A data profile of the people who buy, follow and care about Fiat in Brazil — modelled from more than twelve digital signal sources. Fiat has an estimated audience of 9,276,656 people in Brazil.
The average Fiat fan in Brazil is 41.6 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include WebMotors, Volkswagen, Honda, with strongest over-indexing on WebMotors (2.96× the country average).
Demographically, the Fiat audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as DIY Mentality, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Fiat fan in Brazil is balanced, around 41.6 years old, with strong DIY Mentality tendencies and a notable affinity for WebMotors.
The key figures that characterise the Fiat profile in Brazil.
48.2% are female, 51.8% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 48.2% |
| Male | 51.8% |
| Average age | 41.6 |
| Estimated audience size | 9,276,656 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 24% |
of the worldwide Fiat audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 17.3% |
| Italy | 14.7% |
| United States | 7.2% |
Where the Fiat audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Mato Grosso | ~200K | 1.36× | |
| 02 | Maranhão | ~300K | 1.35× | |
| 03 | Piauí | ~200K | 1.32× | |
| 04 | Rondônia | ~100K | 1.26× | |
| 05 | Minas Gerais | ~1M | 1.15× | |
| 06 | Mato Grosso do Sul | ~200K | 1.15× | |
| 07 | Espírito Santo | ~200K | 1.13× | |
| 08 | Acre | ~40K | 1.11× | |
| 09 | Tocantins | ~70K | 1.10× | |
| 10 | Alagoas | ~100K | 1.07× | |
| 11 | Pernambuco | ~400K | 1.02× | |
| 12 | Rio Grande do Sul | ~500K | 0.98× | |
| 13 | Pará | ~300K | 0.98× | |
| 14 | Paraíba | ~200K | 0.98× | |
| 15 | Sergipe | ~90K | 0.97× | |
| 16 | Amapá | ~30K | 0.94× | |
| 17 | Santa Catarina | ~400K | 0.92× | |
| 18 | Goiás | ~300K | 0.92× | |
| 19 | Bahia | ~600K | 0.91× | |
| 20 | Federal District | ~100K | 0.90× | |
| 21 | Rio Grande do Norte | ~100K | 0.88× | |
| 22 | Ceará | ~400K | 0.87× | |
| 23 | Roraima | ~20K | 0.81× | |
| 24 | Paraná | ~500K | 0.80× | |
| 25 | Rio de Janeiro | ~700K | 0.78× | |
| 26 | São Paulo | ~1.5M | 0.70× | |
| 27 | Amazonas | ~100K | 0.64× |
The strongest cross-interests of the Fiat audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | WebMotors | Cars & Mobility | 2.96× | ||
| 02 | iCarros | Cars & Mobility | 2.73× | ||
| 03 | Renault | Cars & Mobility | 2.71× | ||
| 04 | Peugeot | Cars & Mobility | 2.52× | ||
| 05 | Hyundai | Cars & Mobility | 2.51× | ||
| 06 | Peugeot 208 | Cars & Mobility | 2.48× | ||
| 07 | Citroën | Cars & Mobility | 2.42× | ||
| 08 | Nissan | Cars & Mobility | 2.33× | ||
| 09 | Quatro Rodas | Cars & Mobility | 2.27× | ||
| 10 | Toyota | Cars & Mobility | 2.13× | ||
| 11 | Volkswagen | Cars & Mobility | 2.12× | ||
| 12 | Honda | Cars & Mobility | 1.96× | ||
| 13 | Ford Ka | Cars & Mobility | 1.93× | ||
| 14 | BMW | Cars & Mobility | 1.79× | ||
| 15 | Car rentals | Cars & Mobility | 1.78× | ||
| 16 | Porsche | Cars & Mobility | 1.77× | ||
| 17 | Yamaha Motor Company | Cars & Mobility | 1.72× | ||
| 18 | Localiza | Cars & Mobility | 1.60× | ||
| 19 | Tractor | Cars & Mobility | 1.57× | ||
| 20 | SUVs | Cars & Mobility | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.36× | |
| Need for Security | CONSERVATISM | 1.24× | |
| Risk Appetite | THRILL | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.75× | |
| Early Adopter Mentality | POWER | 0.76× | |
| Community Orientation | OPEN | 0.77× |
Fiat's target market in Brazil covers an estimated 9,276,656 people, concentrated in São Paulo and Minas Gerais.
48.2% of the Fiat audience are female, 51.8% are male, with an average age of 41.6 years.
Fiat fans show strongest brand affinity for WebMotors (2.96×), Volkswagen (2.12×), and Honda (1.96×) over the country average.
Fiat fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~1M), and Rio de Janeiro (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Fiat itself, the audience over-indexes on Volkswagen (2.12×), Honda (1.96×), Renault (2.71×), and Peugeot (2.52×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Fiat. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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