Leading Auto Brands in the United States: Q2 2024 Performance Overview

In the highly competitive auto market, brands are leveraging both digital platforms and advertising channels to capture consumer interest. This article delves into the Q2 2024 performance of three leading brands in the United States: Toyota, CarGurus LLC, and CarMax. Utilizing comprehensive data provided by Sensor Tower, we highlight audience trends, app engagement, and advertising strategies.

Toyota

Toyota continues to be a powerhouse in the auto category, with significant digital engagement across its platforms.

• Audience Trends: Toyota's website, toyota.com, experienced a steady increase in visits from 68M in March to over 73M by June. The monthly true audience remained consistently above 12M in Q2, with a notable blend of web and app users.

• App Engagement: The Toyota app saw an increase in monthly active users, peaking at over 2.5M in June, reflecting a growing preference for mobile experiences.

• Ad Spend & Channels: Toyota ramped up its advertising efforts, with monthly ad spend exceeding $16M in June. OTT (Over-the-top media service) and Instagram were the primary channels, delivering substantial impressions.

CarGurus LLC

CarGurus LLC showed dynamic performance through its website and app, maintaining a strong presence in the auto market.

• Audience Trends: cargurus.com saw a significant rise in visits, crossing 148M in June. The monthly true audience fluctuated, peaking at over 12M in May.

• App Engagement: The CarGurus: Used & New Cars app maintained a stable monthly active user base, with users around 1.6M by June.

• Ad Spend & Channels: The company reduced its monthly ad spend over the quarter, concluding with approximately $1.1M in June, focusing primarily on Facebook and OTT channels.

CarMax

CarMax demonstrated robust digital engagement, especially through its website.

• Audience Trends: carmax.com maintained steady visits, averaging around 88M in Q2. The monthly true audience remained stable, with numbers hovering around 9M in June.

• App Engagement: The CarMax app showed consistent usage, with monthly active users slightly above 750K throughout the quarter.

• Ad Spend & Channels: CarMax's monthly ad spend declined, ending at approximately $2.3M in June, with a strong emphasis on OTT and Instagram channels.

Conclusion

The auto market in the United States remains highly dynamic, with brands like Toyota, CarGurus LLC, and CarMax leveraging digital platforms and strategic advertising to engage consumers effectively. Sensor Tower's unparalleled data insights offer a comprehensive view of audience behavior, app engagement, and advertising impact, critical for understanding market trends and making informed decisions.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics products.