Leading Auto Brands in the US: Q1 2025 Performance Overview

Introduction

In Q1 2025, the auto industry experienced dynamic shifts in digital engagement among leading brands. Leveraging Sensor Tower's comprehensive data—encompassing web, app, and advertising insights—we provide an in-depth analysis of how top brands like Toyota, CARFAX, and CarGurus LLC performed. This analysis of trends from Q4 2024 to Q1 2025 offers a clear view of cross-platform user behavior.

Toyota

Toyota's digital presence is robust, featuring its website, toyota.com, and the Toyota app.

• Audience Trends: From Q4 2024 to Q1 2025, toyota.com maintained a stable monthly audience, with visits peaking at over 69M in December. The monthly deduplicated audience consistently exceeded 10M throughout the quarter, with the web platform attracting more visitors compared to the app.

• App Engagement: The Toyota app recorded a steady increase in monthly active users, reaching nearly 3.5M by March 2025, indicating a growing preference for mobile engagement.

• Ad Spend & Channels: Toyota's monthly ad spend fluctuated, with a notable increase in March 2025, totaling over $19M. OTT and Facebook channels were significant contributors to impressions.

CARFAX

CARFAX shows a strong digital footprint with its website, carfax.com, and the CARFAX - Shop New & Used Cars app.

• Audience Trends: The site experienced consistent monthly traffic, peaking at over 111M visits in January 2025. The true monthly audience remained above 8.7M, with the web platform dominating over the app.

• App Engagement: The CARFAX app observed a gradual increase in monthly active users, reaching approximately 285K by March 2025.

• Ad Spend & Channels: CARFAX's monthly ad spend showed variability, peaking in December 2024 at around $3.5M. OTT and Facebook were key channels, delivering substantial impressions.

CarGurus LLC

CarGurus LLC's digital strategy is centered around its website, cargurus.com, and the CarGurus: Used & New Cars app.

• Audience Trends: cargurus.com saw a significant rise in monthly visits, reaching nearly 93M in March 2025. The monthly deduplicated audience exceeded 9.6M, with web traffic leading over app engagement.

• App Engagement: The CarGurus app's monthly active users increased steadily, surpassing 960K by March 2025, highlighting a strong mobile presence.

• Ad Spend & Channels: CarGurus' monthly ad expenditure peaked in January 2025 at over $1.6M, with OTT and Facebook channels driving major impressions.

Conclusion

The Q1 2025 data reveals robust digital engagement across leading auto brands, with web platforms generally attracting larger audiences than apps. Toyota, CARFAX, and CarGurus LLC have demonstrated strategic monthly ad spending to enhance their digital presence. Sensor Tower’s unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these trends, underscoring the importance of cross-platform analysis in understanding user behavior. These insights are invaluable for decision-makers seeking to navigate and succeed in the evolving digital landscape.