Companion to the Commercial Impact slide (https://mbr-motor-2026-06.pages.dev/slide). All figures from the June pulls (HYDRA organic + Google Search Console + Otterly). Organic sessions fold Discover into organic, consistent with the dashboard.
"Year on year the franchise is healthy: organic sessions and leads are both up in all three markets. June softened month on month, which it does every summer. The growth is increasingly carried by Google Discover, so we are reporting web and Discover separately to keep the underlying trend honest."
1. Commercial impact. All three markets are up YoY on sessions (Otomoto +11.6%, Autovit +17.2%, Standvirtual +36.3%) and up on leads (Standvirtual +48.4%, Otomoto +19.9%, Autovit +6.2%). Leads outpacing sessions in PL and PT means we are capturing demand more efficiently, not just more traffic.
2. The month-on-month step down is seasonal. Sessions ease from May to June every year (2025 was Otomoto -7.9%, Autovit -7.6%, Standvirtual -4.9%). This June is a bit steeper (Otomoto -15.4%, Autovit -9.5%, Standvirtual -10.0%), but rankings and web positions held, so this reads as summer demand easing, not a visibility loss.
3. The honest nuance (say this before anyone asks). The YoY growth is carried by Google Discover. Web search clicks are actually down year on year in all three markets (Otomoto -15.5%, Autovit -8.9%, Standvirtual -6.1%). Discover, which scaled from near zero in mid 2025, now adds 4.7M clicks a month for Otomoto (0.7M Standvirtual, 0.6M Autovit) and more than offsets the web decline in the blended view. So "sessions +11.6%" is real traffic, but it leans on a channel Google controls.
4. Page types confirm the story. Ad-detail (offer) pages surged YoY (Otomoto +348%, Autovit +426%, Standvirtual +514%) because that is where Discover sends people. Category and listing pages, our classic web-search surface, are down YoY (Otomoto -27%, Autovit -13%, Standvirtual -11%). Same message: Discover up, web search softening.
5. AI visibility is a genuine win. We are #1 in AI Share of Voice in all three markets and each gained a point in June (Otomoto 41%, Autovit 40%, Standvirtual 30%, Otterly). As buyers start their research inside AI assistants, our brands lead the answer.
6. Next 30 days (the ask). The scoped work is ready (Discovery Experience taxonomy, epic CARS-90209; Leasing pack, 22 tickets). The gating step is product-team capacity: we need these tickets placed on product roadmaps to unlock delivery. Alongside that: land the quick wins, scope Top-of-Funnel and editorial into Q3, watch Autovit lead conversion, and protect the base ahead of a tougher H2 Discover comparison.
Q: You say sessions are up 11.6% but web is down 15.5%. Which is true? Both. They measure different things. Sessions include everyone who lands from Google, and that now includes Google Discover. Web search clicks are the classic "someone searched and clicked" number, and that is down. Discover more than fills the gap, so total sessions are up. We show both on purpose so the growth is not mistaken for pure web-search strength.
Q: Is the June drop a problem? No. It is seasonal summer easing that happens every year, and it is in volume, not visibility. Our rankings and positions held. The YoY picture, which strips out seasonality, is positive across the board.
Q: How exposed are we to Google and to Discover specifically? Discover is a real, large, free channel, but it is at Google's algorithmic discretion and we cannot steer it directly. That is exactly why we report it separately and why the plan prioritizes the controllable channel, web search, plus AI visibility where we already lead.
Q: Will this YoY growth continue in the second half? The comparison gets harder from July. Discover scaled during the second half of 2025, so from now on we are lapping months that already had Discover in them. A flat Discover month in H2 would show as a YoY decline even if nothing got worse. We are flagging this now so the H2 optics are not a surprise.
Q: Why is Autovit's lead growth only +2% when sessions are up 17%? Romania is capturing the traffic but not converting it at the same rate as Poland and Portugal. It is on our watch list; the next step is to look at the RO conversion path rather than assume the traffic is low quality.
Q: How do we compare to competitors? On AI Share of Voice we are #1 in every market and gaining. Our nearest challenger in each market is the OLX horizontal, then a local player. The one soft spot is comparison-style queries, where a v2 prompt set is planned to close the gap.
Q: What do you need from leadership? Product-team prioritization. The SEO work for the roadmap is scoped and ready (Discovery + Leasing), but there is no dedicated delivery capacity committed yet, and Top-of-Funnel OKRs are still outside the pipeline. Getting these tickets onto product roadmaps is the single biggest unlock.
Q: What is the risk if we do nothing? Web search, the channel we control, keeps softening while we lean harder on a Google-controlled channel that laps a tough comp in H2. Acting now on the scoped web and Top-of-Funnel work protects the base before that comparison tightens.
| Metric | Otomoto | Standvirtual | Autovit |
|---|---|---|---|
| Organic sessions | 13.05M | 1.64M | 1.76M |
| Sessions YoY | +11.6% | +36.3% | +17.2% |
| Sessions MoM | -15.4% | -10.0% | -9.5% |
| Leads YoY | +19.9% | +48.4% | +6.2% |
| GSC web clicks YoY | -15.5% | -6.1% | -8.9% |
| Discover clicks / mo | 4.68M | 0.72M | 0.61M |
| AI Share of Voice | 41% (+1pp) | 30% (+1pp) | 40% (+1pp) |
Rankings held; GSC web tracks HYDRA sessions within ~1.0 to 1.15x (cross-check on slide).