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You are here: Home / Platforms / Facebook Timeline Designs of 15 Automotive Brands — A Track Test

Facebook Timeline Designs of 15 Automotive Brands — A Track Test

by Matt Fields

Ford Facebook Timeline Cover WTFToday we’re going to look at fifteen of the leading automotive brands from around the world, taking their Facebook Timeline designs for a track test in order to better understand how to effectively use Facebook Timeline for your brand.

Keep reading to find out why product porn pics reign supreme, and why one automotive brand has left us totally perplexed, leaving us with one simple question… WTF?

Ranking by Number of Likes

Before we get to the track test, let’s see how the major automotive brands stack up in terms of the number of likes that they have built up on Facebook:

European

  • BMW – 9.65M
  • Ferrari – 7.94M
  • Audi – 5.5M
  • Porsche – 3.56M
  • Lamborghini 3.19M
  • Aston Martin – 1.58M

Domestic

  • Ford – 1.45M
  • Dodge – 1.24M
  • GM – 366k

Asian

  • Honda – 2.M
  • Toyota – 98k
  • Nissan – 88k
  • Subaru – 497k
  • Hyundai – 324k

European Cars

BMW

BMW Facebook Timeline Cover

View BMW’s Facebook Page

Ferrari

Ferrari Facebook Timeline Cover

View Ferrari’s Facebook Page

Audi

Audi Facebook Timeline Cover

View Audi’s Facebook Page

Porsche

Porsche Facebook Timeline Cover

View Porsche’s Facebook Page

Vokswagen

Volkswagen Facebook Timeline Cover

View Volkswagen’s Facebook Page

Lamborghini

Lamborghini Facebook Timeline Cover

View Lamborghini’s Facebook Page

Aston Martin

Aston Martin Facebook Timeline Cover

View Aston Martin’s Facebook Page

Domestic

Ford

Ford Facebook Timeline Cover

View Ford’s Facebook Page

Dodge

Dodge Facebook Timeline Cover

View Dodge’s Facebook Page

GM

GM Facebook Timeline Cover

View General Motors’s Facebook Page

Asian

Honda

Honda Facebook Timeline Cover

View Honda’s Facebook Page

Toyota

Toyota Facebook Timeline Cover

View Toyota’s Facebook Page

Nissan

Nissan Facebook Timeline Cover

View Nissan’s Facebook Page

Subaru

Subaru Facebook Timeline Cover

View Subaru’s Facebook Page

Hyundai

Hyundai Facebook Timeline Covers

View Hyundai’s Facebook Page

Product Porn Wins

When examining the Facebook Timeline cover designs for these automotive brands, you’ll notice that almost all of them use some form of product porn.

For those who are not familiar with the term, product porn is the glamorous and visually spectacular display of a product. It is used across a variety of product categories as a means to captivate the attention of consumers, drive engagement and build brand loyalty.

Targeted Consumer Product Porn

One cover photo strategy you’ll notice above is the use of a variation of product porn that trades glamour for communicating purpose and connecting with target consumers. The Subaru cover photo is a great example of this approach. By showing an attractive photo of their car in an outdoor setting with a young, adventurous couple, they are not only showing off their car, but also communicating the intended audience for their car.

User-Generated Product Porn

Honda has taken a strategy of combining user-generated content to connect with a variety of target market segments that highlight their cars in a product porn fashion. This hybrid approach is a great way to connect with fans of your brand, show them you care and give them a reason to act as a brand champion, sharing your Facebook page with their friends.

Instead of just showing off one picture, Honda shows a collage of targeted consumer product porn. This not only helps to motivate other fans to submit their product porn, it’s also one of the most effective ways to influence purchasing decisions.

Perplexing Product Porn

We really didn’t understand what Ford was thinking when it chose the product porn of a corporate office building with foreign flags for its Facebook Timeline cover photo. Was Ford abandoning the US market? We could only conclude that either someone was lazy and took a picture on their way in to work, or that Ford feels the best thing for their brand is to remind people that they are a multinational corporation now, and not a good ol’ American company.

One can’t help but wonder what Ford is trying to communicate to consumer when they choose a photo showing flags from Israel, Japan, Kuwait, Mexico, and Great Britain –  and only 25% of the base of the American flag.

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