Leading Auto Brands in Germany: Q4 2024 Analysis

Introduction

In the dynamic auto industry of Germany, several brands have distinguished themselves with a substantial digital presence. This article delves into the performance of three leading brands: ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH. Using Sensor Tower’s comprehensive data, we analyze their audience trends, app engagement, and advertising strategies from Q3 to Q4 2024. Sensor Tower’s unique cross-referencing capabilities provide unparalleled insights into these brands' cross-platform user behavior.

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

ADAC e.V. showcases its digital presence through its website, adac.de, and the ADAC Drive: Tanken Laden Route app.

• Audience Trends: From Q3 to Q4 2024, adac.de experienced a decline in visits, dropping from around 106M in September to 81M by December. The monthly deduplicated audience remained consistently above 15M throughout Q4, with web-only visitors dominating the audience.

• App Engagement: The ADAC Drive app saw fluctuating monthly active user numbers, peaking in October at approximately 169K before settling at 154K in December.

• Ad Spend & Channels: ADAC increased its monthly ad spend significantly in December, reaching over $500K with impressions nearing 100M. Facebook and Instagram were primary channels, with Facebook alone generating impressions above 60M in December.

mobile.de GmbH

mobile.de maintains a robust presence through its website, mobile.de, and the mobile.de - car market app.

• Audience Trends: The website consistently attracted a high volume of visits, with December visits reaching around 250M. The monthly deduplicated audience stayed above 14M, with a balanced distribution between web and app users.

• App Engagement: The app maintained a steady monthly active user base, with active users peaking in August at over 1M and slightly declining to 977K in December.

• Ad Spend & Channels: Monthly ad spend saw a significant increase in December, exceeding $600K, primarily through Facebook, which accounted for over 100M impressions.

AutoScout24 GmbH

AutoScout24's digital footprint includes its website, autoscout24.de, and the AutoScout24: Buy & sell cars app.

• Audience Trends: The website's unique visits remained stable, hovering around 5.8M in December. The monthly deduplicated audience consistently exceeded 7M, with a strong web presence complemented by app users.

• App Engagement: The app's monthly active users showed resilience, with a slight increase in December to approximately 657K, indicating stable mobile engagement.

• Ad Spend & Channels: Monthly ad spend peaked in December at nearly $388K, with Facebook and Instagram being the dominant channels, delivering impressions above 39M and 28M respectively.

Conclusion

ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH have demonstrated strong digital strategies in Germany's auto sector. With Sensor Tower's Web Insights, App Performance Insights, and Pathmatics data, these brands can effectively navigate the evolving digital landscape, leveraging insights to optimize their cross-platform presence. Sensor Tower remains a vital resource for understanding the intricacies of user behavior across web and mobile platforms.

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