Rascasse Audience Intelligence

BMW 1 Series Audience in Germany

A data profile of the people who buy, follow and care about BMW 1 Series in Germany — modelled from more than twelve digital signal sources. BMW 1 Series has an estimated audience of 873,500 people in Germany.

#97among Car type in Germany#76among Car Model in Germany#353in Cars & Mobility

The average BMW 1 Series fan in Germany is 34.1 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include DIY Projects, Family car, Plug-in hybrid, with strongest over-indexing on DIY Projects (20.86× the country average).

Demographically, the BMW 1 Series audience skews more male with an average age of 34.1, and over-indexes on personality traits such as Family Orientation, Need for Security.

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

The typical BMW 1 Series fan in Germany is more male, around 34.1 years old, with strong Family Orientation tendencies and a notable affinity for DIY Projects.

Category: Cars & Mobility · Type: Car Model · Subtype: Car type

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 BMW 1 Series profile in Germany.

Audience size
874K
in Germany
Gender
23.9%♀
76.1% male
Age
34.1
average years
Country rank
#7326
Car Model in Germany
Fig. 01

Search interest · 12-month trend

-33%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of BMW 1 Series fans

23.9% are female, 76.1% are male, average age 34.1.

Fig. 02

Gender split

23.9%
Female
76.1%
Male
Demographic split for BMW 1 Series audience in Germany
MetricValue
Female23.9%
Male76.1%
Average age34.1
Estimated audience size873,500
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the BMW 1 Series audience in Germany
Age bracketShare%
16-1937%
20-2919%
30-3916%
40-4916%
50+13%
Fig. 04

Worldwide distribution

10.7%

of the worldwide BMW 1 Series audience comes from Germany.

Worldwide audience distribution share by country for BMW 1 Series
CountryShare
Italy15.0%
Spain11.9%
United Kingdom11.3%
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 BMW 1 Series audience in Germany is strongest.

Fig. 05

Top regions by affinity

BMW 1 Series fans by region: top regions in Germany
#RegionReachAffinity×
01Bayern~200K1.50×
02Nordrhein-Westfalen~300K1.33×
03Hessen~90K1.30×
04Saarland~10K1.25×
05Baden-Württemberg~100K1.18×
06Hamburg~20K1.17×
07Rheinland-Pfalz~50K1.16×
08Niedersachsen~90K1.01×
09Bremen~8K0.99×
10Sachsen~40K0.82×
11Berlin~30K0.81×
12Thüringen~20K0.81×
13Schleswig-Holstein~30K0.80×
14Brandenburg~20K0.72×
15Sachsen-Anhalt~20K0.67×
16Mecklenburg-Vorpommern~10K0.60×
Fig. 06

Affinity by region

Affinity by region — BMW 1 Series, Germany
0.60×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the BMW 1 Series audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for BMW 1 Series audience
#·InterestCategoryAffinity×
01DIY ProjectsHome & Garden20.86×
02BMW 4 SeriesCars & Mobility20.57×
03Family carCars & Mobility20.07×
04SEAT IbizaCars & Mobility19.35×
05BMW X5 (E53)Cars & Mobility19.24×
06SEAT LeónCars & Mobility16.82×
07Full-size carCars & Mobility16.80×
08Subcompact carCars & Mobility13.87×
09City carCars & Mobility10.57×
10Emerging technologiesTechnology & Electronics10.27×
11Smart deviceTechnology & Electronics10.11×
12Off-road vehicleCars & Mobility9.57×
13Plug-in hybridCars & Mobility9.04×
14HatchbackCars & Mobility8.10×
15Modern architectureArts & Culture7.89×
16Used CarsCars & Mobility7.56×
17PeugeotCars & Mobility7.01×
18Sarah EngelsMovies & TV6.26×
19HybridsCars & Mobility6.02×
20EngineCars & Mobility4.82×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the BMW 1 Series 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 BMW 1 Series audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM4.71×
Need for SecurityCONSERVATISM3.29×
Luxury OrientationPREMIUM2.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by BMW 1 Series audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.81×
TraditionCONSERVATISM0.87×
Pet OwnershipJOY0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does BMW 1 Series have in Germany?

BMW 1 Series has an estimated audience of 873,500 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of BMW 1 Series fans?

23.9% of BMW 1 Series fans are female, 76.1% are male, with an average age of 34.1 years.

03

Which brands do BMW 1 Series fans like most?

BMW 1 Series fans show strongest brand affinity for DIY Projects (20.86×), Family car (20.07×), and Plug-in hybrid (9.04×) over the country average.

04

Where do BMW 1 Series fans live in Germany?

BMW 1 Series fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do BMW 1 Series fans also like?

Beyond BMW 1 Series itself, the audience over-indexes on Family car (20.07×), Plug-in hybrid (9.04×), City car (10.57×), and Modern architecture (7.89×) compared to the Germany average.

Appendix

Explore more audiences

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

More Car type audiences in Germany

See BMW 1 Series audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for BMW 1 Series. 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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