Rascasse Audience Intelligence

Mercedes-Benz S-Class Audience in United States

Mercedes-Benz S-Class has an estimated audience of 1.3M people in United States.

#154among Car type in United States
#153among Car Model in United States
#662in Cars & Mobility

The average Mercedes-Benz S-Class fan in United States is 38.2 years old, more male, and lives primarily in California.

Its fans are 0.9 years younger than the group average of 39.1.

Compared with the other 1187 objects in Car type, Mercedes-Benz S-Class fans stand out for their interest in Women's British Open, Spyglass Hill Golf Course and The Connaught (hotel).

Interest is seasonal: June, July and September account for 36% of the year's searches, December is the quietest month.

Most fans live in California, Florida, Texas.

Top affinities include Women's British Open, Spyglass Hill Golf Course, The Connaught (hotel), with strongest over-indexing on Women's British Open (136.75× the country average).

Demographically, the Mercedes-Benz S-Class audience skews more male with an average age of 38.2, and over-indexes on personality traits such as Career Orientation, Quality Awareness.

The typical Mercedes-Benz S-Class fan in United States is more male, around 38.2 years old, with strong Career Orientation tendencies and a notable affinity for Women's British Open.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
1.3M
in United States
Gender
27.8%♀
72.2% male
Age
38.2
average years
Country rank
#20725
among all objects in United States
Fig. 01

Search interest · 12-month trend

-76%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Mercedes-Benz S-Class fans

27.8% are female, 72.2% are male, average age 38.2.

Fig. 02

Gender split

27.8%
Female
72.2%
Male
Demographic split for Mercedes-Benz S-Class audience in United States
MetricValue
Female27.8%
Male72.2%
Average age38.2
Estimated audience size1.3M
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Mercedes-Benz S-Class audience in United States
Age bracketShare%
16-2427%
25-3419%
35-4417%
45-5418%
55+20%
Fig. 04

Worldwide distribution

27.5%

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

Worldwide audience distribution share by country for Mercedes-Benz S-Class
CountryShare
United States27.5%
India10.1%
United Kingdom8.2%
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

Fig. 05

Top regions by affinity

Mercedes-Benz S-Class fans by region: top regions in United States
#RegionReachAffinity×
01Florida~100K1.60×
02California~200K1.57×
03Georgia~60K1.50×
04New York~100K1.37×
05New Jersey~50K1.37×
06Texas~100K1.34×
07Alabama~30K1.34×
08Louisiana~20K1.31×
09Connecticut~20K1.27×
10Mississippi~10K1.26×
11South Carolina~30K1.25×
12Maryland~30K1.24×
13Virginia~40K1.23×
14Nevada~10K1.20×
15Delaware~4K1.13×
16Massachusetts~30K1.12×
17Illinois~50K1.11×
18Pennsylvania~50K1.10×
19North Carolina~50K1.10×
20Washington, District of Columbia~3K1.09×
21Arizona~30K1.08×
22Rhode Island~4K1.05×
23Tennessee~30K1.03×
24Washington~30K0.97×
25Arkansas~10K0.97×
26Oklahoma~10K0.95×
27Ohio~40K0.94×
28Michigan~40K0.94×
29Indiana~20K0.94×
30New Mexico~7K0.91×
31New Hampshire~5K0.91×
32Kansas~10K0.90×
33Hawaii~5K0.90×
34Kentucky~20K0.89×
35Colorado~20K0.88×
36Utah~10K0.87×
37Missouri~20K0.86×
38Maine~4K0.85×
39Alaska~2K0.85×
40West Virginia~6K0.84×
41Minnesota~20K0.83×
42Oregon~10K0.83×
43North Dakota~2K0.83×
44Vermont~2K0.83×
45South Dakota~3K0.82×
46Nebraska~6K0.81×
47Wisconsin~20K0.78×
48Idaho~5K0.77×
49Montana~3K0.77×
50Iowa~9K0.75×
Fig. 06

Affinity by region

Affinity by region — Mercedes-Benz S-Class, United States
0.75×1.00×1.60×
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 S-Class audience vs. the country average
#·InterestCategoryAffinity×
01Women's British OpenSports136.75×
02Spyglass Hill Golf CourseSports117.86×
03The Connaught (hotel)Travel & Leisure104.65×
04Shane LowrySports100.17×
05VistaJetTravel & Leisure94.44×
06PGA National Golf ClubSports92.78×
07Royal Troon Golf ClubSports90.00×
08Southern Hills Country ClubPOI87.79×
09Rolls-Royce GhostCars & Mobility82.21×
10BMW 1 SeriesCars & Mobility74.03×
11Porsche BoxsterCars & Mobility68.44×
12BMW X1Cars & Mobility61.38×
13Mercedes-Benz GLA-ClassCars & Mobility50.87×
14Mercedes-Benz E-ClassCars & Mobility49.41×
15Tesla RoadsterCars & Mobility47.64×
16BMW X6Cars & Mobility46.13×
17Audi A6Cars & Mobility44.27×
18Audi Q7Cars & Mobility40.97×
19Alternative fuel vehicleCars & Mobility39.93×
20Google NewsNews19.27×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Mercedes-Benz S-Class audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Mercedes-Benz S-Class audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.43×
Quality AwarenessPREMIUM2.40×
Luxury OrientationPREMIUM2.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Mercedes-Benz S-Class audience vs. the country average · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.70×
ExtroversionTHRILL0.77×
Community OrientationOPEN0.78×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Mercedes-Benz S-Class over the last 12 months. Modelled, not counted; people interested in several car models 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-s-class-17437” · Methodology