Automotive Industry in Germany
Research Intelligence

Leaders of the Automotive Industry in Germany – Volkswagen, Mercedes, Tesla and more

by Paloma Bernard , Field Marketing Senior Manager, Similarweb 2 Min.
December 18, 2019 | Updated June 22, 2022
  • It’s a fact, Germany is an automotive nation: Top five players amongst the 15 most popular automotive sites are German and account for half of the traffic sent to the category
  • We also notice lower bounce rates on vehicle brands’ sites in Germany compared to the rest of the world
  • Tesla’s recent Germany factory announcement resulted in a spike of over +120% traffic on its website in November compared to the month prior

Similarweb has analyzed the top websites from Similarweb’s Vehicles – Makes and Models Category. The list of the top 15 automotive sites in Germany offers valuable insights into the market trends and performances of key players in the automotive industry in Germany.

Market Overview

Five players: Audi, BMW, Mercedes, Opel and Volkswagen account for 52% of the total traffic sent to the top 15 automotive sites in Germany. Except for Opel, all four players show impressively low bounce rates. You can notice that the average bounce rate for sites from the Vehicles – Makes and Models Category is 4 points lower in Germany compared to the industry average worldwide. Click on the image below to view it in fullscreen.

Leaders of the Automotive Industry in Germany - Volkswagen, Mercedes, Tesla and more

Most efficient traffic sources

German automotive brands sites receive a fair split between Mobile (52%) and Desktop (48%) traffic. As far as traffic sources are concerned, nearly 40% of visits to the top Automotive Brands in Germany come from a browser search, implying loyal consumers. Search, which accounts for 48% of the traffic to these sites, is mostly branded, due to market players’ strong brand awareness. Display Ad accounts for 6% of the category’s total incoming traffic: this channel is increasingly becoming a major tool for automotive sites, with a +42% increase in  Jan – Nov 2019 compared to last year.

Tesla a Player to Watch

“In November, Tesla’s CEO Elon Musk revealed plans to construct a new ‘Gigafactory 4’ vehicle production facility in Germany” reports Forbes. Not included in this ranking but experiencing major growth in Germany, Tesla is a competitor to look out for! The website has experienced a +48% traffic increase between January and November 2019, compared to the year prior; its owner’s announcement also created a spike in traffic of 129% in November compared to October.


Find out about the online performances of the main players of the automotive industry in our latest ranking: Download the pdf here


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