Key stat: Toyota Group drew 9.2 million unique US visitors in April, edging Ford's 9.0 million in a near dead heat for the largest auto-manufacturer audience, according to a June report from Comscore.

Beyond the chart:

• The visitors landing on these sites rarely shop just one brand. Some 44% of consumers want to use AI to compare multiple vehicles side by side, the top AI use case for car buying, according to CarGurus and NielsenIQ.
• Meanwhile, that discovery traffic is increasingly up for grabs. Amazon expanded its Amazon Autos program to Kia, Mazda, Subaru, Chevrolet, and Jeep across more than 130 US cities, positioning itself as the place car research starts before shoppers ever reach a brand's own site.

Use this chart: Drop this into automotive account reviews to benchmark a brand's share of digital audience against its sales rank. Show it to a client debating media weight to prove the top two brands sit in a statistical tie, so trailing brands need sharper targeting to close the gap.

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