Harley-Davidson Audience in Germany
Harley-Davidson has an estimated audience of 3,561,965 people in Germany. 23.7% are female, 76.3% are male, average age 38.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Motorcycle accessories, Motorcycle helmet, Sport bike, Custom motorcycle, Motorcycle club.
The average Harley-Davidson fan in Germany is 38.3 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Motorcycle accessories, Motorcycle helmet, Sport bike, with strongest over-indexing on Motorcycle accessories (8.36× the country average). Demographically, the Harley-Davidson audience skews more male with an average age of 38.3, and over-indexes on personality traits such as Patriotism, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Cars & Mobility · Type: Brand · Subtype: Motorcycles
Demographics of Harley-Davidson fans
| Metric | Value |
|---|---|
| Female | 23.7% |
| Male | 76.3% |
| Average age | 38.3 |
| Estimated audience size | 3,561,965 |
Audience persona
The typical Harley-Davidson fan in Germany is more male, around 38.3 years old, with strong Patriotism tendencies and a notable affinity for Motorcycle accessories.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 879,178 | 1.13× |
| Bayern | 641,106 | 1.12× |
| Baden-Württemberg | 542,132 | 1.12× |
| Niedersachsen | 360,221 | 1.04× |
| Hessen | 279,775 | 1.03× |
| Rheinland-Pfalz | 188,987 | 1.06× |
| Sachsen | 160,937 | 0.92× |
| Schleswig-Holstein | 143,582 | 1.12× |
| Berlin | 138,826 | 0.87× |
| Brandenburg | 134,155 | 1.21× |
| Sachsen-Anhalt | 87,986 | 0.95× |
| Hamburg | 80,852 | 1× |
| Thüringen | 73,242 | 0.81× |
| Mecklenburg-Vorpommern | 69,537 | 1.02× |
| Saarland | 37,705 | 0.86× |
| Bremen | 22,137 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Motorcycle accessories | 8.36× | Cars & Mobility |
| Motorcycle helmet | 7.81× | Cars & Mobility |
| Sport bike | 6.83× | Cars & Mobility |
| Custom motorcycle | 7.31× | Cars & Mobility |
| Motorcycle club | 6.04× | Cars & Mobility |
| Motorcycling | 5.02× | Cars & Mobility |
| Motorcycle sport | 4.95× | Sports |
| Chopper (motorcycle) | 7.13× | Cars & Mobility |
| Endurocross | 9.08× | Cars & Mobility |
| Freestyle Motocross | 8.03× | Sports |
| Kawasaki | 6.15× | Cars & Mobility |
| Motorcycle racing | 3.6× | Cars & Mobility |
| Suzuki | 5.08× | Cars & Mobility |
| Racing bicycle | 4.19× | Sports |
| Ducati | 6.09× | Cars & Mobility |
| Indian (motorcycle) | 7.2× | Cars & Mobility |
| Touring motorcycle | 5.11× | Cars & Mobility |
| American Chopper | 6.33× | Cars & Mobility |
| Motor vehicle | 1.95× | Cars & Mobility |
| MotoGP | 3.72× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 1.31 |
| DIY Mentality | THRILL | 1.19 |
| Luxury Orientation | PREMIUM | 1.19 |
| Sports Activity | POWER | 1.12 |
| Travelling | THRILL | 1.06 |
| Extroversion | THRILL | 1.01 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 27.5% |
| Italy | 6.7% |
| India | 6.1% |
See Harley-Davidson audiences in other countries
More Motorcycles audiences in Germany
- BMW Motorrad (2,874,489)
- Kawasaki (2,240,528)
- KTM (1,917,920)
- Ducati (1,907,497)
- Vespa (1,840,698)
Frequently asked questions
How many fans does Harley-Davidson have in Germany?
Harley-Davidson has an estimated audience of 3,561,965 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Harley-Davidson fans?
23.7% of Harley-Davidson fans are female, 76.3% are male, with an average age of 38.3 years.
Which brands do Harley-Davidson fans like most?
Harley-Davidson fans show strongest brand affinity for Motorcycle accessories (8.36×), Motorcycle helmet (7.81×), and Sport bike (6.83×) over the country average.
Where do Harley-Davidson fans live in Germany?
Harley-Davidson fans in Germany are most concentrated in Nordrhein-Westfalen (reach 879,178), Bayern (reach 641,106), and Baden-Württemberg (reach 542,132). These three regions account for the largest share of the active audience.
What other brands do Harley-Davidson fans also like?
Beyond Harley-Davidson itself, the audience over-indexes on Motorcycle helmet (7.81×), Sport bike (6.83×), Custom motorcycle (7.31×), and Motorcycle club (6.04×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Harley-Davidson. 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.