Volkswagen Audience in Brazil
Volkswagen has an estimated audience of 11,071,568 people in Brazil. 39.3% are female, 60.7% are male, average age 41.1. Top regions: São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities: SUVs, Honda, Fiat, Consortium, Constitution of Brazil.
The average Volkswagen fan in Brazil is 41.1 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, Fiat, with strongest over-indexing on SUVs (2.15× the country average). Demographically, the Volkswagen audience skews more male with an average age of 41.1, and over-indexes on personality traits such as Need for Security, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Cars & Mobility · Type: Brand · Subtype: Car manufacturer
Demographics of Volkswagen fans
| Metric | Value |
|---|---|
| Female | 39.3% |
| Male | 60.7% |
| Average age | 41.1 |
| Estimated audience size | 11,071,568 |
Audience persona
The typical Volkswagen fan in Brazil is more male, around 41.1 years old, with strong Need for Security tendencies and a notable affinity for SUVs.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 2,958,520 | 1.03× |
| Minas Gerais | 1,170,729 | 1.02× |
| Rio de Janeiro | 812,362 | 0.78× |
| Rio Grande do Sul | 796,734 | 1.22× |
| Paraná | 792,485 | 1.17× |
| Santa Catarina | 720,153 | 1.42× |
| Bahia | 625,933 | 0.86× |
| Pernambuco | 501,540 | 0.99× |
| Goiás | 432,328 | 1.02× |
| Ceará | 343,514 | 0.71× |
| Pará | 317,785 | 0.88× |
| Mato Grosso | 278,343 | 1.34× |
| Maranhão | 253,089 | 0.91× |
| Paraíba | 230,847 | 1.04× |
| Espírito Santo | 230,627 | 1× |
| Federal District | 198,415 | 1.08× |
| Mato Grosso do Sul | 197,849 | 1.23× |
| Alagoas | 185,109 | 1.15× |
| Rio Grande do Norte | 163,533 | 0.89× |
| Piauí | 154,146 | 1× |
| Amazonas | 129,428 | 0.67× |
| Sergipe | 113,038 | 0.98× |
| Rondônia | 87,168 | 0.94× |
| Tocantins | 79,268 | 1.08× |
| Amapá | 35,153 | 0.9× |
| Acre | 34,618 | 0.9× |
| Roraima | 25,104 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| SUVs | 2.15× | Cars & Mobility |
| Honda | 2.13× | Cars & Mobility |
| Fiat | 2.44× | Cars & Mobility |
| Consortium | 1.94× | Business & Career |
| Constitution of Brazil | 1.6× | Politics & Society |
| Ford Ka | 2.86× | Cars & Mobility |
| WebMotors | 1.92× | Cars & Mobility |
| Renault | 2.65× | Cars & Mobility |
| Motor vehicle | 1.87× | Cars & Mobility |
| Nissan | 2.64× | Cars & Mobility |
| Localiza | 1.88× | Cars & Mobility |
| Toyota | 2.29× | Cars & Mobility |
| Magazine Luiza | 1.54× | Shopping |
| Peugeot | 2.6× | Cars & Mobility |
| General Motors | 2.34× | Cars & Mobility |
| Hyundai | 2.62× | Cars & Mobility |
| Agribusiness | 1.54× | Politics & Society |
| Hyundai HB20 | 2.66× | Cars & Mobility |
| Manufacturing | 1.57× | Business & Career |
| Sweepstakes | 2.38× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 2.05 |
| Family Orientation | CONSERVATISM | 1.55 |
| Risk Appetite | THRILL | 1.42 |
| Luxury Orientation | PREMIUM | 1.23 |
| Quality Awareness | PREMIUM | 1.16 |
| Indulgence | JOY | 0.96 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 10.3% |
| Germany | 8.2% |
| Brazil | 8.2% |
See Volkswagen audiences in other countries
More Car manufacturer audiences in Brazil
- Honda (12,540,550)
- Fiat (9,435,959)
- BMW (7,762,210)
- Toyota (7,590,095)
- General Motors (7,069,242)
Frequently asked questions
How many fans does Volkswagen have in Brazil?
Volkswagen has an estimated audience of 11,071,568 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Volkswagen fans?
39.3% of Volkswagen fans are female, 60.7% are male, with an average age of 41.1 years.
Which brands do Volkswagen fans like most?
Volkswagen fans show strongest brand affinity for SUVs (2.15×), Honda (2.13×), and Fiat (2.44×) over the country average.
Where do Volkswagen fans live in Brazil?
Volkswagen fans in Brazil are most concentrated in São Paulo (reach 2,958,520), Minas Gerais (reach 1,170,729), and Rio de Janeiro (reach 812,362). These three regions account for the largest share of the active audience.
What other brands do Volkswagen fans also like?
Beyond Volkswagen itself, the audience over-indexes on Honda (2.13×), Fiat (2.44×), Consortium (1.94×), and Constitution of Brazil (1.6×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Volkswagen. 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.