Rascasse Audience Intelligence

Fiat Target Market in Germany

A data profile of the people who buy, follow and care about Fiat in Germany — modelled from more than twelve digital signal sources. Fiat has an estimated audience of 3,137,369 people in Germany.

#20among Car manufacturer in Germany#243among Brand in Germany#100in Cars & Mobility

The average Fiat fan in Germany is 39.8 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include FC Bayern Munich, Škoda Auto, FIFA World Cup, with strongest over-indexing on FC Bayern Munich (1.83× the country average).

Demographically, the Fiat audience skews more male with an average age of 39.8, and over-indexes on personality traits such as Need for Security, Urban Lifestyle.

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

The typical Fiat fan in Germany is more male, around 39.8 years old, with strong Need for Security tendencies and a notable affinity for FC Bayern Munich.

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 Fiat profile in Germany.

Audience size
3.1M
in Germany
Gender
31.9%♀
68.1% male
Age
39.8
average years
Country rank
#1995
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 Fiat

31.9% are female, 68.1% are male, average age 39.8.

Fig. 02

Gender split

31.9%
Female
68.1%
Male
Demographic split for Fiat audience in Germany
MetricValue
Female31.9%
Male68.1%
Average age39.8
Estimated audience size3,137,369
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Fiat audience in Germany
Age bracketShare%
16-1920%
20-2917%
30-3919%
40-4923%
50+21%
Fig. 04

Worldwide distribution

5.9%

of the worldwide Fiat audience comes from Germany.

Worldwide audience distribution share by country for Fiat
CountryShare
Brazil17.3%
Italy14.7%
United States7.2%
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 Fiat audience in Germany is strongest.

Fig. 05

Top regions by affinity

Fiat customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~600K1.34×
02Bayern~700K1.33×
03Hessen~300K1.23×
04Rheinland-Pfalz~200K1.17×
05Nordrhein-Westfalen~800K1.16×
06Schleswig-Holstein~100K1.08×
07Saarland~40K1.07×
08Niedersachsen~300K1.04×
09Hamburg~70K1.01×
10Bremen~20K0.86×
11Sachsen~100K0.85×
12Brandenburg~80K0.85×
13Thüringen~70K0.85×
14Berlin~100K0.78×
15Mecklenburg-Vorpommern~40K0.72×
16Sachsen-Anhalt~60K0.70×
Fig. 06

Affinity by region

Affinity by region — Fiat, Germany
0.70×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fiat audience
#·InterestCategoryAffinity×
01Motorcycle accessoriesCars & Mobility4.13×
02RenaultCars & Mobility3.88×
03PeugeotCars & Mobility3.72×
04Motorcycle helmetCars & Mobility3.72×
05HatchbackCars & Mobility3.01×
06Škoda AutoCars & Mobility2.96×
07Used carCars & Mobility2.87×
08CHECK24Business & Career2.23×
09Formula OneSports2.16×
10AutoScout24Cars & Mobility1.97×
11TagesschauMovies & TV1.85×
12FC Bayern MunichSports1.83×
13Google MapsInternet & Social Media1.77×
14UEFA Champions LeagueSports1.73×
15Borussia DortmundSports1.70×
16BundesligaSports1.65×
17FIFA World CupSports1.63×
18AutomobilesCars & Mobility1.61×
19AldiShopping1.56×
20VehiclesCars & Mobility1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fiat 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 Fiat audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.43×
Urban LifestyleOPEN1.39×
Risk AppetiteTHRILL1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fiat audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.80×
SpiritualityBALANCE0.90×
ExtroversionTHRILL0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fiat's target market in Germany?

Fiat's target market in Germany covers an estimated 3,137,369 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Fiat customers?

31.9% of the Fiat audience are female, 68.1% are male, with an average age of 39.8 years.

03

Which brands do Fiat fans like most?

Fiat fans show strongest brand affinity for FC Bayern Munich (1.83×), Škoda Auto (2.96×), and FIFA World Cup (1.63×) over the country average.

04

Where do Fiat fans live in Germany?

Fiat fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Fiat fans also like?

Beyond Fiat itself, the audience over-indexes on Škoda Auto (2.96×), FIFA World Cup (1.63×), Used car (2.87×), and Tagesschau (1.85×) 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

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See Fiat audiences in other countries

How to read this data

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