Rascasse Audience Intelligence

Vespa Target Market in Germany

A data profile of the people who buy, follow and care about Vespa in Germany — modelled from more than twelve digital signal sources. Vespa has an estimated audience of 2,076,431 people in Germany.

#5among Motorcycles in Germany#392among Brand in Germany#159in Cars & Mobility

The average Vespa fan in Germany is 38.2 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Financial technology, Surfboard, Soho House (club), with strongest over-indexing on Financial technology (26.44× the country average).

Demographically, the Vespa audience skews more male with an average age of 38.2, and over-indexes on personality traits such as Urban Lifestyle, Luxury Orientation.

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

The typical Vespa fan in Germany is more male, around 38.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Financial technology.

Category: Cars & Mobility · Type: Brand · Subtype: Motorcycles

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 Vespa profile in Germany.

Audience size
2.1M
in Germany
Gender
22.4%♀
77.6% male
Age
38.2
average years
Country rank
#3228
Brand in Germany
Fig. 01

Search interest · 12-month trend

+49%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Vespa

22.4% are female, 77.6% are male, average age 38.2.

Fig. 02

Gender split

22.4%
Female
77.6%
Male
Demographic split for Vespa audience in Germany
MetricValue
Female22.4%
Male77.6%
Average age38.2
Estimated audience size2,076,431
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Vespa audience in Germany
Age bracketShare%
16-1927%
20-2914%
30-3917%
40-4923%
50+19%
Fig. 04

Worldwide distribution

9.8%

of the worldwide Vespa audience comes from Germany.

Worldwide audience distribution share by country for Vespa
CountryShare
United States10.5%
Italy10.0%
Germany9.8%
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 Vespa audience in Germany is strongest.

Fig. 05

Top regions by affinity

Vespa customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~500K1.31×
02Niedersachsen~200K1.16×
03Saarland~30K1.15×
04Rheinland-Pfalz~100K1.13×
05Hamburg~50K1.13×
06Schleswig-Holstein~70K1.12×
07Bayern~300K1.11×
08Baden-Württemberg~300K1.11×
09Hessen~100K1.00×
10Sachsen~80K0.94×
11Mecklenburg-Vorpommern~30K0.93×
12Bremen~10K0.88×
13Berlin~70K0.86×
14Brandenburg~50K0.84×
15Thüringen~40K0.83×
16Sachsen-Anhalt~40K0.75×
Fig. 06

Affinity by region

Affinity by region — Vespa, Germany
0.75×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vespa audience
#·InterestCategoryAffinity×
01SCOOTER CENTERShopping50.03×
02Soho House (club)Business & Career34.63×
03SIP ScootershopShopping29.12×
04LongboardingSports28.33×
05Sustainable cityPolitics & Society27.18×
06Financial technologyBusiness & Career26.44×
07O'Neill (brand)Fashion & Accessoires24.51×
08Rip CurlFashion & Accessoires18.98×
09BillabongFashion & Accessoires15.40×
10SurfboardSports13.27×
11SkateparkSports10.07×
12Surf cultureSports8.96×
13Chopper (motorcycle)Cars & Mobility8.13×
14Custom motorcycleCars & Mobility7.90×
15Motorcycle accessoriesCars & Mobility7.77×
16UberCars & Mobility7.56×
17WindsurfingSports6.16×
18Motorcycle helmetCars & Mobility5.77×
19MoviesMovies & TV2.12×
20Arts and musicArts & Culture1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vespa 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 Vespa audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN2.23×
Luxury OrientationPREMIUM1.67×
Early Adopter MentalityPOWER1.65×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vespa audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.88×
Family OrientationCONSERVATISM0.91×
Price SensitivityPREMIUM0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Vespa's target market in Germany?

Vespa's target market in Germany covers an estimated 2,076,431 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Vespa customers?

22.4% of the Vespa audience are female, 77.6% are male, with an average age of 38.2 years.

03

Which brands do Vespa fans like most?

Vespa fans show strongest brand affinity for Financial technology (26.44×), Surfboard (13.27×), and Soho House (club) (34.63×) over the country average.

04

Where do Vespa fans live in Germany?

Vespa fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Vespa fans also like?

Beyond Vespa itself, the audience over-indexes on Surfboard (13.27×), Soho House (club) (34.63×), SCOOTER CENTER (50.03×), and Longboarding (28.33×) compared to the Germany average.

Appendix

Explore more audiences

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

More Motorcycles audiences in Germany

See Vespa audiences in other countries

How to read this data

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