Waymo, Google’s newly re-branded self-driving car offering, is off to a great start across earned media channels. Way to go Waymo!
Back in December, the “Google Self-Driving Car Project” became a subsidiary under parent Alphabet, Inc., and was renamed Waymo — a name derived from its mission of finding “a new way forward in mobility.” This clever branding that should help distinguish the amazing technology and innovation under-the-hood.
Let’s look at Waymo’s media trajectory.
* Media rating of 65. At 65, its media rating (0-100 comparative score of visibility) is down -3 points over the prior-month rating of 68, which was a 4-year high. However, its year-over-year increase is a whopping 51%. This all translates into surging media momentum, meaning month-over-month growth is outpacing yearly growth.
* Media rank of #3: In the very non-sexy-sounding Ground Transportation sector, the Waymo brand is ranked #3 behind Lyft and Uber. Kudos all around! In the Auto Brands sector, Waymo would be media-ranked #49. Wah wah wah …
* Media value of $140,048. Current month media value is very low, especially compared to Uber’s $53.3 million. Clearly greenfield opportunity for improvement as adoption of driverless cars (82 /+1) technology improves.
All in all an excellent media report card for Waymo! As a new brand under the Google umbrella, the success of the technology will be reflected in the growing media awareness and adoption by the broader automotive industry.
I’ll leave you with a comparison to Google Glass. With all due respect to its ground-breaking technology, the marketing and media hype surrounding the brand did not deliver. While the wearable technology trend is still quite prominent (81/+1), it’s showing signs of media fatigue with slowing year-over-year growth. There’s still some question as to whether Google Glass will find a receptive market, but in comparison to how Google is approaching driverless vehicles, the Waymo introduction seems way mo’ betta’.