Leading Auto Brands in Germany: A Q4 2024 Analysis

In the dynamic landscape of Germany's auto industry, three brands have emerged as frontrunners in Q4 2024, capturing significant monthly deduplicated audiences across their digital platforms. This article delves into the performance and trends of ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH, leveraging Sensor Tower's unparalleled data insights.

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

ADAC is renowned for its comprehensive automotive services, including roadside assistance and travel guidance. Its digital presence is marked by its website, adac.de, and the ADAC Drive: Tanken Laden Route app.

• Audience Trends: From Q3 to Q4 2024, adac.de experienced a gradual decline in unique visits, dropping from over 20M to around 15M by December. The monthly deduplicated audience also showed a decrease, maintaining a stable figure above 15M towards the end of the year.

• App Engagement: The app's monthly active users fluctuated, peaking at over 1.1M in October before settling at approximately 1M in December.

• Ad Spend & Channels: ADAC increased its monthly advertising spend significantly in December, reaching over $500K, with a notable rise in impressions to nearly 100M. Facebook and Instagram were major channels, with Facebook alone delivering over 60M impressions in December.

mobile.de GmbH

mobile.de is a leading online marketplace for buying and selling vehicles in Germany. Its digital strategy encompasses its website, mobile.de, and the mobile.de - car market app.

• Audience Trends: The website maintained a robust performance, with unique visits hovering around 10M monthly. The monthly deduplicated audience remained stable, consistently above 13M throughout Q4.

• App Engagement: The app's monthly active users slightly declined from over 5.5M in October to about 5M in December.

• Ad Spend & Channels: Monthly ad spend saw a significant increase, peaking at over $600K in December, with Facebook as the dominant channel, delivering over 100M impressions.

AutoScout24 GmbH

AutoScout24 is a prominent platform for buying and selling cars, offering a wide range of automotive services. Its presence is anchored by its website, autoscout24.de, and the AutoScout24: Buy & sell cars app.

• Audience Trends: The website showed steady growth in unique visits, reaching over 6M by December. The monthly deduplicated audience remained consistently above 7M.

• App Engagement: The app maintained a stable monthly active user base with active users hovering around 2M throughout the quarter.

• Ad Spend & Channels: December saw a surge in monthly ad spend to nearly $390K, with Facebook and Instagram as key channels, contributing to a significant increase in impressions.

Conclusion

The Q4 2024 analysis reveals distinct trends in the German auto sector, with ADAC, mobile.de, and AutoScout24 leading in digital engagement. These insights, powered by Sensor Tower, demonstrate the critical role of comprehensive cross-platform data in understanding market dynamics. Sensor Tower's offerings, such as Web Insights, Pathmatics, and App Performance Insights, provide unparalleled access to the detailed data necessary for strategic decision-making.

For more detailed insights, visit Sensor Tower's Web Insights and Pathmatics offerings.