Leading Auto Brands in Germany: Q3 2023 Analysis

Introduction

In Q3 2023, Germany's auto industry experienced significant digital engagement across leading brands. This article examines the performance of three major players: ADAC e.V. (Allgemeinen Deutschen Automobil-Club), mobile.de GmbH, and AutoScout24 GmbH. Leveraging Sensor Tower's comprehensive data, we explore audience trends, app engagement, and advertising strategies. Sensor Tower's unique ability to integrate web, app, and advertising data provides unparalleled insights into cross-platform user behavior.

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

ADAC is renowned for its extensive support services for motorists and its strong digital presence, including its website, adac.de, and the ADAC Drive: Tanken Laden Route app.

• Audience Trends: From Q2 to Q3 2023, adac.de maintained stable traffic, with visits peaking in August at over 80M. The monthly true audience consistently remained above 14M, highlighting robust engagement across both web and app platforms.

• App Engagement: The ADAC Drive app experienced fluctuations in monthly active users, reaching over 1.3M in the summer months before settling at approximately 1.2M in September.

• Ad Spend & Channels: ADAC's monthly advertising spend saw a notable increase in August, exceeding $280K, primarily focused on Facebook, which delivered significant impressions.

mobile.de GmbH

mobile.de is Germany's largest online vehicle marketplace, known for its extensive listings and user-friendly platform, encompassing the mobile.de website and the mobile.de - car market app.

• Audience Trends: The website consistently attracted high traffic, with visits surpassing 113M in June. The monthly true audience remained robust, hovering around 12M.

• App Engagement: The app maintained strong user engagement, with monthly active users peaking above 5.9M in June before a slight decrease by September.

• Ad Spend & Channels: September witnessed a dramatic increase in monthly ad spend, surpassing $1.1M, with desktop video and YouTube channels driving substantial impressions.

AutoScout24 GmbH

AutoScout24 is a leading digital marketplace for new and used cars, offering comprehensive services through autoscout24.de and the AutoScout24: Buy & sell cars app.

• Audience Trends: The website experienced fluctuating traffic, with a notable dip in September to around 49M visits. Monthly true audience figures remained stable, averaging around 7.5M.

• App Engagement: The app's monthly active user base was relatively stable, maintaining around 2.2M users throughout Q3.

• Ad Spend & Channels: April saw the highest monthly ad spend at over $425K, with Facebook and YouTube as primary channels. September marked a resurgence in ad activity, focusing on Instagram and TikTok.

Conclusion

The digital landscape for Germany's leading auto brands in Q3 2023 showcased diverse strategies and engagement trends. ADAC, mobile.de, and AutoScout24 each demonstrated unique strengths across web and app platforms. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these evolving digital behaviors, underscoring the importance of cross-platform analysis in understanding market dynamics. This data-driven approach empowers decision-makers to optimize strategies and enhance market positioning.