Mercedes-Benz Audience in Germany
Mercedes-Benz has an estimated audience of 8,064,244 people in Germany. 35.4% are female, 64.6% are male, average age 38.2. Top regions: Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities: AutoScout24, Motor vehicle, Škoda Auto, SUVs, BMW.
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, Motor vehicle, Škoda Auto, 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 Luxury Orientation, Indulgence. 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: Car manufacturer
Demographics of Mercedes-Benz fans
| Metric | Value |
|---|---|
| Female | 35.4% |
| Male | 64.6% |
| Average age | 38.2 |
| Estimated audience size | 8,064,244 |
Audience persona
The typical Mercedes-Benz fan in Germany is more male, around 38.2 years old, with strong Luxury Orientation tendencies and a notable affinity for AutoScout24.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 1,990,284 | 1.81× |
| Nordrhein-Westfalen | 1,836,625 | 1.04× |
| Bayern | 1,283,464 | 0.99× |
| Niedersachsen | 722,580 | 0.92× |
| Hessen | 672,421 | 1.09× |
| Rheinland-Pfalz | 444,353 | 1.1× |
| Berlin | 360,766 | 1× |
| Sachsen | 295,582 | 0.75× |
| Brandenburg | 258,039 | 1.03× |
| Schleswig-Holstein | 253,860 | 0.88× |
| Hamburg | 204,220 | 1.12× |
| Thüringen | 152,924 | 0.74× |
| Sachsen-Anhalt | 138,671 | 0.66× |
| Mecklenburg-Vorpommern | 109,789 | 0.71× |
| Bremen | 93,859 | 1.36× |
| Saarland | 77,725 | 0.78× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| AutoScout24 | 1.6× | Cars & Mobility |
| Motor vehicle | 1.57× | Cars & Mobility |
| Škoda Auto | 1.95× | Cars & Mobility |
| SUVs | 1.7× | Cars & Mobility |
| BMW | 1.68× | Cars & Mobility |
| Porsche | 1.93× | Cars & Mobility |
| RVs | 1.64× | Cars & Mobility |
| Driving | 2.05× | Cars & Mobility |
| Audi | 1.75× | Cars & Mobility |
| Volkswagen | 1.51× | Cars & Mobility |
| Used car | 1.59× | Cars & Mobility |
| Ferrari | 2.24× | Cars & Mobility |
| Trucks | 1.77× | Cars & Mobility |
| Motorcycle sport | 1.98× | Sports |
| Hybrids | 1.63× | Cars & Mobility |
| Lamborghini | 1.98× | Cars & Mobility |
| Carcare | 1.95× | Cars & Mobility |
| Auto mechanic | 1.62× | Cars & Mobility |
| Toyota | 1.59× | Cars & Mobility |
| Sport bike | 1.79× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.22 |
| Indulgence | JOY | 1.17 |
| Sports Activity | POWER | 1.1 |
| Patriotism | CONSERVATISM | 1 |
| DIY Mentality | THRILL | 0.99 |
| Early Adopter Mentality | POWER | 0.99 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.4% |
| Germany | 6.7% |
| Italy | 5.8% |
See Mercedes-Benz audiences in other countries
More Car manufacturer audiences in Germany
- Volkswagen (11,103,289)
- BMW (10,940,591)
- Škoda Auto (9,462,647)
- Audi (9,106,306)
- Porsche (7,926,259)
Frequently asked questions
How many fans does Mercedes-Benz have in Germany?
Mercedes-Benz has an estimated audience of 8,064,244 people in Germany, concentrated in Baden-Württemberg and Nordrhein-Westfalen.
What is the gender split and age of Mercedes-Benz fans?
35.4% of Mercedes-Benz fans are female, 64.6% are male, with an average age of 38.2 years.
Which brands do Mercedes-Benz fans like most?
Mercedes-Benz fans show strongest brand affinity for AutoScout24 (1.6×), Motor vehicle (1.57×), and Škoda Auto (1.95×) over the country average.
Where do Mercedes-Benz fans live in Germany?
Mercedes-Benz fans in Germany are most concentrated in Baden-Württemberg (reach 1,990,284), Nordrhein-Westfalen (reach 1,836,625), and Bayern (reach 1,283,464). These three regions account for the largest share of the active audience.
What other brands do Mercedes-Benz fans also like?
Beyond Mercedes-Benz itself, the audience over-indexes on Motor vehicle (1.57×), Škoda Auto (1.95×), SUVs (1.7×), and BMW (1.68×) 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-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.