Rascasse Audience Intelligence

Mercedes-Benz Target Market in United States

Mercedes-Benz has an estimated audience of 30.9M people in United States.

#2among Car manufacturer in United States#99among brands in United States#22in Cars & Mobility

The average Mercedes-Benz fan in United States is 38.1 years old, more male, and lives primarily in California.

By number of fans, Mercedes-Benz ranks #2 among the 120 objects in Car manufacturer in United States — 80.3× the group median.

Its fans are 1.7 years younger than the group average of 39.8.

Women make up 31.9% of the fan base, 1.1 percentage points more than the group average.

Compared with the other 119 objects in Car manufacturer, Mercedes-Benz fans stand out for their interest in Mercedes-AMG, Vintage car and Nike.

Most fans live in California, Florida, Texas.

Top affinities include Mercedes-AMG, Polishing, Carcare, with strongest over-indexing on Mercedes-AMG (4.57× the country average).

Demographically, the Mercedes-Benz audience skews more male with an average age of 38.1, and over-indexes on personality traits such as Luxury Orientation, Risk Appetite.

The typical Mercedes-Benz fan in United States is more male, around 38.1 years old, with strong Luxury Orientation tendencies and a notable affinity for Mercedes-AMG.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
30.9M
in United States
Gender
31.9%♀
68.1% male
Age
38.1
average years
Country rank
#874
among all objects in United States
Fig. 01

Search interest · 12-month trend

-1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Mercedes-Benz

31.9% are female, 68.1% are male, average age 38.1.

Fig. 02

Gender split

31.9%
Female
68.1%
Male
Demographic split for Mercedes-Benz audience in United States
MetricValue
Female31.9%
Male68.1%
Average age38.1
Estimated audience size30.9M
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Mercedes-Benz audience in United States
Age bracketShare%
16-2426%
25-3419%
35-4419%
45-5418%
55+18%
Fig. 04

Worldwide distribution

19.6%

of the worldwide Mercedes-Benz audience comes from United States.

Worldwide audience distribution share by country for Mercedes-Benz
CountryShare
United States19.6%
Germany8.1%
Italy5.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Mercedes-Benz customers by region in United States
#RegionReachAffinity×
01Florida~3.5M1.77×
02New Jersey~1.5M1.59×
03California~5.5M1.56×
04Georgia~1.5M1.49×
05Alabama~700K1.46×
06Texas~3M1.44×
07Louisiana~600K1.40×
08Mississippi~400K1.39×
09New York~2.5M1.38×
10Maryland~800K1.33×
11Connecticut~400K1.29×
12South Carolina~600K1.26×
13Nevada~400K1.24×
14Delaware~100K1.23×
15Illinois~1.5M1.18×
16Massachusetts~700K1.16×
17Virginia~900K1.14×
18North Carolina~1M1.11×
19Pennsylvania~1.5M1.09×
20Arizona~800K1.09×
21Rhode Island~100K1.01×
22Tennessee~700K1.00×
23Ohio~1M0.95×
24Arkansas~300K0.94×
25New Mexico~200K0.93×
26Indiana~600K0.92×
27Washington, District of Columbia~60K0.92×
28Washington~600K0.91×
29Colorado~500K0.89×
30Oklahoma~300K0.88×
31Utah~300K0.88×
32Michigan~800K0.87×
33Kentucky~400K0.87×
34New Hampshire~100K0.86×
35Minnesota~400K0.82×
36Oregon~300K0.81×
37Kansas~200K0.81×
38Missouri~500K0.80×
39Wisconsin~400K0.76×
40West Virginia~100K0.75×
41Nebraska~100K0.74×
42Hawaii~100K0.72×
43Idaho~100K0.67×
44Maine~80K0.67×
45Iowa~200K0.66×
46Alaska~40K0.63×
47Vermont~40K0.60×
48Montana~60K0.59×
49North Dakota~40K0.58×
50South Dakota~50K0.57×
Fig. 06

Affinity by region

Affinity by region — Mercedes-Benz, United States
0.57×1.00×1.77×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Mercedes-Benz audience vs. the country average
#·InterestCategoryAffinity×
01Mercedes-AMGCars & Mobility4.57×
02PolishingHome & Garden3.93×
03CarcareCars & Mobility3.90×
04Rolls-Royce Motor CarsCars & Mobility3.72×
05Vintage carCars & Mobility2.90×
06Car classificationCars & Mobility2.80×
07Jaguar CarsCars & Mobility2.78×
08AudiCars & Mobility2.77×
09PorscheCars & Mobility2.75×
10BMWCars & Mobility2.63×
11BusCars & Mobility2.48×
12Used CarsCars & Mobility2.25×
13AutoZoneCars & Mobility1.89×
14Used carCars & Mobility1.80×
15RoadTravel & Leisure1.79×
16SUVsCars & Mobility1.75×
17Motor vehicleCars & Mobility1.65×
18AutomobilesCars & Mobility1.58×
19XRPBusiness & Career1.54×
20NikeFashion & Accessoires1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Mercedes-Benz audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Mercedes-Benz audience vs. the country average · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.42×
Risk AppetiteTHRILL1.31×
Early Adopter MentalityPOWER1.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Mercedes-Benz audience vs. the country average · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.70×
SustainabilityBALANCE0.84×
Convenience OrientationPREMIUM0.85×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

Related rankings

See Mercedes-Benz audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Mercedes-Benz over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/mercedes-benz-11040” · Methodology