Rascasse Audience Intelligence

Mercedes-AMG Target Market in Germany

A data profile of the people who buy, follow and care about Mercedes-AMG in Germany — modelled from more than twelve digital signal sources. Mercedes-AMG has an estimated audience of 2,403,576 people in Germany.

#5among Luxury car manufacturer in Germany#333among Brand in Germany#140in Cars & Mobility

The average Mercedes-AMG fan in Germany is 33.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Carcare, Driving, RVs, with strongest over-indexing on Carcare (3.96× the country average).

Demographically, the Mercedes-AMG audience skews more male with an average age of 33.5, and over-indexes on personality traits such as Luxury Orientation, Patriotism.

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

The typical Mercedes-AMG fan in Germany is more male, around 33.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Carcare.

Category: Cars & Mobility · Type: Brand · Subtype: Luxury 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 Mercedes-AMG profile in Germany.

Audience size
2.4M
in Germany
Gender
30.2%♀
69.8% male
Age
33.5
average years
Country rank
#2762
Brand in Germany
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mercedes-AMG

30.2% are female, 69.8% are male, average age 33.5.

Fig. 02

Gender split

30.2%
Female
69.8%
Male
Demographic split for Mercedes-AMG audience in Germany
MetricValue
Female30.2%
Male69.8%
Average age33.5
Estimated audience size2,403,576
Fig. 03

Age distribution

Ø 33.5
average years
Age distribution of the Mercedes-AMG audience in Germany
Age bracketShare%
16-1936%
20-2921%
30-3917%
40-4915%
50+11%
Fig. 04

Worldwide distribution

10.1%

of the worldwide Mercedes-AMG audience comes from Germany.

Worldwide audience distribution share by country for Mercedes-AMG
CountryShare
United States17.2%
Germany10.1%
Italy8.3%
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 Mercedes-AMG audience in Germany is strongest.

Fig. 05

Top regions by affinity

Mercedes-AMG customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~500K1.43×
02Bayern~400K1.12×
03Hessen~200K1.12×
04Rheinland-Pfalz~100K1.12×
05Nordrhein-Westfalen~600K1.10×
06Saarland~30K1.04×
07Niedersachsen~200K1.03×
08Hamburg~60K1.03×
09Bremen~20K0.99×
10Thüringen~60K0.93×
11Schleswig-Holstein~80K0.88×
12Sachsen~100K0.87×
13Brandenburg~60K0.86×
14Sachsen-Anhalt~50K0.85×
15Mecklenburg-Vorpommern~40K0.85×
16Berlin~90K0.84×
Fig. 06

Affinity by region

Affinity by region — Mercedes-AMG, Germany
0.84×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mercedes-AMG audience
#·InterestCategoryAffinity×
01CarcareCars & Mobility3.96×
02AgribusinessPolitics & Society3.78×
03Vintage carCars & Mobility3.71×
04DrivingCars & Mobility3.28×
05Motorcycle helmetCars & Mobility3.26×
06LamborghiniCars & Mobility3.22×
07Motorcycle accessoriesCars & Mobility3.21×
08Used CarsCars & Mobility2.92×
09Sport bikeCars & Mobility2.81×
10EngineCars & Mobility2.64×
11PorscheCars & Mobility2.60×
12HybridsCars & Mobility2.55×
13RVsCars & Mobility2.48×
14Formula OneSports2.17×
15Mercedes-BenzCars & Mobility2.14×
16SUVsCars & Mobility2.11×
17Used carCars & Mobility2.00×
18Motor vehicleCars & Mobility1.89×
19AutoScout24Cars & Mobility1.83×
20Galatasaray S.K.Sports1.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mercedes-AMG 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 Mercedes-AMG audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.39×
PatriotismCONSERVATISM1.33×
Quality AwarenessPREMIUM1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mercedes-AMG audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.74×
Community OrientationOPEN0.78×
Healthy LifestyleBALANCE0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mercedes-AMG's target market in Germany?

Mercedes-AMG's target market in Germany covers an estimated 2,403,576 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Mercedes-AMG customers?

30.2% of the Mercedes-AMG audience are female, 69.8% are male, with an average age of 33.5 years.

03

Which brands do Mercedes-AMG fans like most?

Mercedes-AMG fans show strongest brand affinity for Carcare (3.96×), Driving (3.28×), and RVs (2.48×) over the country average.

04

Where do Mercedes-AMG fans live in Germany?

Mercedes-AMG fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Baden-Württemberg (reach ~500K), and Bayern (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Mercedes-AMG fans also like?

Beyond Mercedes-AMG itself, the audience over-indexes on Driving (3.28×), RVs (2.48×), Engine (2.64×), and Porsche (2.6×) compared to the Germany average.

Appendix

Explore more audiences

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

More Luxury car manufacturer audiences in Germany

See Mercedes-AMG audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Mercedes-AMG. 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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