Leading Auto Brands in Germany: Q1 2024 Analysis

In the dynamic landscape of Germany's automotive sector, three brands have emerged as leaders in digital presence and audience engagement. This article delves into the performance of ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH from Q4 2023 to Q1 2024, leveraging comprehensive data from Sensor Tower.

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

ADAC commands a strong digital footprint through its website, adac.de, and its app, ADAC Drive: Tanken Laden Route.

• Audience Trends: The website saw a notable increase in visits, peaking at over 94M in March 2024, up from 65M in December 2023. The monthly true audience also rose significantly, surpassing 16M in March. Web-only visitors consistently outnumbered app visitors, indicating a strong web presence.

• App Engagement: The app maintained a stable monthly active user base with around 1M users. While app engagement showed fluctuations, it remained an essential component of ADAC's digital strategy.

• Ad Spend & Channels: ADAC's monthly advertising spend decreased in Q1 2024, with March figures around $170K. Facebook was the dominant channel, delivering the majority of impressions, especially in March with over 24M.

mobile.de GmbH

mobile.de's digital ecosystem includes its website, mobile.de, and the mobile.de - car market app.

• Audience Trends: The website experienced a surge in visits, reaching over 120M in March 2024, up from 96M in December 2023. The monthly true audience also expanded, crossing 13M by March. The web platform significantly outperformed the app in terms of audience size.

• App Engagement: The app's monthly active users remained above 5.5M, showcasing consistent engagement and a strong mobile presence.

• Ad Spend & Channels: March saw a substantial increase in monthly ad spend, exceeding $500K, with a focus on YouTube, which delivered over 31M impressions.

AutoScout24 GmbH

AutoScout24 features prominently with its website, autoscout24.de, and the AutoScout24: Buy & sell cars app.

• Audience Trends: Website visits climbed to over 68M in March 2024. The monthly true audience remained stable, hovering just above 6.8M.

• App Engagement: The app saw a slight increase in monthly active users, nearing 2.3M by March, indicating a growing mobile footprint.

• Ad Spend & Channels: Monthly ad spend peaked in March at over $280K, with Facebook and Instagram being the primary channels, delivering significant impressions.

Conclusion

These brands exemplify the robust digital strategies shaping Germany's automotive industry, with distinct strengths across web and mobile platforms. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into cross-platform user behavior, enabling brands to make informed strategic decisions. Our consolidated data offers unique advantages for decision-makers seeking to optimize their digital strategies and maximize ROI.