Scania Audience in Germany
Scania has an estimated audience of 204,413 people in Germany. 10.6% are female, 89.4% are male, average age 37.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: MK, Urban Outfitters, Pillow, VfL Wolfsburg, Minestrone.
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 MK, Urban Outfitters, Pillow, with strongest over-indexing on MK (5.19× 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, Need for Security. 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: Commercial vehicles
Demographics of Scania fans
| Metric | Value |
|---|---|
| Female | 10.6% |
| Male | 89.4% |
| Average age | 37.3 |
| Estimated audience size | 204,413 |
Audience persona
The typical Scania fan in Germany is more male, around 37.3 years old, with strong Patriotism tendencies and a notable affinity for MK.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 70,864 | 1× |
| Bayern | 60,255 | 1.16× |
| Baden-Württemberg | 50,325 | 1.14× |
| Niedersachsen | 37,521 | 1.19× |
| Hessen | 27,588 | 1.12× |
| Sachsen | 16,519 | 1.04× |
| Rheinland-Pfalz | 15,725 | 0.97× |
| Schleswig-Holstein | 11,890 | 1.02× |
| Berlin | 10,792 | 0.75× |
| Brandenburg | 9,937 | 0.99× |
| Thüringen | 9,452 | 1.15× |
| Sachsen-Anhalt | 9,062 | 1.08× |
| Hamburg | 6,582 | 0.9× |
| Mecklenburg-Vorpommern | 6,033 | 0.98× |
| Saarland | 3,032 | 0.76× |
| Bremen | 2,249 | 0.81× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| MK | 5.19× | Music & Radio |
| Urban Outfitters | 2.32× | Shopping |
| Pillow | 2.02× | Home & Garden |
| VfL Wolfsburg | 1.7× | Sports |
| Minestrone | 1.53× | Food & Beverages |
| Acoustic music | 1.81× | Music & Radio |
| International Canoe Federation | 5.18× | Sports |
| Totally Spies! | 4.13× | Movies & TV |
| Prozis | 1.81× | Shopping |
| N1 road (South Africa) | 2.56× | Travel & Leisure |
| Leverage (TV series) | 2.35× | Movies & TV |
| 7-Eleven | 1.88× | Shopping |
| Jonah | 1.99× | |
| Flash memory | 1.75× | Technology & Electronics |
| Antoine Griezmann | 2.49× | Sports |
| Gaelic football | 1.64× | Sports |
| Rhodiola | 3.36× | Health |
| Sanremo | 3.27× | Travel & Leisure |
| Naomi Scott | 1.84× | Movies & TV |
| Schweinshaxe | 1.54× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 2.32 |
| Need for Security | CONSERVATISM | 1.57 |
| Convenience Orientation | PREMIUM | 1.31 |
| DIY Mentality | THRILL | 1.28 |
| Spirituality | BALANCE | 1.12 |
| Extroversion | THRILL | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 19.4% |
| Sweden | 17.0% |
| Germany | 6.5% |
See Scania audiences in other countries
More Commercial vehicles audiences in Germany
- John Deere (1,705,578)
- Fendt (1,248,587)
- Volkswagen Commercial Vehicles (1,183,907)
- Claas (897,861)
- New Holland Agriculture (830,445)
Frequently asked questions
How many fans does Scania have in Germany?
Scania has an estimated audience of 204,413 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Scania fans?
10.6% of Scania fans 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 MK (5.19×), Urban Outfitters (2.32×), and Pillow (2.02×) over the country average.
Where do Scania fans live in Germany?
Scania fans in Germany are most concentrated in Nordrhein-Westfalen (reach 70,864), Bayern (reach 60,255), and Baden-Württemberg (reach 50,325). 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 Urban Outfitters (2.32×), Pillow (2.02×), VfL Wolfsburg (1.7×), and Minestrone (1.53×) compared to the Germany average.
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.