argentina, Mexico and Colombia) are being reached. Posts are being done together in Spanish and Portuguese.

94%

6%

3 COMMUNICATION TOOLS

Top Geographies

Top Hashtags #LatinNCAP #VehiculosMasSeguros

16%

8%

#CarrosMaisSeguros #NoMasAutosCeroEstrellas

Colombia

Mexico

31% Brazil

Engagement Rate

20%

11% Chile

18%

Argentina

10.040.526 IMPRESSIONS 9.065.019 REACH

2019

21% 2020

26% 2021

In the last months of 2021, with the presentations of new results, Latin NCAP had an increased in followers and good conversations are generated in each post. With each presentation of a bad result, the conversation generated in the posts are mainly from consumers demanding for better equipped vehicles or for more safety.

3

116.474 impressions

1,5% engagement

ORGANIC IMPRESSIONS

#1

LIFETIME RECORD

Consumers are outraged when a very well-selling vehicle performs poorly in the crash tests.

44.577

impressions

3,4%

engagement

#2

39.684

impressions

#1 https://www.instagram.com/tv/CXgoR7jpoKe/?utm_medium=copy_link #2 https://www.instagram.com/tv/CVkyNmagyhs/?utm_medium=copy_link #3 https://www.instagram.com/tv/CXBhemklMhw/?utm_medium=copy_link

4,9%

engagement

#3

COMMUNICATION TOOLS

Top Organic Posts

3 COMMUNICATION TOOLS

Top Paid Posts

654.543 impressions

#1 635.565 impressions

#1 https://www.instagram.com/p/CVk2wPfjcRV/#advertiser #2 https://www.instagram.com/p/CVk0apYDMEm/#advertiser #3 https://www.instagram.com/p/CXBnKFHj9PO/#advertiser

#2

609.278 impressions

#3

3

Despite having less models tested in 2021 than in other years (2019 for example), YouTube had a record year of views, subscriptions and hours watch.

LIFETIME RECORD

Views 2017 2018 2019 2020 2021

1.629.123 1.160.927 1.747.128 1.554.300

1.890.052

New Subscriptions 2017 2018 2019 2020 2021

7.161 9.600 11.193 7.200

11.648

Hours Watch Time 2017 2018 2019 2020 2021

37.900 26.500 39.100 31.600

41.987

With only 11 new cars tested and all of them in the second semester of the year (August, October and December) Latin NCAP channel had more views, hours watch and new subscriptions than in 2019 where 24 new cars were presented along the year.

COMMUNICATION TOOLS

[YouTube Channel]

3

#1

#2

Uruguay

Chile

#3

#4

Argentina

Colombia

#5 Ecuador

Two of the four biggest markets (Argentina and Colombia) are being reached.

Engagement Rate

1,5% 2019

1,8% 2020

COMMUNICATION TOOLS

Top Geographies

Top Geographies per 100.000 Habitants

8%

15%

Colombia

Mexico

17% Brazil

11%

2,2%

Chile

8%

Argentina

2021

10% India

Latin NCAP keeps incrementing in engagement, good conversation is generated in each video.

Sources 49% 12% 11% 23%

LINKS OUTSIDE YOUTUBE GOOGLE SEARCH LATIN NCAP´S WEBSITE YOUTUBE SEARCH

ORGANIC IMPRESSIONS

LIFETIME RECORD

10.174.906

3

Renault Duster + 2 Airbags

255.487 views

1,6% engagement rate

#1

Suzuki Baleno + 2 Airbags

155.513 views

2,2%

#2

engagement rate

#2 https://youtu.be/YNIX55FUN9c

Nissan Tsuru / Sentra B13 - No Airbags

89.603 views

2,7%

engagement rate

#1 https://www.youtube.com/watch?v=NIR0263KWfc

For the third year in a row, the top viewed videos correspond to crash test results introduced in the same year. These two results were introduced in the second semester of the year (August and October), demonsrating the high impact the results had in a short period of time. Of the 11th new results introduced in 2021, 7 of them are in the top 10 of the most viewed videos of the year.

The video of the Renault Duster is the most viewed video of a car presented in the same year.

#3 https://www.youtube.com/watch?v=K4h7l8DWyw8

#3

COMMUNICATION TOOLS

Top Videos

3

Mobile App

TOTAL DOWNLOADS

The lack of new results throughout the year significantly affects the use of the app and its eventual uninstallation since the user interacts less with it. The evolution of this will be evaluated with a year like 2022 where more flow of new results scattered throughout the year is expected.

Colombia

#2 Mexico

#3 Chile

#4

#5

Brazil

Ecuador

Top Geographies per 100.000 Habitants

#1 Uruguay

#2 Chile

2021 DOWNLOADS

6.494

12.389

117

5.221

Top Geographies

Top Geographies

#1

18.883

#3 Colombia

#4 Ecuador

#1 Colombia

#2 Mexico

#3 Chile

#4

#5

Brazil

Uruguay

Top Geographies per 100.000 Habitants #5

Peru

Of the four largest markets, only Colombia is being reached.

Greater focus will be done on Argentina, Brazil and Mexico to generate more impact.

#1 Uruguay

#2 Chile

#3 Colombia

#4 Ecuador

#5 Mexico

Two of the four biggest markets (Mexico and Colombia) are being reached. Focus will be done in Argentina and Brazil in 2022 in order to generate more impact.

COMMUNICATION TOOLS

C/

4

BRAND APPLICATION

4 BRAND APPLICATION

MEXICO Volkswagen Taos

BRAZIL

Volkswagen T-Cross

Volkswagen Taos

Volkswagen Jetta Volkswagen Tiguan Volkswagen Virtus ARGENTINA

ECUADOR

Volkswagen Taos

Toyota Hilux

PERU Toyota Hilux Toyota Fortuner Toyota Rav4 Toyota Etios Toyota Yaris

URUGUAY Chevrolet New Onix Seat Ateca Seat Tarraco Volkswagen Taos

During 2021 Latin NCAP launched the first five stars results under the latest protocol, the Volkswagen Taos. In some countries from the region the model was launched with this achievement and Brazil produced a sticker to place in the rear window.

Also, manufacturers still use Latin NCAP results of past years.

4 BRAND APPLICATION

4 BRAND APPLICATION

4 BRAND APPLICATION

4 BRAND APPLICATION

4 BRAND APPLICATION

This year's results generated a great impact on consumers, who began to demand better safety and better equipped vehicles. Manufacturers, unlike other years, began to respond to consumers on different social networks.

COLOMBIA

MEXICO

CHILE

BRAZIL

4

As Volkswagen Uruguay did two years ago, Volkswagen Mexico developed a safety campaign focused on the results achieved by all the models sold with top results in Latin NCAP programme. The campaign ran in television and digital advertising (social media and main media outlets). The campaign in social media (Twitter, Facebook and Instagram) obtained in total 305.986 reach.

BRAND APPLICATION

Volkswagen Mexico Campaign

4 BRAND APPLICATION

5

MEDIA RELATIONS

5 MEDIA RELATIONS

Although there were few publications, during 2021 Latin NCAP achieved constant media impact throughout the region with the new protocol. The programme got vast international coverage of some of the most important media outlets worldwide.

5 MEDIA RELATIONS

5 MEDIA RELATIONS

5 MEDIA RELATIONS

5 MEDIA RELATIONS

5 MEDIA RELATIONS

Further information: www.latinncap.com

@latinncap

Vehiculosmasseguros

@latinncap