Rascasse Audience Intelligence

Lamborghini Urus Audience in United States

A data profile of the people who buy, follow and care about Lamborghini Urus in United States — modelled from more than twelve digital signal sources. Lamborghini Urus has an estimated audience of 2,966,167 people in United States.

#61among Car type in United States#38among Car Model in United States#353in Cars & Mobility

The average Lamborghini Urus fan in United States is 35.6 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Bentley Bentayga, Range Rover (L405), Bentley, with strongest over-indexing on Bentley Bentayga (116.56× the country average).

Demographically, the Lamborghini Urus audience skews more male with an average age of 35.6, and over-indexes on personality traits such as Family Orientation, 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 Lamborghini Urus fan in United States is more male, around 35.6 years old, with strong Family Orientation tendencies and a notable affinity for Bentley Bentayga.

Category: Cars & Mobility · Type: Car Model · Subtype: Car type

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 Lamborghini Urus profile in United States.

Audience size
3M
in United States
Gender
27.6%♀
72.4% male
Age
35.6
average years
Country rank
#10413
Car Model in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Lamborghini Urus fans

27.6% are female, 72.4% are male, average age 35.6.

Fig. 02

Gender split

27.6%
Female
72.4%
Male
Demographic split for Lamborghini Urus audience in United States
MetricValue
Female27.6%
Male72.4%
Average age35.6
Estimated audience size2,966,167
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the Lamborghini Urus audience in United States
Age bracketShare%
16-1922%
20-2930%
30-3920%
40-4915%
50+13%
Fig. 04

Worldwide distribution

23.3%

of the worldwide Lamborghini Urus audience comes from United States.

Worldwide audience distribution share by country for Lamborghini Urus
CountryShare
United States23.3%
Germany7.0%
United Kingdom5.6%
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 Lamborghini Urus audience in United States is strongest.

Fig. 05

Top regions by affinity

Lamborghini Urus fans by region: top regions in United States
#RegionReachAffinity×
01Florida~300K1.67×
02Georgia~100K1.46×
03Texas~400K1.41×
04California~400K1.31×
05Nevada~40K1.31×
06Arizona~80K1.26×
07New Jersey~90K1.22×
08Utah~30K1.22×
09Louisiana~50K1.21×
10New York~200K1.17×
11Illinois~100K1.13×
12Tennessee~70K1.11×
13Colorado~50K1.10×
14Connecticut~30K1.10×
15Alabama~50K1.09×
16North Carolina~100K1.07×
17Michigan~80K1.06×
18Massachusetts~60K1.06×
19South Carolina~50K1.06×
20Oklahoma~40K1.05×
21Mississippi~30K1.04×
22Washington~60K1.02×
23Maryland~50K1.02×
24Pennsylvania~100K1.00×
25Indiana~50K1.00×
26Missouri~50K0.99×
27Ohio~90K0.98×
28Virginia~70K0.98×
29Arkansas~20K0.98×
30Idaho~10K0.97×
31Delaware~8K0.95×
32Kentucky~40K0.94×
33Kansas~20K0.92×
34New Mexico~10K0.92×
35Washington, District of Columbia~8K0.92×
36Minnesota~40K0.91×
37Rhode Island~9K0.90×
38Nebraska~10K0.89×
39Wisconsin~40K0.83×
40Oregon~30K0.83×
41Hawaii~10K0.81×
42Iowa~20K0.80×
43West Virginia~10K0.80×
44New Hampshire~9K0.80×
45South Dakota~6K0.79×
46North Dakota~5K0.78×
47Wyoming~3K0.75×
48Montana~6K0.72×
49Maine~8K0.70×
50Alaska~4K0.70×
Fig. 06

Affinity by region

Affinity by region — Lamborghini Urus, United States
0.70×1.00×1.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lamborghini Urus audience
#·InterestCategoryAffinity×
01Bentley BentaygaCars & Mobility116.56×
02Lamborghini MiuraCars & Mobility47.77×
03Bentley Continental GTCars & Mobility43.96×
04Range Rover (L405)Cars & Mobility41.67×
05McLaren P1Cars & Mobility39.42×
06Mercedes-AMG GTCars & Mobility29.65×
07Bugatti ChironCars & Mobility27.33×
08Lamborghini HuracánCars & Mobility25.67×
09BentleyCars & Mobility20.00×
10Personal luxury carCars & Mobility18.18×
11Porsche CayenneCars & Mobility15.04×
12Audi R8Cars & Mobility14.07×
13Rolls-Royce Motor CarsCars & Mobility11.02×
14ConvertibleCars & Mobility10.39×
15CoupéCars & Mobility10.23×
16Manual transmissionCars & Mobility9.72×
17Sports car racingCars & Mobility9.20×
18V8 engineCars & Mobility8.45×
19Full-size carCars & Mobility7.54×
20City BankBusiness & Career6.08×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lamborghini Urus 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 Lamborghini Urus audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.89×
Need for SecurityCONSERVATISM1.61×
Luxury OrientationPREMIUM1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lamborghini Urus audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.72×
TraditionCONSERVATISM0.78×
IndividualismJOY0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Lamborghini Urus have in United States?

Lamborghini Urus has an estimated audience of 2,966,167 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Lamborghini Urus fans?

27.6% of Lamborghini Urus fans are female, 72.4% are male, with an average age of 35.6 years.

03

Which brands do Lamborghini Urus fans like most?

Lamborghini Urus fans show strongest brand affinity for Bentley Bentayga (116.56×), Range Rover (L405) (41.67×), and Bentley (20×) over the country average.

04

Where do Lamborghini Urus fans live in United States?

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

05

What other brands do Lamborghini Urus fans also like?

Beyond Lamborghini Urus itself, the audience over-indexes on Range Rover (L405) (41.67×), Bentley (20×), Personal luxury car (18.18×), and Bentley Continental GT (43.96×) compared to the United States average.

Appendix

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How to read this data

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