Michelin Audience in Germany
Michelin has an estimated audience of 1,717,534 people in Germany. 23.9% are female, 76.1% are male, average age 41.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Cruiser (motorcycle), Motorcycle touring, Auto mechanic, Bauhaus, Aral AG.
The average Michelin fan in Germany is 41.4 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Cruiser (motorcycle), Motorcycle touring, Auto mechanic, with strongest over-indexing on Cruiser (motorcycle) (12.46× the country average). Demographically, the Michelin audience skews more male with an average age of 41.4, 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.
Category: Cars & Mobility · Type: Brand · Subtype: Tires
Demographics of Michelin fans
| Metric | Value |
|---|---|
| Female | 23.9% |
| Male | 76.1% |
| Average age | 41.4 |
| Estimated audience size | 1,717,534 |
Audience persona
The typical Michelin fan in Germany is more male, around 41.4 years old, with strong Need for Security tendencies and a notable affinity for Cruiser (motorcycle).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 403,376 | 1.07× |
| Bayern | 366,132 | 1.33× |
| Baden-Württemberg | 345,027 | 1.47× |
| Hessen | 189,623 | 1.45× |
| Rheinland-Pfalz | 134,479 | 1.56× |
| Niedersachsen | 133,295 | 0.8× |
| Berlin | 86,657 | 1.13× |
| Sachsen | 58,149 | 0.69× |
| Schleswig-Holstein | 43,527 | 0.71× |
| Hamburg | 39,058 | 1.01× |
| Brandenburg | 34,208 | 0.64× |
| Thüringen | 31,521 | 0.72× |
| Sachsen-Anhalt | 31,361 | 0.7× |
| Saarland | 29,580 | 1.4× |
| Mecklenburg-Vorpommern | 18,304 | 0.56× |
| Bremen | 11,148 | 0.76× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Cruiser (motorcycle) | 12.46× | Cars & Mobility |
| Motorcycle touring | 15.53× | Cars & Mobility |
| Auto mechanic | 4.31× | Cars & Mobility |
| Bauhaus | 2.59× | Shopping |
| Aral AG | 2.66× | Cars & Mobility |
| Motor oil | 6.58× | Cars & Mobility |
| Tire | 3.43× | Cars & Mobility |
| Dunlop Tyres | 18.38× | Cars & Mobility |
| AutoScout24 | 2.47× | Cars & Mobility |
| Solar energy | 3.18× | Home & Garden |
| ADAC | 2.99× | Cars & Mobility |
| Hornbach | 2.22× | Shopping |
| Used car | 2.55× | Cars & Mobility |
| Google Maps | 2.06× | Internet & Social Media |
| Natural World | 1.97× | Fashion & Accessoires |
| Electric car | 2.39× | Cars & Mobility |
| FRITZ!Box | 2.29× | Technology & Electronics |
| Citroën DS | 14.21× | Cars & Mobility |
| Efficient energy use | 2.53× | Technology & Electronics |
| Škoda Auto | 2.27× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.5 |
| Patriotism | CONSERVATISM | 1.42 |
| Sports Activity | POWER | 1.22 |
| DIY Mentality | THRILL | 1.21 |
| Luxury Orientation | PREMIUM | 1.14 |
| Quality Awareness | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| France | 14.0% |
| United States | 10.4% |
| Italy | 8.3% |
See Michelin audiences in other countries
More Tires audiences in Germany
- Bridgestone (463,221)
- Pirelli (385,866)
- Dunlop Tyres (274,851)
- Nokian Tyres (88,552)
- Vredestein (83,243)
Frequently asked questions
How many fans does Michelin have in Germany?
Michelin has an estimated audience of 1,717,534 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Michelin fans?
23.9% of Michelin fans are female, 76.1% are male, with an average age of 41.4 years.
Which brands do Michelin fans like most?
Michelin fans show strongest brand affinity for Cruiser (motorcycle) (12.46×), Motorcycle touring (15.53×), and Auto mechanic (4.31×) over the country average.
Where do Michelin fans live in Germany?
Michelin fans in Germany are most concentrated in Nordrhein-Westfalen (reach 403,376), Bayern (reach 366,132), and Baden-Württemberg (reach 345,027). These three regions account for the largest share of the active audience.
What other brands do Michelin fans also like?
Beyond Michelin itself, the audience over-indexes on Motorcycle touring (15.53×), Auto mechanic (4.31×), Bauhaus (2.59×), and Aral AG (2.66×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Michelin. 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.