Rascasse Audience Intelligence

New Holland Agriculture Target Market in Germany

A data profile of the people who buy, follow and care about New Holland Agriculture in Germany — modelled from more than twelve digital signal sources. New Holland Agriculture has an estimated audience of 827,206 people in Germany.

#6among Commercial vehicles in Germany#999among Brand in Germany#363in Cars & Mobility

The average New Holland Agriculture fan in Germany is 36.8 years old, more male, and lives primarily in Bayern.

The audience is concentrated in Bayern, Nordrhein-Westfalen, Niedersachsen.

Top brand affinities include Combine harvester, John Deere (inventor), John Deere, with strongest over-indexing on Combine harvester (11.48× the country average).

Demographically, the New Holland Agriculture audience skews more male with an average age of 36.8, and over-indexes on personality traits such as DIY Mentality, Pet Ownership.

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

The typical New Holland Agriculture fan in Germany is more male, around 36.8 years old, with strong DIY Mentality tendencies and a notable affinity for Combine harvester.

Category: Cars & Mobility · Type: Brand · Subtype: Commercial vehicles

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 New Holland Agriculture profile in Germany.

Audience size
827K
in Germany
Gender
41.4%♀
58.6% male
Age
36.8
average years
Country rank
#7663
Brand in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of New Holland Agriculture

41.4% are female, 58.6% are male, average age 36.8.

Fig. 02

Gender split

41.4%
Female
58.6%
Male
Demographic split for New Holland Agriculture audience in Germany
MetricValue
Female41.4%
Male58.6%
Average age36.8
Estimated audience size827,206
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the New Holland Agriculture audience in Germany
Age bracketShare%
16-1925%
20-2921%
30-3920%
40-4919%
50+15%
Fig. 04

Worldwide distribution

26.1%

of the worldwide New Holland Agriculture audience comes from Germany.

Worldwide audience distribution share by country for New Holland Agriculture
CountryShare
Germany26.1%
Italy20.1%
Romania6.8%
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 New Holland Agriculture audience in Germany is strongest.

Fig. 05

Top regions by affinity

New Holland Agriculture customers by region in Germany
#RegionReachAffinity×
01Bayern~200K1.81×
02Niedersachsen~100K1.58×
03Schleswig-Holstein~40K1.29×
04Thüringen~30K1.19×
05Mecklenburg-Vorpommern~20K1.19×
06Baden-Württemberg~100K1.12×
07Sachsen~40K1.07×
08Rheinland-Pfalz~40K1.01×
09Sachsen-Anhalt~20K0.98×
10Brandenburg~30K0.97×
11Hessen~60K0.96×
12Nordrhein-Westfalen~200K0.84×
13Hamburg~10K0.73×
14Saarland~7K0.69×
15Bremen~5K0.64×
16Berlin~20K0.43×
Fig. 06

Affinity by region

Affinity by region — New Holland Agriculture, Germany
0.43×1.00×1.81×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the New Holland Agriculture audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for New Holland Agriculture audience
#·InterestCategoryAffinity×
01John Deere (inventor)Cars & Mobility16.17×
02ValtraCars & Mobility14.71×
03Case IHCars & Mobility14.35×
04KubotaCars & Mobility14.34×
05Deutz-FahrCars & Mobility13.74×
06Massey FergusonCars & Mobility13.69×
07ClaasCars & Mobility13.27×
08FendtCars & Mobility11.98×
09John DeereCars & Mobility11.59×
10Combine harvesterBusiness & Career11.48×
11ExcavatorCars & Mobility9.89×
12Loader (equipment)Cars & Mobility9.25×
13FertilizerHome & Garden7.70×
14Rural areaTravel & Leisure6.69×
15Agricultural engineeringBusiness & Career6.24×
16Heavy equipmentHome & Garden5.03×
17LivestockPets & Animals4.69×
18Obi (store)Shopping2.01×
19FC Bayern MunichSports1.66×
20VehiclesCars & Mobility1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the New Holland Agriculture 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 New Holland Agriculture audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.58×
Pet OwnershipJOY1.49×
Risk AppetiteTHRILL1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by New Holland Agriculture audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.76×
MindfulnessBALANCE0.92×
SpiritualityBALANCE0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is New Holland Agriculture's target market in Germany?

New Holland Agriculture's target market in Germany covers an estimated 827,206 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of New Holland Agriculture customers?

41.4% of the New Holland Agriculture audience are female, 58.6% are male, with an average age of 36.8 years.

03

Which brands do New Holland Agriculture fans like most?

New Holland Agriculture fans show strongest brand affinity for Combine harvester (11.48×), John Deere (inventor) (16.17×), and John Deere (11.59×) over the country average.

04

Where do New Holland Agriculture fans live in Germany?

New Holland Agriculture fans in Germany are most concentrated in Bayern (reach ~200K), Nordrhein-Westfalen (reach ~200K), and Niedersachsen (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do New Holland Agriculture fans also like?

Beyond New Holland Agriculture itself, the audience over-indexes on John Deere (inventor) (16.17×), John Deere (11.59×), Fendt (11.98×), and Claas (13.27×) compared to the Germany average.

Appendix

Explore more audiences

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

More Commercial vehicles audiences in Germany

See New Holland Agriculture audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for New Holland Agriculture. 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.

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