Rascasse Audience Intelligence

Audi Target Market in Germany

A data profile of the people who buy, follow and care about Audi in Germany — modelled from more than twelve digital signal sources. Audi has an estimated audience of 9,254,011 people in Germany.

#4among Car manufacturer in Germany#55among Brand in Germany#15in Cars & Mobility

The average Audi fan in Germany is 38.4 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Škoda Auto, SUVs, BMW, with strongest over-indexing on Škoda Auto (1.99× the country average).

Demographically, the Audi audience skews more male with an average age of 38.4, and over-indexes on personality traits such as Need for Security, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Audi fan in Germany is more male, around 38.4 years old, with strong Need for Security tendencies and a notable affinity for Škoda Auto.

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 Audi profile in Germany.

Audience size
9.3M
in Germany
Gender
35.1%♀
64.9% male
Age
38.4
average years
Country rank
#389
Brand in Germany
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Audi

35.1% are female, 64.9% are male, average age 38.4.

Fig. 02

Gender split

35.1%
Female
64.9%
Male
Demographic split for Audi audience in Germany
MetricValue
Female35.1%
Male64.9%
Average age38.4
Estimated audience size9,254,011
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Audi audience in Germany
Age bracketShare%
16-1921%
20-2920%
30-3920%
40-4921%
50+17%
Fig. 04

Worldwide distribution

8.0%

of the worldwide Audi audience comes from Germany.

Worldwide audience distribution share by country for Audi
CountryShare
United States12.5%
Germany8.0%
Italy7.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Audi audience in Germany is strongest.

Fig. 05

Top regions by affinity

Audi customers by region in Germany
#RegionReachAffinity×
01Bayern~2M1.50×
02Baden-Württemberg~1.5M1.27×
03Hessen~800K1.21×
04Nordrhein-Westfalen~2M1.10×
05Niedersachsen~1M1.10×
06Rheinland-Pfalz~500K1.07×
07Saarland~100K0.99×
08Sachsen~400K0.96×
09Thüringen~200K0.96×
10Hamburg~200K0.94×
11Schleswig-Holstein~300K0.90×
12Brandenburg~200K0.87×
13Sachsen-Anhalt~200K0.87×
14Mecklenburg-Vorpommern~100K0.79×
15Berlin~300K0.75×
16Bremen~60K0.75×
Fig. 06

Affinity by region

Affinity by region — Audi, Germany
0.75×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Audi audience
#·InterestCategoryAffinity×
01Škoda AutoCars & Mobility1.99×
02LamborghiniCars & Mobility1.84×
03Skoda KodiaqCars & Mobility1.81×
04DrivingCars & Mobility1.79×
05FerrariCars & Mobility1.78×
06Motorcycle accessoriesCars & Mobility1.78×
07Motorcycle helmetCars & Mobility1.77×
08PorscheCars & Mobility1.76×
09Motorcycle sportSports1.71×
10CarcareCars & Mobility1.70×
11Mercedes-BenzCars & Mobility1.66×
12Sport bikeCars & Mobility1.65×
13SUVsCars & Mobility1.62×
14Automotive designBusiness & Career1.61×
15Used carCars & Mobility1.60×
16HybridsCars & Mobility1.59×
17NissanCars & Mobility1.58×
18BMWCars & Mobility1.54×
19TrucksCars & Mobility1.54×
20ToyotaCars & Mobility1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Audi 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 Audi audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.15×
PatriotismCONSERVATISM1.09×
Luxury OrientationPREMIUM1.02×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Audi audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.60×
Community OrientationOPEN0.68×
SustainabilityBALANCE0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Audi's target market in Germany?

Audi's target market in Germany covers an estimated 9,254,011 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Audi customers?

35.1% of the Audi audience are female, 64.9% are male, with an average age of 38.4 years.

03

Which brands do Audi fans like most?

Audi fans show strongest brand affinity for Škoda Auto (1.99×), SUVs (1.62×), and BMW (1.54×) over the country average.

04

Where do Audi fans live in Germany?

Audi fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Audi fans also like?

Beyond Audi itself, the audience over-indexes on SUVs (1.62×), BMW (1.54×), Porsche (1.76×), and Used car (1.6×) compared to the Germany average.

Appendix

Explore more audiences

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

More Car manufacturer audiences in Germany

Related rankings

See Audi audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Audi. 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 Germany. 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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