Rascasse Audience Intelligence

Scania Target Market in Germany

Name: Scania — Germany
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Scania in Germany — modelled from more than twelve digital signal sources. Scania has an estimated audience of 321,588 people in Germany.

#19among Commercial vehicles in Germany #2105among Brand in Germany #733in Cars & Mobility

The average Scania fan in Germany is 37.3 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Solar energy, Public transport, AutoScout24, with strongest over-indexing on Solar energy (4.73× the country average).

Demographically, the Scania audience skews more male with an average age of 37.3, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

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

The typical Scania fan in Germany is more male, around 37.3 years old, with strong Patriotism tendencies and a notable affinity for Solar energy.

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 Scania profile in Germany.

Audience size

322K

in Germany

Gender

10.6%♀

89.4% male

Age

37.3

average years

Country rank

#16493

Brand in Germany

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of Scania

10.6% are female, 89.4% are male, average age 37.3.

Fig. 02

Gender split

10.6%

Female

89.4%

Male

Demographic split for Scania audience in Germany
Metric	Value
Female	10.6%
Male	89.4%
Average age	37.3
Estimated audience size	321,588

Fig. 03

Age distribution

Age distribution of the Scania audience in Germany
Age bracket	Share	%
16-19		21%
20-29		20%
30-39		24%
40-49		23%
50+		11%

Fig. 04

Worldwide distribution

9.3%

of the worldwide Scania audience comes from Germany.

Worldwide audience distribution share by country for Scania
Country	Share
Brazil	16.8%
Sweden	15.5%
Germany	9.3%

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

Where the Scania audience in Germany is strongest.

Fig. 05

Top regions by affinity

Scania customers by region in Germany
#	Region	Reach	×
01	Niedersachsen	~40K	1.16×
02	Sachsen-Anhalt	~10K	1.15×
03	Thüringen	~10K	1.15×
04	Baden-Württemberg	~50K	1.14×
05	Bayern	~60K	1.12×
06	Hessen	~30K	1.08×
07	Mecklenburg-Vorpommern	~6K	1.04×
08	Sachsen	~20K	1.01×
09	Brandenburg	~10K	1.01×
10	Schleswig-Holstein	~10K	1.00×
11	Rheinland-Pfalz	~20K	0.97×
12	Nordrhein-Westfalen	~70K	0.96×
13	Hamburg	~6K	0.88×
14	Bremen	~2K	0.87×
15	Saarland	~3K	0.86×
16	Berlin	~10K	0.69×

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scania audience
#	Interest	Category	×
01	Jet ski	Sports	8.74×
02	Sandra Bullock	Movies & TV	7.09×
03	Dolly Parton	Music & Radio	6.96×
04	Husqvarna	Home & Garden	6.26×
05	Volvo	Cars & Mobility	5.47×
06	Model building	Kids & Family	5.36×
07	Fertilizer	Home & Garden	5.17×
08	Public transport	Cars & Mobility	5.02×
09	Motor oil	Cars & Mobility	4.79×
10	Solar energy	Home & Garden	4.73×
11	Ryan Gosling	Movies & TV	4.63×
12	Motorboat	Cars & Mobility	4.47×
13	Lawn mower	Home & Garden	4.41×
14	Electric motorcycles and scooters	Cars & Mobility	3.45×
15	Used car	Cars & Mobility	3.41×
16	Aral AG	Cars & Mobility	3.25×
17	AutoScout24	Cars & Mobility	2.77×
18	Postbank	Business & Career	2.27×
19	Sparkasse	Business & Career	1.95×
20	EBay	Shopping	1.54×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scania 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 Scania audience · What stands out
Trait	Cluster	Score
Patriotism	CONSERVATISM	2.37×
Convenience Orientation	PREMIUM	1.77×
Need for Security	CONSERVATISM	1.71×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Scania audience · Rather not
Trait	Cluster	Score
Mindfulness	BALANCE	0.32×
Pet Ownership	JOY	0.38×
Design Affinity	PREMIUM	0.40×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is Scania's target market in Germany?

Scania's target market in Germany covers an estimated 321,588 people, concentrated in Nordrhein-Westfalen and Bayern.

What is the gender split and age of Scania customers?

10.6% of the Scania audience are female, 89.4% are male, with an average age of 37.3 years.

Which brands do Scania fans like most?

Scania fans show strongest brand affinity for Solar energy (4.73×), Public transport (5.02×), and AutoScout24 (2.77×) over the country average.

Where do Scania fans live in Germany?

Scania fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

What other brands do Scania fans also like?

Beyond Scania itself, the audience over-indexes on Public transport (5.02×), AutoScout24 (2.77×), Used car (3.41×), and Sandra Bullock (7.09×) compared to the Germany average.

Appendix

Explore more audiences

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

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See Scania audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Scania. 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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