Rascasse Audience Intelligence

Mercedes-Benz Target Market in Germany

Mercedes-Benz has an estimated audience of 12.8M people in Germany.

#2among Car manufacturer in Germany
#39among brands in Germany
#7in Cars & Mobility

The average Mercedes-Benz fan in Germany is 38.9 years old, more male, and lives primarily in Baden-Württemberg.

By number of fans, Mercedes-Benz ranks #2 among the 121 objects in Car manufacturer in Germany — 35.8× the group median.

Women make up 35.4% of the fan base, 2.5 percentage points more than the group average.

Compared with the other 120 objects in Car manufacturer, Mercedes-Benz fans stand out for their interest in Motorcycle sport, Sport bike and Trucks.

Most fans live in Baden-Württemberg, Nordrhein-Westfalen, Bayern.

Top affinities include Ferrari, Driving, Lamborghini, with strongest over-indexing on Ferrari (2.24× the country average).

Demographically, the Mercedes-Benz audience skews more male with an average age of 38.9, and over-indexes on personality traits such as Need for Security, Patriotism.

The typical Mercedes-Benz fan in Germany is more male, around 38.9 years old, with strong Need for Security tendencies and a notable affinity for Ferrari.

Category: Cars & Mobility · Type: Brand · Subtype: Car manufacturer

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
12.8M
in Germany
Gender
35.4%♀
64.6% male
Age
38.9
average years
Country rank
#190
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+38%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Mercedes-Benz

35.4% are female, 64.6% are male, average age 38.9.

Fig. 02

Gender split

35.4%
Female
64.6%
Male
Demographic split for Mercedes-Benz audience in Germany
MetricValue
Female35.4%
Male64.6%
Average age38.9
Estimated audience size12.8M
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the Mercedes-Benz audience in Germany
Age bracketShare%
16-2422%
25-3419%
35-4420%
45-5421%
55+17%
Fig. 04

Worldwide distribution

8.1%

of the worldwide Mercedes-Benz audience comes from Germany.

Worldwide audience distribution share by country for Mercedes-Benz
CountryShare
United States19.6%
Germany8.1%
Italy5.3%
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

Fig. 05

Top regions by affinity

Mercedes-Benz customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~3M1.74×
02Bremen~100K1.24×
03Hamburg~300K1.11×
04Hessen~1M1.08×
05Brandenburg~400K1.07×
06Rheinland-Pfalz~700K1.06×
07Nordrhein-Westfalen~3M1.01×
08Bayern~2M1.01×
09Berlin~600K0.98×
10Niedersachsen~1M0.94×
11Schleswig-Holstein~400K0.94×
12Thüringen~300K0.81×
13Saarland~100K0.81×
14Sachsen~500K0.77×
15Mecklenburg-Vorpommern~200K0.75×
16Sachsen-Anhalt~200K0.70×
Fig. 06

Affinity by region

Affinity by region — Mercedes-Benz, Germany
0.70×1.00×1.74×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Mercedes-Benz audience vs. the country average
#·InterestCategoryAffinity×
01FerrariCars & Mobility2.24×
02DrivingCars & Mobility2.05×
03LamborghiniCars & Mobility1.98×
04Motorcycle sportSports1.98×
05Škoda AutoCars & Mobility1.95×
06CarcareCars & Mobility1.95×
07PorscheCars & Mobility1.93×
08Sport bikeCars & Mobility1.79×
09TrucksCars & Mobility1.77×
10AudiCars & Mobility1.75×
11SUVsCars & Mobility1.70×
12BMWCars & Mobility1.68×
13RVsCars & Mobility1.64×
14HybridsCars & Mobility1.63×
15Auto mechanicCars & Mobility1.62×
16AutoScout24Cars & Mobility1.60×
17Used carCars & Mobility1.59×
18Ford Motor CompanyCars & Mobility1.59×
19Motor vehicleCars & Mobility1.57×
20VolkswagenCars & Mobility1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Mercedes-Benz audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Mercedes-Benz audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.23×
PatriotismCONSERVATISM1.09×
Quality AwarenessPREMIUM1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Mercedes-Benz audience vs. the country average · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.63×
SustainabilityBALANCE0.74×
Community OrientationOPEN0.74×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in Germany

Related rankings

See Mercedes-Benz audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Mercedes-Benz over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/de/mercedes-benz-11040” · Methodology