Rascasse Audience Intelligence

Fiat Target Market in United States

Name: Fiat — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Fiat in United States — modelled from more than twelve digital signal sources. Fiat has an estimated audience of 3,874,281 people in United States.

#35among Car manufacturer in United States #847among Brand in United States #307in Cars & Mobility

The average Fiat fan in United States is 37.7 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include AutoZone, Discount Tire, CarGurus, with strongest over-indexing on AutoZone (1.67× the country average).

Demographically, the Fiat audience skews more male with an average age of 37.7, and over-indexes on personality traits such as Mindfulness, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Fiat fan in United States is more male, around 37.7 years old, with strong Mindfulness tendencies and a notable affinity for AutoZone.

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 Fiat profile in United States.

Audience size

3.9M

in United States

Gender

20.4%♀

79.6% male

Age

37.7

average years

Country rank

#8244

Brand in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of Fiat

20.4% are female, 79.6% are male, average age 37.7.

Fig. 02

Gender split

20.4%

Female

79.6%

Male

Demographic split for Fiat audience in United States
Metric	Value
Female	20.4%
Male	79.6%
Average age	37.7
Estimated audience size	3,874,281

Fig. 03

Age distribution

Age distribution of the Fiat audience in United States
Age bracket	Share	%
16-19		25%
20-29		18%
30-39		19%
40-49		19%
50+		18%

Fig. 04

Worldwide distribution

7.2%

of the worldwide Fiat audience comes from United States.

Worldwide audience distribution share by country for Fiat
Country	Share
Brazil	17.3%
Italy	14.7%
United States	7.2%

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

Where the Fiat audience in United States is strongest.

Fig. 05

Top regions by affinity

Fiat customers by region in United States
#	Region	Reach	×
01	California	~600K	1.31×
02	Texas	~400K	1.24×
03	Washington, District of Columbia	~10K	1.23×
04	Florida	~300K	1.22×
05	Washington	~90K	1.18×
06	Arizona	~90K	1.16×
07	Oregon	~50K	1.14×
08	Nevada	~40K	1.11×
09	Virginia	~100K	1.08×
10	New Mexico	~20K	1.07×
11	New York	~200K	1.05×
12	Illinois	~100K	1.05×
13	Arkansas	~30K	1.05×
14	Hawaii	~20K	1.05×
15	Georgia	~100K	1.04×
16	Massachusetts	~80K	1.04×
17	Louisiana	~50K	1.04×
18	Kansas	~30K	1.04×
19	New Jersey	~100K	1.03×
20	Tennessee	~80K	1.03×
21	Pennsylvania	~100K	1.01×
22	Idaho	~20K	1.01×
23	Maryland	~70K	1.00×
24	Utah	~30K	1.00×
25	North Carolina	~100K	0.99×
26	Oklahoma	~40K	0.99×
27	Connecticut	~40K	0.99×
28	Missouri	~60K	0.98×
29	South Carolina	~60K	0.98×
30	West Virginia	~20K	0.98×
31	Maine	~10K	0.98×
32	Colorado	~60K	0.97×
33	Nebraska	~20K	0.97×
34	Ohio	~100K	0.96×
35	Indiana	~70K	0.96×
36	New Hampshire	~10K	0.96×
37	Rhode Island	~10K	0.96×
38	Alabama	~50K	0.95×
39	Vermont	~6K	0.95×
40	Mississippi	~30K	0.94×
41	Kentucky	~40K	0.91×
42	Minnesota	~50K	0.90×
43	Michigan	~90K	0.89×
44	Delaware	~10K	0.89×
45	Wisconsin	~50K	0.88×
46	Alaska	~7K	0.88×
47	Iowa	~30K	0.86×
48	South Dakota	~8K	0.85×
49	Montana	~9K	0.83×
50	North Dakota	~7K	0.82×

Affinity by region — Fiat, United States

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fiat audience
#	Interest	Category	×
01	Citroën	Cars & Mobility	7.46×
02	Škoda Auto	Cars & Mobility	5.32×
03	Serie A	Sports	3.80×
04	Yamaha Motor Company	Cars & Mobility	3.05×
05	Mazda	Cars & Mobility	2.99×
06	Motorcycle helmet	Cars & Mobility	2.68×
07	Full-size car	Cars & Mobility	2.51×
08	Discount Tire	Shopping	2.35×
09	Autotrader	Cars & Mobility	2.17×
10	CarGurus	Cars & Mobility	2.15×
11	Carvana	Cars & Mobility	1.91×
12	Real Madrid C.F.	Sports	1.87×
13	Used Cars	Cars & Mobility	1.86×
14	Tesla Motors	Cars & Mobility	1.86×
15	Advance Auto Parts	Cars & Mobility	1.82×
16	O'Reilly Auto Parts	Cars & Mobility	1.79×
17	CarMax	Cars & Mobility	1.75×
18	Wrench	Home & Garden	1.72×
19	AutoZone	Cars & Mobility	1.67×
20	Solar energy	Home & Garden	1.59×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fiat 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 Fiat audience · What stands out
Trait	Cluster	Score
Mindfulness	BALANCE	1.40×
Need for Security	CONSERVATISM	1.21×
Patriotism	CONSERVATISM	1.20×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Fiat audience · Rather not
Trait	Cluster	Score
Individualism	JOY	0.65×
Convenience Orientation	PREMIUM	0.67×
Healthy Lifestyle	BALANCE	0.76×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is Fiat's target market in United States?

Fiat's target market in United States covers an estimated 3,874,281 people, concentrated in California and Texas.

What is the gender split and age of Fiat customers?

20.4% of the Fiat audience are female, 79.6% are male, with an average age of 37.7 years.

Which brands do Fiat fans like most?

Fiat fans show strongest brand affinity for AutoZone (1.67×), Discount Tire (2.35×), and CarGurus (2.15×) over the country average.

Where do Fiat fans live in United States?

Fiat fans in United States are most concentrated in California (reach ~600K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

What other brands do Fiat fans also like?

Beyond Fiat itself, the audience over-indexes on Discount Tire (2.35×), CarGurus (2.15×), Real Madrid C.F. (1.87×), and Mazda (2.99×) compared to the United States average.

Appendix

Explore more audiences

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

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How to read this data

Audience size is the estimated number of people in United States who actively search for Fiat. 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 United States. 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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