Rascasse Audience Intelligence

Localiza Target Market in Brazil

A data profile of the people who buy, follow and care about Localiza in Brazil — modelled from more than twelve digital signal sources. Localiza has an estimated audience of 11,527,252 people in Brazil.

#26among Brand in Brazil#9in Cars & Mobility

The average Localiza fan in Brazil is 45.3 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 South America, General Motors, SUVs, with strongest over-indexing on South America (1.85× the country average).

Demographically, the Localiza audience skews more male with an average age of 45.3, and over-indexes on personality traits such as Need for Security, Career Orientation.

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

The typical Localiza fan in Brazil is more male, around 45.3 years old, with strong Need for Security tendencies and a notable affinity for South America.

Category: Cars & Mobility · Type: Brand

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 Localiza profile in Brazil.

Audience size
11.5M
in Brazil
Gender
43.7%♀
56.3% male
Age
45.3
average years
Country rank
#448
Brand in Brazil
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Localiza

43.7% are female, 56.3% are male, average age 45.3.

Fig. 02

Gender split

43.7%
Female
56.3%
Male
Demographic split for Localiza audience in Brazil
MetricValue
Female43.7%
Male56.3%
Average age45.3
Estimated audience size11,527,252
Fig. 03

Age distribution

Ø 45.3
average years
Age distribution of the Localiza audience in Brazil
Age bracketShare%
16-197%
20-2915%
30-3919%
40-4924%
50+35%
Fig. 04

Worldwide distribution

88.5%

of the worldwide Localiza audience comes from Brazil.

Worldwide audience distribution share by country for Localiza
CountryShare
Brazil88.5%
Colombia4.9%
Portugal0.9%
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 Localiza audience in Brazil is strongest.

Fig. 05

Top regions by affinity

Localiza customers by region in Brazil
#RegionReachAffinity×
01Minas Gerais~1.5M1.28×
02Tocantins~100K1.27×
03Mato Grosso~300K1.25×
04Espírito Santo~300K1.19×
05São Paulo~3.5M1.17×
06Goiás~500K1.12×
07Federal District~200K1.11×
08Mato Grosso do Sul~200K1.09×
09Rio de Janeiro~1M1.08×
10Santa Catarina~600K1.08×
11Bahia~800K1.06×
12Alagoas~200K1.04×
13Maranhão~300K1.03×
14Pará~400K0.97×
15Sergipe~100K0.93×
16Rondônia~90K0.93×
17Piauí~100K0.91×
18Rio Grande do Norte~200K0.90×
19Pernambuco~500K0.89×
20Roraima~30K0.89×
21Rio Grande do Sul~600K0.87×
22Paraná~600K0.85×
23Amazonas~200K0.85×
24Paraíba~200K0.84×
25Acre~30K0.83×
26Amapá~30K0.82×
27Ceará~400K0.75×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Localiza audience
#·InterestCategoryAffinity×
01CarsharingCars & Mobility6.96×
02General MotorsCars & Mobility3.05×
03UberCars & Mobility2.47×
04OLXShopping2.39×
05Belo HorizonteTravel & Leisure2.27×
06SUVsCars & Mobility2.22×
07Google MapsInternet & Social Media2.14×
08EnelHome & Garden2.07×
09AgronomyHome & Garden1.99×
10ElectroluxHome & Garden1.92×
11United StatesTravel & Leisure1.88×
12South AmericaTravel & Leisure1.85×
13AgricultureBusiness & Career1.81×
14EconomyBusiness & Career1.70×
15HistoryLiterature1.57×
16NatureHome & Garden1.54×
17PoliticsPolitics & Society1.54×
18AutomobilesCars & Mobility1.53×
19HotelsTravel & Leisure1.51×
20Comedy moviesMovies & TV1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Localiza 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 Localiza audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.65×
Career OrientationPOWER1.44×
Family OrientationCONSERVATISM1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Localiza audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.96×
Pet OwnershipJOY1.02×
TravellingTHRILL1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Localiza's target market in Brazil?

Localiza's target market in Brazil covers an estimated 11,527,252 people, concentrated in São Paulo and Minas Gerais.

02

What is the gender split and age of Localiza customers?

43.7% of the Localiza audience are female, 56.3% are male, with an average age of 45.3 years.

03

Which brands do Localiza fans like most?

Localiza fans show strongest brand affinity for South America (1.85×), General Motors (3.05×), and SUVs (2.22×) over the country average.

04

Where do Localiza fans live in Brazil?

Localiza fans in Brazil are most concentrated in São Paulo (reach ~3.5M), Minas Gerais (reach ~1.5M), and Rio de Janeiro (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Localiza fans also like?

Beyond Localiza itself, the audience over-indexes on General Motors (3.05×), SUVs (2.22×), Nature (1.54×), and Automobiles (1.53×) compared to the Brazil average.

Appendix

Explore more audiences

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

More Cars & Mobility audiences in Brazil

See Localiza audiences in other countries

How to read this data

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