A data profile of the people who buy, follow and care about Mercedes-Benz in Spain — modelled from more than twelve digital signal sources. Mercedes-Benz has an estimated audience of 4,177,009 people in Spain.
The average Mercedes-Benz fan in Spain is 43.4 years old, more male, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Community of Madrid, Catalonia.
Top brand affinities include Automobiles, Coches.net, SUVs, with strongest over-indexing on Automobiles (1.6× the country average).
Demographically, the Mercedes-Benz audience skews more male with an average age of 43.4, and over-indexes on personality traits such as Patriotism, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Mercedes-Benz fan in Spain is more male, around 43.4 years old, with strong Patriotism tendencies and a notable affinity for Automobiles.
The key figures that characterise the Mercedes-Benz profile in Spain.
33.3% are female, 66.7% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 33.3% |
| Male | 66.7% |
| Average age | 43.4 |
| Estimated audience size | 4,177,009 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 26% | |
| 50+ | 29% |
of the worldwide Mercedes-Benz audience comes from Spain.
| Country | Share |
|---|---|
| United States | 17.0% |
| Germany | 6.7% |
| Italy | 5.6% |
Where the Mercedes-Benz audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Comunidad Valenciana | ~600K | 1.22× | |
| 02 | Community of Madrid | ~800K | 1.18× | |
| 03 | Castilla-La Mancha | ~200K | 1.16× | |
| 04 | Andalusia | ~900K | 1.15× | |
| 05 | Region of Murcia | ~200K | 1.13× | |
| 06 | Catalonia | ~800K | 1.09× | |
| 07 | Basque Autonomous Country | ~200K | 1.08× | |
| 08 | Aragon | ~100K | 1.08× | |
| 09 | Galicia | ~200K | 1.04× | |
| 10 | Castile and León | ~200K | 1.02× | |
| 11 | Extremadura | ~80K | 0.89× | |
| 12 | Cantabria | ~50K | 0.89× | |
| 13 | La Rioja | ~20K | 0.87× | |
| 14 | Principality of Asturias | ~80K | 0.85× | |
| 15 | Canary Islands | ~200K | 0.83× | |
| 16 | Navarre | ~40K | 0.82× | |
| 17 | Balearic Islands | ~90K | 0.79× |
The strongest cross-interests of the Mercedes-Benz audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hybrid electric vehicle | Cars & Mobility | 2.44× | ||
| 02 | Used car | Cars & Mobility | 2.33× | ||
| 03 | Plug-in hybrid | Cars & Mobility | 2.13× | ||
| 04 | Bild | News | 2.13× | ||
| 05 | Coches.net | Cars & Mobility | 1.93× | ||
| 06 | Hybrids | Cars & Mobility | 1.88× | ||
| 07 | Škoda Auto | Cars & Mobility | 1.85× | ||
| 08 | Peugeot | Cars & Mobility | 1.81× | ||
| 09 | SUVs | Cars & Mobility | 1.76× | ||
| 10 | Volkswagen | Cars & Mobility | 1.66× | ||
| 11 | Engine | Cars & Mobility | 1.65× | ||
| 12 | Tire | Cars & Mobility | 1.64× | ||
| 13 | Audi | Cars & Mobility | 1.63× | ||
| 14 | Hyundai | Cars & Mobility | 1.63× | ||
| 15 | BMW | Cars & Mobility | 1.62× | ||
| 16 | Automobiles | Cars & Mobility | 1.60× | ||
| 17 | Toyota | Cars & Mobility | 1.56× | ||
| 18 | Road | Travel & Leisure | 1.56× | ||
| 19 | El Economista | News | 1.55× | ||
| 20 | Motor vehicle | Cars & Mobility | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.30× | |
| Career Orientation | POWER | 1.19× | |
| Luxury Orientation | PREMIUM | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.68× | |
| Extroversion | THRILL | 0.69× | |
| Mindfulness | BALANCE | 0.71× |
Mercedes-Benz's target market in Spain covers an estimated 4,177,009 people, concentrated in Andalusia and Community of Madrid.
33.3% of the Mercedes-Benz audience are female, 66.7% are male, with an average age of 43.4 years.
Mercedes-Benz fans show strongest brand affinity for Automobiles (1.6×), Coches.net (1.93×), and SUVs (1.76×) over the country average.
Mercedes-Benz fans in Spain are most concentrated in Andalusia (reach ~900K), Community of Madrid (reach ~800K), and Catalonia (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Mercedes-Benz itself, the audience over-indexes on Coches.net (1.93×), SUVs (1.76×), Motor vehicle (1.54×), and Škoda Auto (1.85×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Mercedes-Benz. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. 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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