Rascasse Audience Intelligence

Hyundai Target Market in Germany

A data profile of the people who buy, follow and care about Hyundai in Germany — modelled from more than twelve digital signal sources. Hyundai has an estimated audience of 5,683,472 people in Germany.

#9among Car manufacturer in Germany#112among Brand in Germany#43in Cars & Mobility

The average Hyundai fan in Germany is 37.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Peugeot 408, Citroën, City car, with strongest over-indexing on Peugeot 408 (37× the country average).

Demographically, the Hyundai audience skews more male with an average age of 37.9, and over-indexes on personality traits such as Luxury 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 Hyundai fan in Germany is more male, around 37.9 years old, with strong Luxury Orientation tendencies and a notable affinity for Peugeot 408.

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 Hyundai profile in Germany.

Audience size
5.7M
in Germany
Gender
33.2%♀
66.8% male
Age
37.9
average years
Country rank
#866
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 Hyundai

33.2% are female, 66.8% are male, average age 37.9.

Fig. 02

Gender split

33.2%
Female
66.8%
Male
Demographic split for Hyundai audience in Germany
MetricValue
Female33.2%
Male66.8%
Average age37.9
Estimated audience size5,683,472
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Hyundai audience in Germany
Age bracketShare%
16-1923%
20-2919%
30-3920%
40-4920%
50+17%
Fig. 04

Worldwide distribution

5.4%

of the worldwide Hyundai audience comes from Germany.

Worldwide audience distribution share by country for Hyundai
CountryShare
United States14.6%
Italy5.5%
Germany5.4%
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 Hyundai audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hyundai customers by region in Germany
#RegionReachAffinity×
01Saarland~90K1.28×
02Rheinland-Pfalz~400K1.26×
03Hessen~500K1.20×
04Nordrhein-Westfalen~1.5M1.13×
05Schleswig-Holstein~200K1.08×
06Baden-Württemberg~800K1.07×
07Niedersachsen~600K1.03×
08Bayern~900K1.01×
09Thüringen~100K0.99×
10Brandenburg~200K0.94×
11Sachsen-Anhalt~100K0.94×
12Sachsen~200K0.89×
13Mecklenburg-Vorpommern~90K0.87×
14Hamburg~100K0.86×
15Bremen~40K0.75×
16Berlin~200K0.69×
Fig. 06

Affinity by region

Affinity by region — Hyundai, Germany
0.69×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hyundai audience
#·InterestCategoryAffinity×
01Peugeot 408Cars & Mobility37.00×
02Kia PicantoCars & Mobility11.82×
03Dacia JoggerCars & Mobility8.58×
04CitroënCars & Mobility8.42×
05Kia SportageCars & Mobility7.91×
06SubaruCars & Mobility7.59×
07City carCars & Mobility6.43×
08MazdaCars & Mobility5.69×
09Used CarsCars & Mobility5.59×
10HondaCars & Mobility5.54×
11Automobile repair shopCars & Mobility5.29×
12PeugeotCars & Mobility5.17×
13Tesla MotorsCars & Mobility4.76×
14HatchbackCars & Mobility4.52×
15RenaultCars & Mobility4.36×
16ToyotaCars & Mobility4.21×
17Škoda AutoCars & Mobility4.18×
18Used carCars & Mobility3.82×
19TireCars & Mobility3.42×
20BYD AutoCars & Mobility3.34×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hyundai 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 Hyundai audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.31×
Need for SecurityCONSERVATISM1.30×
Risk AppetiteTHRILL1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hyundai audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.70×
IndividualismJOY0.76×
Design AffinityPREMIUM0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hyundai's target market in Germany?

Hyundai's target market in Germany covers an estimated 5,683,472 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hyundai customers?

33.2% of the Hyundai audience are female, 66.8% are male, with an average age of 37.9 years.

03

Which brands do Hyundai fans like most?

Hyundai fans show strongest brand affinity for Peugeot 408 (37×), Citroën (8.42×), and City car (6.43×) over the country average.

04

Where do Hyundai fans live in Germany?

Hyundai fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Hyundai fans also like?

Beyond Hyundai itself, the audience over-indexes on Citroën (8.42×), City car (6.43×), Used Cars (5.59×), and Škoda Auto (4.18×) compared to the Germany average.

Appendix

Explore more audiences

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

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See Hyundai audiences in other countries

How to read this data

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