A data profile of the people who buy, follow and care about Mercedes-Benz in Brazil — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 4,809,603 people in Brazil.
The average Mercedes-Benz fan in Brazil is 40.9 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 SUVs, Honda, Volkswagen, with strongest over-indexing on SUVs (1.73× the country average).
Demographically, the Mercedes-Benz audience skews more male with an average age of 40.9, and over-indexes on personality traits such as Luxury Orientation, 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 Mercedes-Benz fan in Brazil is more male, around 40.9 years old, with strong Luxury Orientation tendencies and a notable affinity for SUVs.
The key figures that characterise the Mercedes-Benz profile in Brazil.
40.0% are female, 60.0% are male, average age 40.9.
| Metric | Value |
|---|---|
| Female | 40.0% |
| Male | 60.0% |
| Average age | 40.9 |
| Estimated audience size | 4,809,603 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 20% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 23% |
of the worldwide Mercedes-Benz audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 17.0% |
| Germany | 6.7% |
| Italy | 5.6% |
Where the Mercedes-Benz audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Santa Catarina | ~300K | 1.26× | |
| 02 | São Paulo | ~1.5M | 1.19× | |
| 03 | Paraná | ~400K | 1.19× | |
| 04 | Minas Gerais | ~600K | 1.15× | |
| 05 | Mato Grosso do Sul | ~80K | 1.11× | |
| 06 | Tocantins | ~30K | 1.08× | |
| 07 | Rio Grande do Sul | ~300K | 1.07× | |
| 08 | Alagoas | ~70K | 1.05× | |
| 09 | Espírito Santo | ~100K | 1.04× | |
| 10 | Mato Grosso | ~90K | 1.04× | |
| 11 | Piauí | ~70K | 1.04× | |
| 12 | Sergipe | ~50K | 1.03× | |
| 13 | Pernambuco | ~200K | 1.01× | |
| 14 | Rondônia | ~40K | 1.01× | |
| 15 | Goiás | ~200K | 1.00× | |
| 16 | Maranhão | ~100K | 1.00× | |
| 17 | Federal District | ~80K | 0.98× | |
| 18 | Paraíba | ~90K | 0.97× | |
| 19 | Roraima | ~10K | 0.97× | |
| 20 | Bahia | ~300K | 0.95× | |
| 21 | Rio Grande do Norte | ~70K | 0.93× | |
| 22 | Pará | ~100K | 0.89× | |
| 23 | Amapá | ~20K | 0.88× | |
| 24 | Acre | ~10K | 0.88× | |
| 25 | Ceará | ~200K | 0.86× | |
| 26 | Amazonas | ~70K | 0.80× | |
| 27 | Rio de Janeiro | ~400K | 0.78× |
The strongest cross-interests of the Mercedes-Benz audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Used Cars | Cars & Mobility | 3.18× | ||
| 02 | Audi | Cars & Mobility | 1.99× | ||
| 03 | Porsche | Cars & Mobility | 1.96× | ||
| 04 | Hyundai | Cars & Mobility | 1.88× | ||
| 05 | BMW | Cars & Mobility | 1.80× | ||
| 06 | Hyundai HB20 | Cars & Mobility | 1.80× | ||
| 07 | Peugeot | Cars & Mobility | 1.79× | ||
| 08 | Ford Ka | Cars & Mobility | 1.78× | ||
| 09 | Jeep Compass | Cars & Mobility | 1.76× | ||
| 10 | Bus | Cars & Mobility | 1.74× | ||
| 11 | SUVs | Cars & Mobility | 1.73× | ||
| 12 | Nissan | Cars & Mobility | 1.67× | ||
| 13 | Volkswagen | Cars & Mobility | 1.64× | ||
| 14 | General Motors | Cars & Mobility | 1.64× | ||
| 15 | Renault | Cars & Mobility | 1.61× | ||
| 16 | Toyota | Cars & Mobility | 1.58× | ||
| 17 | Trucks | Cars & Mobility | 1.58× | ||
| 18 | Fiat | Cars & Mobility | 1.57× | ||
| 19 | Motor vehicle | Cars & Mobility | 1.55× | ||
| 20 | Honda | Cars & Mobility | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 1.12× | |
| Need for Security | CONSERVATISM | 1.08× | |
| Risk Appetite | THRILL | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.64× | |
| Community Orientation | OPEN | 0.68× | |
| Individualism | JOY | 0.69× |
Mercedes-Benz's target market in Brazil covers an estimated 4,809,603 people, concentrated in São Paulo and Minas Gerais.
40.0% of the Mercedes-Benz audience are female, 60.0% are male, with an average age of 40.9 years.
Mercedes-Benz fans show strongest brand affinity for SUVs (1.73×), Honda (1.53×), and Volkswagen (1.64×) over the country average.
Mercedes-Benz fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~600K), and Rio de Janeiro (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Mercedes-Benz itself, the audience over-indexes on Honda (1.53×), Volkswagen (1.64×), Motor vehicle (1.55×), and Used Cars (3.18×) 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 Mercedes-Benz. 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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