Leading Auto Brands in Germany: Analyzing Q4 2023 Trends

Introduction

In the dynamic landscape of the automotive industry in Germany, several brands have distinguished themselves by attracting significant monthly deduplicated audiences across their websites and apps. In Q4 2023, ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH emerged as leaders in this category. Utilizing Sensor Tower's unparalleled insights, we delve into the performance and trends of these brands, highlighting their digital presence and advertising strategies.

ADAC e.V. (Allgemeinen Deutschen Automobil-Club)

ADAC e.V. maintains a robust digital presence with its website, adac.de, and the ADAC Drive: Tanken Laden Route app.

• Audience Trends: The monthly deduplicated audience remained stable, consistently above 14M throughout Q3 to Q4 2023. Notably, web traffic dominated with over 13M web-only visitors monthly, while app-only users hovered around 1M.

• App Engagement: The app experienced a gradual decline in monthly active users, from over 200K in July to just under 160K in December, indicating a shift in user preference towards web access.

• Ad Spend & Channels: ADAC's monthly advertising spend saw a significant peak in October, exceeding $550K, primarily driven by Facebook and Instagram channels. Desktop video advertising was notable in October, contributing to a spike in impressions.

mobile.de GmbH

mobile.de strengthens its market position through its website, mobile.de, and the mobile.de - car market app.

• Audience Trends: The website maintained a high level of engagement, with unique visits consistently above 9M. The true audience showed a slight decline towards December, with around 13M monthly deduplicated users.

• App Engagement: The app's monthly active users decreased from over 1M in July to approximately 950K by December, reflecting a slight decline in mobile engagement.

• Ad Spend & Channels: September marked a high in monthly ad spend, exceeding $1M, largely due to desktop video and YouTube channels, resulting in over 70M impressions.

AutoScout24 GmbH

AutoScout24 showcases its digital footprint via autoscout24.de and the AutoScout24: Buy & sell cars app.

• Audience Trends: The website saw a decline in unique visits from 5.7M in September to about 4.4M in December. The monthly deduplicated audience followed a similar trend, decreasing to approximately 6M by December.

• App Engagement: The app maintained stable engagement, with monthly active users fluctuating slightly around 700K throughout the quarter.

• Ad Spend & Channels: October was a peak period with monthly ad spend reaching $260K, driven by Facebook and Instagram, which delivered significant impressions.

Conclusion

In summary, Q4 2023 saw these leading automotive brands in Germany leveraging diverse digital strategies to capture and engage audiences. Sensor Tower's comprehensive data highlights the nuanced interplay between web and app platforms, offering unparalleled insights into cross-platform user behavior. This breadth of data is critical for brands aiming to optimize their digital presence and advertising efforts.

For further insights, Sensor Tower's Web Insights, App Performance Insights, and Pathmatics provide detailed analytics on audience trends, app engagement, and advertising strategies. These tools offer decision-makers a unique advantage in navigating the competitive digital landscape.