Rascasse Audience Intelligence

Honda Target Market in Brazil

Name: Honda — Brazil
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Honda in Brazil — modelled from more than twelve digital signal sources. Honda has an estimated audience of 12,859,868 people in Brazil.

#1among Car manufacturer in Brazil #16among Brand in Brazil #6in Cars & Mobility

The average Honda fan in Brazil is 40.5 years old, more male, and lives primarily in São Paulo.

The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.

Top brand affinities include Consortium, WebMotors, SUVs, with strongest over-indexing on Consortium (2.38× the country average).

Demographically, the Honda audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Need for Security, Risk Appetite.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.

The typical Honda fan in Brazil is more male, around 40.5 years old, with strong Need for Security tendencies and a notable affinity for Consortium.

Category: Cars & Mobility · Type: Brand · Subtype: Car manufacturer

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Honda profile in Brazil.

Audience size

12.9M

in Brazil

Gender

36.4%♀

63.6% male

Age

40.5

average years

Country rank

#371

Brand in Brazil

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of Honda

36.4% are female, 63.6% are male, average age 40.5.

Fig. 02

Gender split

36.4%

Female

63.6%

Male

Demographic split for Honda audience in Brazil
Metric	Value
Female	36.4%
Male	63.6%
Average age	40.5
Estimated audience size	12,859,868

Fig. 03

Age distribution

Age distribution of the Honda audience in Brazil
Age bracket	Share	%
16-19		15%
20-29		20%
30-39		22%
40-49		21%
50+		22%

Fig. 04

Worldwide distribution

10.2%

of the worldwide Honda audience comes from Brazil.

Worldwide audience distribution share by country for Honda
Country	Share
United States	18.0%
Brazil	10.2%
Japan	6.1%

Section 03

Affinity (×) = how much more likely a member of this audience is to live in a region than the Brazil average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Honda audience in Brazil is strongest.

Fig. 05

Top regions by affinity

Honda customers by region in Brazil
#	Region	Reach	×
01	Mato Grosso	~300K	1.28×
02	Rondônia	~100K	1.27×
03	Paraíba	~300K	1.24×
04	Maranhão	~400K	1.22×
05	Pernambuco	~700K	1.21×
06	Sergipe	~200K	1.21×
07	Rio Grande do Norte	~200K	1.19×
08	Piauí	~200K	1.17×
09	Alagoas	~200K	1.13×
10	Bahia	~900K	1.11×
11	Pará	~400K	1.10×
12	Acre	~50K	1.08×
13	Tocantins	~90K	1.07×
14	Amazonas	~200K	1.05×
15	Espírito Santo	~300K	1.02×
16	Mato Grosso do Sul	~200K	0.99×
17	Amapá	~40K	0.97×
18	Roraima	~30K	0.94×
19	Ceará	~500K	0.89×
20	Rio de Janeiro	~1M	0.88×
21	Minas Gerais	~1M	0.84×
22	Goiás	~400K	0.81×
23	São Paulo	~2.5M	0.78×
24	Santa Catarina	~400K	0.66×
25	Paraná	~500K	0.64×
26	Federal District	~100K	0.64×
27	Rio Grande do Sul	~400K	0.60×

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Honda audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Honda audience
#	Interest	Category	×
01	Consortium	Business & Career	2.38×
02	Ford Ka	Cars & Mobility	2.23×
03	Hyundai HB20	Cars & Mobility	2.23×
04	Yamaha Corporation	Technology & Electronics	2.06×
05	Yamaha Motor Company	Cars & Mobility	2.01×
06	Renault	Cars & Mobility	2.00×
07	Hyundai	Cars & Mobility	2.00×
08	General Motors	Cars & Mobility	1.98×
09	Peugeot	Cars & Mobility	1.97×
10	Toyota	Cars & Mobility	1.93×
11	Volkswagen	Cars & Mobility	1.91×
12	Nissan	Cars & Mobility	1.91×
13	WebMotors	Cars & Mobility	1.90×
14	Fiat	Cars & Mobility	1.88×
15	SUVs	Cars & Mobility	1.79×
16	Tractor	Cars & Mobility	1.71×
17	Trucks	Cars & Mobility	1.69×
18	Motor vehicle	Cars & Mobility	1.59×
19	Localiza	Cars & Mobility	1.56×
20	Credit (finance)	Business & Career	1.50×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Honda audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out

The strongest tendencies

Top personality traits over-indexed by Honda audience · What stands out
Trait	Cluster	Score
Need for Security	CONSERVATISM	1.31×
Risk Appetite	THRILL	1.20×
Spirituality	BALANCE	0.97×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Honda audience · Rather not
Trait	Cluster	Score
Early Adopter Mentality	POWER	0.63×
Individualism	JOY	0.66×
Indulgence	JOY	0.67×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is Honda's target market in Brazil?

Honda's target market in Brazil covers an estimated 12,859,868 people, concentrated in São Paulo and Minas Gerais.

What is the gender split and age of Honda customers?

36.4% of the Honda audience are female, 63.6% are male, with an average age of 40.5 years.

Which brands do Honda fans like most?

Honda fans show strongest brand affinity for Consortium (2.38×), WebMotors (1.9×), and SUVs (1.79×) over the country average.

Where do Honda fans live in Brazil?

Honda fans in Brazil are most concentrated in São Paulo (reach ~2.5M), Minas Gerais (reach ~1M), and Rio de Janeiro (reach ~1M). These three regions account for the largest share of the active audience.

What other brands do Honda fans also like?

Beyond Honda itself, the audience over-indexes on WebMotors (1.9×), SUVs (1.79×), Volkswagen (1.91×), and Fiat (1.88×) compared to the Brazil average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Car manufacturer audiences in Brazil

Volkswagen (11,032,969)
Fiat (9,276,656)
Toyota (7,686,561)
BMW (7,557,625)
General Motors (7,378,274)

See Honda audiences in other countries

How to read this data

Audience size is the estimated number of people in Brazil who actively search for Honda. 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.

About this audience profile

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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