Leading Auto Brands in Q2 2024: A Sensor Tower Analysis

Introduction

In the dynamic landscape of the U.S. auto industry, digital presence has become a pivotal indicator of brand influence. This article delves into the performance of leading brands in Q2 2024, with a spotlight on Toyota, CarGurus LLC, and CarMax. Utilizing Sensor Tower’s unparalleled data capabilities, we assess website and app engagement, alongside advertising trends, to provide a comprehensive view of cross-platform user behavior.

Toyota

Toyota, a leader in automotive innovation, is renowned for its commitment to quality and sustainability. Its digital presence is epitomized by its website, toyota.com, and the Toyota app.

• Audience Trends: From Q1 to Q2, Toyota’s website consistently attracted over 70M monthly visits, with unique visits peaking at 11M in April. The monthly deduplicated audience remained stable, surpassing 12M in June.

• App Engagement: The Toyota app experienced a steady monthly active user base, reaching over 3.1M by June, underscoring a robust mobile market presence.

• Ad Spend & Channels: Toyota’s monthly advertising expenditure surged past $20M in June, with OTT channels delivering substantial impressions, emphasizing the strategic importance of OTT.

CarGurus LLC

CarGurus, known for its innovative online automotive marketplace, maintains a strong digital footprint through its website, cargurus.com, and the CarGurus: Used & New Cars app.

• Audience Trends: The website witnessed an impressive rise in visits, peaking at over 135M monthly in June. Unique visits and the deduplicated audience consistently exceeded 10M.

• App Engagement: The app maintained a steady monthly active user base, with users hovering around 840K throughout Q2.

• Ad Spend & Channels: CarGurus optimized its monthly ad spend, which decreased to approximately $1.1M in June, with significant impressions through OTT and Facebook.

CarMax

CarMax, a pioneer in used car retail, focuses on providing a seamless customer experience through its website, carmax.com, and the CarMax: Used Cars for Sale app.

• Audience Trends: Website visits remained robust, surpassing 87M monthly in June, with a deduplicated audience consistently above 8M.

• App Engagement: The app’s monthly active user base stayed steady at around 230K.

• Ad Spend & Channels: CarMax’s monthly advertising expenditure decreased to about $2.3M in June, with a strategic focus on OTT for maximum impressions.

Conclusion

The analysis of Q2 2024 underscores how Toyota, CarGurus LLC, and CarMax effectively leverage their digital platforms. Sensor Tower’s data provides critical insights into these brands’ cross-platform dynamics, highlighting varied strategies in web and app engagement, as well as advertising. For more detailed insights into web and app performance, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics offerings.

By utilizing Sensor Tower’s comprehensive data, decision-makers can gain a competitive edge, ensuring strategic alignment with market trends and consumer behavior.