Mercedes-Benz Audience in United States

Mercedes-Benz logo

Mercedes-Benz has an estimated audience of 20,837,636 people in United States. 31.9% are female, 68.1% are male, average age 37.4. Top regions: California, Texas, Florida. Top brand affinities: Automobiles, AutoZone, SUVs, Polishing, Motor vehicle.

The average Mercedes-Benz fan in United States is 37.4 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Automobiles, AutoZone, SUVs, with strongest over-indexing on Automobiles (1.58× the country average). Demographically, the Mercedes-Benz audience skews more male with an average age of 37.4, and over-indexes on personality traits such as Luxury Orientation, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Mercedes-Benz fans

Demographic split for Mercedes-Benz audience in United States
MetricValue
Female31.9%
Male68.1%
Average age37.4
Estimated audience size20,837,636

Audience persona

The typical Mercedes-Benz fan in United States is more male, around 37.4 years old, with strong Luxury Orientation tendencies and a notable affinity for Automobiles.

Top regions in United States

Top regions ranked by reach for Mercedes-Benz in United States
RegionReachAffinity
California3,763,4731.64×
Texas2,664,8951.49×
Florida2,521,8961.79×
New York1,752,7371.51×
Georgia982,1441.53×
New Jersey860,4901.62×
Illinois846,7851.22×
Pennsylvania806,5891.15×
North Carolina733,1991.17×
Virginia601,4991.19×
Ohio597,9540.93×
Massachusetts489,9991.19×
Michigan486,9580.89×
Maryland474,2381.32×
Arizona474,1081.11×
Tennessee431,1511.03×
Alabama407,1741.4×
South Carolina406,5971.3×
Washington404,4000.97×
Louisiana377,5741.41×
Indiana369,5380.97×
Colorado296,1990.9×
Missouri279,1060.83×
Connecticut267,5051.28×
Minnesota253,0780.85×
Nevada249,5511.24×
Mississippi231,8581.35×
Kentucky230,2220.88×
Wisconsin226,6830.72×
Oklahoma208,6590.9×
Oregon198,3200.83×
Utah169,1270.91×
Arkansas154,5460.9×
Kansas126,3140.77×
Iowa105,8790.62×
New Mexico93,9770.9×
Nebraska70,6680.68×
Delaware68,1101.18×
Idaho67,1550.64×
New Hampshire65,0080.79×
West Virginia64,7180.67×
Rhode Island62,4090.94×
Hawaii62,1340.69×
Washington, District of Columbia59,5310.95×
Maine48,7330.65×
Montana29,8410.52×
South Dakota23,7990.49×
Alaska23,2770.52×
North Dakota21,5660.5×
Vermont18,5400.51×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Mercedes-Benz audience
BrandAffinityCategory
Automobiles1.58×Cars & Mobility
AutoZone1.89×Cars & Mobility
SUVs1.75×Cars & Mobility
Polishing3.93×Home & Garden
Motor vehicle1.65×Cars & Mobility
Bus2.48×Cars & Mobility
BMW2.63×Cars & Mobility
Carcare3.9×Cars & Mobility
Road1.79×Travel & Leisure
Used car1.8×Cars & Mobility
Porsche2.75×Cars & Mobility
Car classification2.8×Cars & Mobility
Used Cars2.25×Cars & Mobility
Vintage car2.9×Cars & Mobility
RVs1.81×Cars & Mobility
Motorcycle racing2.2×Cars & Mobility
Audi2.77×Cars & Mobility
Wheel1.61×Cars & Mobility
Commercial vehicle2.08×Cars & Mobility
Engine1.85×Cars & Mobility

Psychographic profile

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

Top personality traits over-indexed by Mercedes-Benz audience
TraitClusterScore
Luxury OrientationPREMIUM1.49
Early Adopter MentalityPOWER1.46
LGBTQ+ IdentityOPEN1.29
Quality AwarenessPREMIUM1.23
Design AffinityPREMIUM1.22
Sports ActivityPOWER1.19

Worldwide distribution

Worldwide audience distribution share by country for Mercedes-Benz
CountryShare
United States17.4%
Germany6.7%
Italy5.8%

See Mercedes-Benz audiences in other countries

More Car manufacturer audiences in United States

Frequently asked questions

How many fans does Mercedes-Benz have in United States?

Mercedes-Benz has an estimated audience of 20,837,636 people in United States, concentrated in California and Texas.

What is the gender split and age of Mercedes-Benz fans?

31.9% of Mercedes-Benz fans are female, 68.1% are male, with an average age of 37.4 years.

Which brands do Mercedes-Benz fans like most?

Mercedes-Benz fans show strongest brand affinity for Automobiles (1.58×), AutoZone (1.89×), and SUVs (1.75×) over the country average.

Where do Mercedes-Benz fans live in United States?

Mercedes-Benz fans in United States are most concentrated in California (reach 3,763,473), Texas (reach 2,664,895), and Florida (reach 2,521,896). These three regions account for the largest share of the active audience.

What other brands do Mercedes-Benz fans also like?

Beyond Mercedes-Benz itself, the audience over-indexes on AutoZone (1.89×), SUVs (1.75×), Polishing (3.93×), and Motor vehicle (1.65×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States 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.

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.