Leading Auto Brands in Germany: Q1 2025 Overview

In Q1 2025, Germany's auto industry witnessed remarkable digital engagement across various platforms. This article examines the performance of key brands: ADAC e.V., mobile.de GmbH, and AutoScout24 GmbH. Leveraging Sensor Tower's comprehensive data, we explore web and app trends, audience engagement, and advertising strategies.

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

ADAC e.V. remains a powerhouse in the auto category with its website, adac.de, and the ADAC Drive: Tanken Laden Route app.

• Audience Trends: The website experienced fluctuations in visits, peaking in January 2025 with over 119M visits. Monthly true audience figures remained stable, hovering around 15M throughout the quarter. The web audience dominated, with web-only visitors consistently outnumbering app users.

• App Engagement: The app maintained a steady monthly active user base, with users ranging from around 950K to over 1M. This indicates a consistent interest in ADAC's mobile offerings.

• Ad Spend & Channels: ADAC's monthly advertising spend saw a decline from Q4 2024, with March 2025 spending at approximately $250K, primarily on Facebook and Instagram. Impressions followed a similar trend, with notable peaks in December 2024.

mobile.de GmbH

mobile.de demonstrates robust engagement via its website, mobile.de, and the mobile.de - car market app.

• Audience Trends: The website showed a steady increase in visits, reaching over 141M by March 2025. Monthly true audience numbers also grew, with a notable rise to over 16M in March. This growth was driven by both web and app users.

• App Engagement: The app's monthly active users increased to over 6M by March, reflecting a strong mobile presence and a growing user base.

• Ad Spend & Channels: Monthly advertising spend surged in March 2025 to approximately $790K, with Facebook and Instagram being the primary channels for impressions, highlighting a strategic focus on social media.

AutoScout24 GmbH

AutoScout24 continues to engage users through its website, autoscout24.de, and the AutoScout24: Buy & sell cars app.

• Audience Trends: The website visits peaked in January 2025 at over 80M, with monthly true audience numbers remaining stable above 7M. The web market showed dominance, though app engagement was significant.

• App Engagement: The app saw a rise in monthly active users, reaching approximately 2.4M by March, indicating a growing preference for mobile interaction.

• Ad Spend & Channels: AutoScout24's monthly ad spend remained consistent, with March 2025 spending at around $340K. Facebook and Instagram were key channels, providing substantial impressions.

Conclusion

The Q1 2025 data from Sensor Tower underscores the dynamic digital presence of Germany's leading auto brands. Each brand exhibited unique trends in web and app engagement, with strategic advertising efforts across multiple platforms. Sensor Tower's unparalleled insights offer a detailed view into these cross-platform behaviors, essential for understanding market dynamics in the auto industry. Our data provides decision-makers with the clarity needed to navigate and capitalize on these trends effectively.