Rascasse Audience Intelligence

Subaru Target Market in Germany

A data profile of the people who buy, follow and care about Subaru in Germany — modelled from more than twelve digital signal sources. Subaru has an estimated audience of 1,503,452 people in Germany.

#30among Car manufacturer in Germany#565among Brand in Germany#218in Cars & Mobility

The average Subaru 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 City car, Hyundai, Automobile repair shop, with strongest over-indexing on City car (8.23× the country average).

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

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

The typical Subaru fan in Germany is more male, around 37.3 years old, with strong Career Orientation tendencies and a notable affinity for City car.

Category: Cars & Mobility · Type: Brand · Subtype: Car manufacturer

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 Subaru profile in Germany.

Audience size
1.5M
in Germany
Gender
21.7%♀
78.3% male
Age
37.3
average years
Country rank
#4448
Brand in Germany
Fig. 01

Search interest · 12-month trend

-38%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Subaru

21.7% are female, 78.3% are male, average age 37.3.

Fig. 02

Gender split

21.7%
Female
78.3%
Male
Demographic split for Subaru audience in Germany
MetricValue
Female21.7%
Male78.3%
Average age37.3
Estimated audience size1,503,452
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Subaru audience in Germany
Age bracketShare%
16-1930%
20-2917%
30-3916%
40-4917%
50+21%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Subaru audience comes from Germany.

Worldwide audience distribution share by country for Subaru
CountryShare
United States30.0%
Japan9.7%
Canada5.1%
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 Subaru audience in Germany is strongest.

Fig. 05

Top regions by affinity

Subaru customers by region in Germany
#RegionReachAffinity×
01Thüringen~50K1.20×
02Rheinland-Pfalz~90K1.17×
03Hessen~100K1.16×
04Bayern~300K1.14×
05Sachsen~90K1.14×
06Baden-Württemberg~200K1.13×
07Saarland~20K1.03×
08Brandenburg~50K1.01×
09Nordrhein-Westfalen~300K0.99×
10Niedersachsen~100K0.93×
11Mecklenburg-Vorpommern~30K0.92×
12Sachsen-Anhalt~40K0.89×
13Hamburg~30K0.87×
14Berlin~60K0.84×
15Schleswig-Holstein~50K0.83×
16Bremen~10K0.79×
Fig. 06

Affinity by region

Affinity by region — Subaru, Germany
0.79×1.00×1.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Subaru audience
#·InterestCategoryAffinity×
01Kia PicantoCars & Mobility15.57×
02Nissan GT-RCars & Mobility13.54×
03Dacia JoggerCars & Mobility10.48×
04Hot rodCars & Mobility10.31×
05Drag racingCars & Mobility9.27×
06Suspension (vehicle)Cars & Mobility9.00×
07Muscle carCars & Mobility8.53×
08City carCars & Mobility8.23×
09Automobile repair shopCars & Mobility7.90×
10Used CarsCars & Mobility7.01×
11HyundaiCars & Mobility6.98×
12Motorcycle accessoriesCars & Mobility6.14×
13Compact carCars & Mobility5.97×
14Tesla MotorsCars & Mobility5.91×
15DrivingCars & Mobility5.73×
16Tesla SuperchargerCars & Mobility5.67×
17HatchbackCars & Mobility5.35×
18EngineCars & Mobility4.53×
19Used carCars & Mobility4.50×
20TireCars & Mobility4.42×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Subaru 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 Subaru audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.58×
PatriotismCONSERVATISM1.53×
Early Adopter MentalityPOWER1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Subaru audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.76×
Design AffinityPREMIUM0.80×
SpiritualityBALANCE0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Subaru's target market in Germany?

Subaru's target market in Germany covers an estimated 1,503,452 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Subaru customers?

21.7% of the Subaru audience are female, 78.3% are male, with an average age of 37.3 years.

03

Which brands do Subaru fans like most?

Subaru fans show strongest brand affinity for City car (8.23×), Hyundai (6.98×), and Automobile repair shop (7.9×) over the country average.

04

Where do Subaru fans live in Germany?

Subaru fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Subaru fans also like?

Beyond Subaru itself, the audience over-indexes on Hyundai (6.98×), Automobile repair shop (7.9×), Used Cars (7.01×), and Drag racing (9.27×) compared to the Germany average.

Appendix

Explore more audiences

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

More Car manufacturer audiences in Germany

See Subaru audiences in other countries

How to read this data

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