Mercedes-AMG Audience in Germany
Mercedes-AMG has an estimated audience of 2,431,509 people in Germany. 30.2% are female, 69.8% are male, average age 33.5. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Carcare, Driving, RVs, Engine, Porsche.
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, 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: Luxury car manufacturer
Demographics of Mercedes-AMG fans
| Metric | Value |
|---|---|
| Female | 30.2% |
| Male | 69.8% |
| Average age | 33.5 |
| Estimated audience size | 2,431,509 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 626,457 | 1.18× |
| Baden-Württemberg | 481,704 | 1.45× |
| Bayern | 450,824 | 1.15× |
| Niedersachsen | 253,228 | 1.07× |
| Hessen | 217,433 | 1.17× |
| Rheinland-Pfalz | 133,929 | 1.1× |
| Sachsen | 102,536 | 0.86× |
| Berlin | 91,388 | 0.84× |
| Schleswig-Holstein | 76,200 | 0.87× |
| Brandenburg | 65,469 | 0.87× |
| Hamburg | 58,677 | 1.07× |
| Sachsen-Anhalt | 50,455 | 0.8× |
| Thüringen | 50,321 | 0.81× |
| Mecklenburg-Vorpommern | 35,631 | 0.77× |
| Saarland | 30,058 | 1.01× |
| Bremen | 20,287 | 0.98× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Carcare | 3.96× | Cars & Mobility |
| Driving | 3.28× | Cars & Mobility |
| RVs | 2.48× | Cars & Mobility |
| Engine | 2.64× | Cars & Mobility |
| Porsche | 2.6× | Cars & Mobility |
| Motor vehicle | 1.89× | Cars & Mobility |
| AutoScout24 | 1.83× | Cars & Mobility |
| Lamborghini | 3.22× | Cars & Mobility |
| SUVs | 2.11× | Cars & Mobility |
| Used Cars | 2.92× | Cars & Mobility |
| Hybrids | 2.55× | Cars & Mobility |
| Vintage car | 3.71× | Cars & Mobility |
| Motorcycle helmet | 3.26× | Cars & Mobility |
| Used car | 2× | Cars & Mobility |
| Motorcycle accessories | 3.21× | Cars & Mobility |
| Galatasaray S.K. | 1.81× | Sports |
| Formula One | 2.17× | Sports |
| Agribusiness | 3.78× | Politics & Society |
| Mercedes-Benz | 2.14× | Cars & Mobility |
| Sport bike | 2.81× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.6 |
| DIY Mentality | THRILL | 1.24 |
| Travelling | THRILL | 1.22 |
| Patriotism | CONSERVATISM | 1.2 |
| Career Orientation | POWER | 1.18 |
| Indulgence | JOY | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.2% |
| Germany | 10.2% |
| Italy | 8.3% |
See Mercedes-AMG audiences in other countries
More Luxury car manufacturer audiences in Germany
- Lamborghini (4,593,655)
- Ferrari (4,311,250)
- Aston Martin (2,649,415)
- Maserati (2,443,939)
- Bentley (2,135,403)
Frequently asked questions
How many fans does Mercedes-AMG have in Germany?
Mercedes-AMG has an estimated audience of 2,431,509 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Mercedes-AMG fans?
30.2% of Mercedes-AMG fans are female, 69.8% are male, with an average age of 33.5 years.
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.
Where do Mercedes-AMG fans live in Germany?
Mercedes-AMG fans in Germany are most concentrated in Nordrhein-Westfalen (reach 626,457), Baden-Württemberg (reach 481,704), and Bayern (reach 450,824). These three regions account for the largest share of the active audience.
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.
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.