Rascasse Audience Intelligence

Mercedes-Benz Target Market in Germany

A data profile of the people who buy, follow and care about Mercedes-Benz in Germany — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 8,199,096 people in Germany.

#5among Car manufacturer in Germany#75among Brand in Germany#20in Cars & Mobility

The average Mercedes-Benz fan in Germany is 38.2 years old, more male, and lives primarily in Baden-Württemberg.

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

Top brand affinities include AutoScout24, Škoda Auto, Motor vehicle, with strongest over-indexing on AutoScout24 (1.6× the country average).

Demographically, the Mercedes-Benz audience skews more male with an average age of 38.2, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Mercedes-Benz fan in Germany is more male, around 38.2 years old, with strong Need for Security tendencies and a notable affinity for AutoScout24.

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 Mercedes-Benz profile in Germany.

Audience size
8.2M
in Germany
Gender
35.4%♀
64.6% male
Age
38.2
average years
Country rank
#498
Brand in Germany
Fig. 01

Search interest · 12-month trend

+16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mercedes-Benz

35.4% are female, 64.6% are male, average age 38.2.

Fig. 02

Gender split

35.4%
Female
64.6%
Male
Demographic split for Mercedes-Benz audience in Germany
MetricValue
Female35.4%
Male64.6%
Average age38.2
Estimated audience size8,199,096
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Mercedes-Benz audience in Germany
Age bracketShare%
16-1922%
20-2919%
30-3920%
40-4921%
50+17%
Fig. 04

Worldwide distribution

6.7%

of the worldwide Mercedes-Benz audience comes from Germany.

Worldwide audience distribution share by country for Mercedes-Benz
CountryShare
United States17.0%
Germany6.7%
Italy5.6%
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 Mercedes-Benz audience in Germany is strongest.

Fig. 05

Top regions by affinity

Mercedes-Benz customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~2M1.69×
02Bremen~90K1.25×
03Hamburg~200K1.13×
04Hessen~700K1.08×
05Rheinland-Pfalz~400K1.08×
06Brandenburg~300K1.07×
07Nordrhein-Westfalen~2M1.02×
08Bayern~1.5M0.99×
09Berlin~300K0.97×
10Schleswig-Holstein~300K0.93×
11Niedersachsen~700K0.92×
12Saarland~80K0.82×
13Thüringen~200K0.80×
14Sachsen~300K0.78×
15Mecklenburg-Vorpommern~100K0.76×
16Sachsen-Anhalt~100K0.71×
Fig. 06

Affinity by region

Affinity by region — Mercedes-Benz, Germany
0.71×1.00×1.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mercedes-Benz audience
#·InterestCategoryAffinity×
01FerrariCars & Mobility2.24×
02DrivingCars & Mobility2.05×
03Motorcycle sportSports1.98×
04LamborghiniCars & Mobility1.98×
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×
18ToyotaCars & Mobility1.59×
19Motor vehicleCars & Mobility1.57×
20VolkswagenCars & Mobility1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mercedes-Benz 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-Benz audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.23×
PatriotismCONSERVATISM1.09×
Quality AwarenessPREMIUM1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mercedes-Benz audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.63×
SustainabilityBALANCE0.74×
Community OrientationOPEN0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Mercedes-Benz's target market in Germany covers an estimated 8,199,096 people, concentrated in Baden-Württemberg and Nordrhein-Westfalen.

02

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

35.4% of the Mercedes-Benz audience are female, 64.6% are male, with an average age of 38.2 years.

03

Which brands do Mercedes-Benz fans like most?

Mercedes-Benz fans show strongest brand affinity for AutoScout24 (1.6×), Škoda Auto (1.95×), and Motor vehicle (1.57×) over the country average.

04

Where do Mercedes-Benz fans live in Germany?

Mercedes-Benz fans in Germany are most concentrated in Baden-Württemberg (reach ~2M), Nordrhein-Westfalen (reach ~2M), and Bayern (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Mercedes-Benz fans also like?

Beyond Mercedes-Benz itself, the audience over-indexes on Škoda Auto (1.95×), Motor vehicle (1.57×), SUVs (1.7×), and BMW (1.68×) compared to the Germany average.

Appendix

Explore more audiences

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

More Car manufacturer audiences in Germany

Related rankings

See Mercedes-Benz audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →