Rascasse Audience Intelligence

Lamborghini Urus Audience in Germany

A data profile of the people who buy, follow and care about Lamborghini Urus in Germany — modelled from more than twelve digital signal sources. Lamborghini Urus has an estimated audience of 894,414 people in Germany.

#94among Car type in Germany#73among Car Model in Germany#346in Cars & Mobility

The average Lamborghini Urus 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 Backcountry skiing, Wakeboarding, Alpine skiing, with strongest over-indexing on Backcountry skiing (8.68× the country average).

Demographically, the Lamborghini Urus audience skews more male with an average age of 39.8, and over-indexes on personality traits such as Sports Activity, DIY Mentality.

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

The typical Lamborghini Urus fan in Germany is more male, around 39.8 years old, with strong Sports Activity tendencies and a notable affinity for Backcountry skiing.

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 Lamborghini Urus profile in Germany.

Audience size
894K
in Germany
Gender
13.9%♀
86.1% male
Age
39.8
average years
Country rank
#7163
Car Model in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Lamborghini Urus fans

13.9% are female, 86.1% are male, average age 39.8.

Fig. 02

Gender split

13.9%
Female
86.1%
Male
Demographic split for Lamborghini Urus audience in Germany
MetricValue
Female13.9%
Male86.1%
Average age39.8
Estimated audience size894,414
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Lamborghini Urus audience in Germany
Age bracketShare%
16-1916%
20-2919%
30-3924%
40-4922%
50+18%
Fig. 04

Worldwide distribution

7.0%

of the worldwide Lamborghini Urus audience comes from Germany.

Worldwide audience distribution share by country for Lamborghini Urus
CountryShare
United States23.3%
Germany7.0%
United Kingdom5.6%
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 Lamborghini Urus audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lamborghini Urus fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~30K1.30×
02Nordrhein-Westfalen~300K1.25×
03Hessen~90K1.24×
04Baden-Württemberg~200K1.20×
05Bayern~200K1.16×
06Niedersachsen~100K1.10×
07Rheinland-Pfalz~50K1.05×
08Berlin~40K0.97×
09Saarland~10K0.96×
10Bremen~8K0.95×
11Schleswig-Holstein~30K0.94×
12Sachsen~40K0.85×
13Brandenburg~20K0.80×
14Mecklenburg-Vorpommern~10K0.77×
15Thüringen~20K0.75×
16Sachsen-Anhalt~20K0.73×
Fig. 06

Affinity by region

Affinity by region — Lamborghini Urus, Germany
0.73×1.00×1.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lamborghini Urus audience
#·InterestCategoryAffinity×
01The Open ChampionshipSports10.04×
02Royal Caribbean Cruises Ltd.Travel & Leisure9.17×
03Backcountry skiingSports8.68×
04MSC CruisesTravel & Leisure8.61×
05WakeboardingSports8.52×
06RodeoSports7.80×
07PGA ChampionshipSports7.62×
08Ski touringSports7.52×
09Masters TournamentSports7.17×
10Golf equipmentSports6.10×
11Golf ballSports6.05×
12Standup paddleboardingSports5.92×
13PGA TourSports5.89×
14Alpine skiingSports4.34×
15Golf courseSports4.21×
16AdventureTravel & Leisure2.77×
17AutoScout24Cars & Mobility2.02×
18Borussia DortmundSports1.60×
19Aida (musical)Music & Radio1.56×
20FIFA World CupSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lamborghini Urus 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 Lamborghini Urus audience · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.98×
DIY MentalityTHRILL1.55×
Risk AppetiteTHRILL1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lamborghini Urus audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.77×
IndividualismJOY0.83×
Price SensitivityPREMIUM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Lamborghini Urus have in Germany?

Lamborghini Urus has an estimated audience of 894,414 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Lamborghini Urus fans?

13.9% of Lamborghini Urus fans are female, 86.1% are male, with an average age of 39.8 years.

03

Which brands do Lamborghini Urus fans like most?

Lamborghini Urus fans show strongest brand affinity for Backcountry skiing (8.68×), Wakeboarding (8.52×), and Alpine skiing (4.34×) over the country average.

04

Where do Lamborghini Urus fans live in Germany?

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

05

What other brands do Lamborghini Urus fans also like?

Beyond Lamborghini Urus itself, the audience over-indexes on Wakeboarding (8.52×), Alpine skiing (4.34×), Rodeo (7.8×), and Ski touring (7.52×) 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 Lamborghini Urus audiences in other countries

How to read this data

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