Rascasse Audience Intelligence

Porsche Target Market in Italy

A data profile of the people who buy, follow and care about Porsche in Italy — modelled from more than twelve digital signal sources. Porsche has an estimated audience of 6,666,646 people in Italy.

#11among Car manufacturer in Italy#67among Brand in Italy#41in Cars & Mobility

The average Porsche fan in Italy is 39.7 years old, more male, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Lazio, Veneto.

Top brand affinities include AutoScout24, Used car, Hybrids, with strongest over-indexing on AutoScout24 (1.63× the country average).

Demographically, the Porsche audience skews more male with an average age of 39.7, and over-indexes on personality traits such as Need for Security, Risk Appetite.

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

The typical Porsche fan in Italy is more male, around 39.7 years old, with strong Need for Security tendencies and a notable affinity for AutoScout24.

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 Porsche profile in Italy.

Audience size
6.7M
in Italy
Gender
33.7%♀
66.3% male
Age
39.7
average years
Country rank
#914
Brand in Italy
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Porsche

33.7% are female, 66.3% are male, average age 39.7.

Fig. 02

Gender split

33.7%
Female
66.3%
Male
Demographic split for Porsche audience in Italy
MetricValue
Female33.7%
Male66.3%
Average age39.7
Estimated audience size6,666,646
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Porsche audience in Italy
Age bracketShare%
16-1920%
20-2919%
30-3919%
40-4920%
50+22%
Fig. 04

Worldwide distribution

6.3%

of the worldwide Porsche audience comes from Italy.

Worldwide audience distribution share by country for Porsche
CountryShare
United States15.5%
Germany7.5%
Italy6.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Porsche audience in Italy is strongest.

Fig. 05

Top regions by affinity

Porsche customers by region in Italy
#RegionReachAffinity×
01Lombardy~2M1.50×
02Veneto~800K1.45×
03Trentino-Alto Adige/Südtirol~200K1.26×
04Emilia-Romagna~700K1.22×
05Tuscany~500K1.13×
06Piedmont~500K1.12×
07Lazio~900K1.09×
08Sicilia~600K1.07×
09Puglia~500K0.99×
10Marche~200K0.99×
11Campania~700K0.98×
12Calabria~200K0.98×
13Friuli-Venezia Giulia~100K0.94×
14Abruzzo~100K0.93×
15Liguria~200K0.90×
16Umbria~90K0.85×
17Sardinia~100K0.73×
18Basilicata~40K0.73×
19Aosta Valley~10K0.66×
20Molise~20K0.62×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Porsche audience
#·InterestCategoryAffinity×
01StuttgartTravel & Leisure2.00×
02Antique carCars & Mobility1.85×
03Audi Q3Cars & Mobility1.84×
04Used carCars & Mobility1.82×
05Vintage carCars & Mobility1.71×
06LamborghiniCars & Mobility1.70×
07AutoScout24Cars & Mobility1.63×
08SupercarCars & Mobility1.63×
09Motorcycle accessoriesCars & Mobility1.61×
10Plug-in hybridCars & Mobility1.60×
11PolishingHome & Garden1.60×
12Range RoverCars & Mobility1.59×
13Scuderia FerrariSports1.57×
14Aston MartinCars & Mobility1.57×
15Car dealershipCars & Mobility1.55×
16Land RoverCars & Mobility1.53×
17Motorcycle helmetCars & Mobility1.52×
18FerrariCars & Mobility1.51×
19HybridsCars & Mobility1.50×
20MaseratiCars & Mobility1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Porsche 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 Porsche audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.01×
Risk AppetiteTHRILL0.99×
Early Adopter MentalityPOWER0.98×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Porsche audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.56×
SpiritualityBALANCE0.64×
MindfulnessBALANCE0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Porsche's target market in Italy?

Porsche's target market in Italy covers an estimated 6,666,646 people, concentrated in Lombardy and Lazio.

02

What is the gender split and age of Porsche customers?

33.7% of the Porsche audience are female, 66.3% are male, with an average age of 39.7 years.

03

Which brands do Porsche fans like most?

Porsche fans show strongest brand affinity for AutoScout24 (1.63×), Used car (1.82×), and Hybrids (1.5×) over the country average.

04

Where do Porsche fans live in Italy?

Porsche fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~900K), and Veneto (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Porsche fans also like?

Beyond Porsche itself, the audience over-indexes on Used car (1.82×), Hybrids (1.5×), Ferrari (1.51×), and Motorcycle accessories (1.61×) compared to the Italy average.

Appendix

Explore more audiences

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

More Car manufacturer audiences in Italy

See Porsche audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy who actively search for Porsche. 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 Italy. 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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