Rascasse Audience Intelligence

Subaru Target Market in United States

A data profile of the people who buy, follow and care about Subaru in United States — modelled from more than twelve digital signal sources. Subaru has an estimated audience of 12,681,462 people in United States.

#14among Car manufacturer in United States#274among Brand in United States#106in Cars & Mobility

The average Subaru fan in United States is 37.2 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Online shopping, Business, AutoZone, with strongest over-indexing on Online shopping (1.75× the country average).

Demographically, the Subaru audience skews more male with an average age of 37.2, and over-indexes on personality traits such as Risk Appetite, Patriotism.

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

The typical Subaru fan in United States is more male, around 37.2 years old, with strong Risk Appetite tendencies and a notable affinity for Online shopping.

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 Subaru profile in United States.

Audience size
12.7M
in United States
Gender
27.5%♀
72.5% male
Age
37.2
average years
Country rank
#2815
Brand in United States
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Subaru

27.5% are female, 72.5% are male, average age 37.2.

Fig. 02

Gender split

27.5%
Female
72.5%
Male
Demographic split for Subaru audience in United States
MetricValue
Female27.5%
Male72.5%
Average age37.2
Estimated audience size12,681,462
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Subaru audience in United States
Age bracketShare%
16-1928%
20-2919%
30-3916%
40-4916%
50+21%
Fig. 04

Worldwide distribution

30.0%

of the worldwide Subaru audience comes from United States.

Worldwide audience distribution share by country for Subaru
CountryShare
United States30.0%
Japan9.7%
Canada5.1%
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 Subaru audience in United States is strongest.

Fig. 05

Top regions by affinity

Subaru customers by region in United States
#RegionReachAffinity×
01Vermont~40K1.68×
02Colorado~300K1.36×
03New Hampshire~70K1.33×
04Washington~400K1.31×
05Alaska~40K1.31×
06West Virginia~80K1.30×
07Oregon~200K1.28×
08Idaho~80K1.27×
09Connecticut~200K1.26×
10Maine~60K1.24×
11Pennsylvania~500K1.21×
12Utah~100K1.15×
13Montana~40K1.07×
14Wisconsin~200K1.04×
15Minnesota~200K1.04×
16Massachusetts~300K1.03×
17Nebraska~70K1.03×
18New Jersey~300K1.02×
19Virginia~300K1.01×
20Indiana~200K0.99×
21South Dakota~30K0.98×
22Nevada~100K0.97×
23California~1.5M0.96×
24New York~700K0.96×
25Ohio~400K0.96×
26Maryland~200K0.96×
27New Mexico~60K0.96×
28Rhode Island~40K0.96×
29Missouri~200K0.95×
30Delaware~40K0.95×
31North Dakota~30K0.94×
32Michigan~300K0.93×
33Arizona~300K0.92×
34Arkansas~100K0.91×
35Illinois~400K0.90×
36North Carolina~400K0.90×
37Tennessee~200K0.90×
38Oklahoma~100K0.87×
39Texas~1M0.84×
40Iowa~90K0.84×
41Kansas~90K0.84×
42Hawaii~50K0.83×
43Florida~700K0.81×
44Georgia~300K0.81×
45South Carolina~200K0.79×
46Kentucky~100K0.79×
47Washington, District of Columbia~30K0.74×
48Alabama~100K0.73×
49Louisiana~100K0.71×
50Mississippi~60K0.59×
Fig. 06

Affinity by region

Affinity by region — Subaru, United States
0.59×1.00×1.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Subaru audience
#·InterestCategoryAffinity×
01CarcareCars & Mobility4.59×
02Compact carCars & Mobility4.28×
03Car classificationCars & Mobility3.59×
04HybridsCars & Mobility3.44×
05EngineCars & Mobility3.04×
06BusCars & Mobility3.01×
07Commercial vehicleCars & Mobility2.69×
08Used CarsCars & Mobility2.67×
09Fishing reelSports2.62×
10AutoZoneCars & Mobility2.58×
11RoadTravel & Leisure2.32×
12RVsCars & Mobility2.29×
13Used carCars & Mobility2.14×
14Motor vehicleCars & Mobility2.05×
15SUVsCars & Mobility1.99×
16Online shoppingShopping1.75×
17ManufacturingBusiness & Career1.72×
18BusinessBusiness & Career1.64×
19AutomobilesCars & Mobility1.58×
20North AmericaTravel & Leisure1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Subaru 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 Subaru audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.34×
PatriotismCONSERVATISM1.21×
Need for SecurityCONSERVATISM1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Subaru audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.85×
IndulgenceJOY0.87×
SpiritualityBALANCE0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Subaru's target market in United States?

Subaru's target market in United States covers an estimated 12,681,462 people, concentrated in California and Texas.

02

What is the gender split and age of Subaru customers?

27.5% of the Subaru audience are female, 72.5% are male, with an average age of 37.2 years.

03

Which brands do Subaru fans like most?

Subaru fans show strongest brand affinity for Online shopping (1.75×), Business (1.64×), and AutoZone (2.58×) over the country average.

04

Where do Subaru fans live in United States?

Subaru fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1M), and Florida (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Subaru fans also like?

Beyond Subaru itself, the audience over-indexes on Business (1.64×), AutoZone (2.58×), Engine (3.04×), and Motor vehicle (2.05×) compared to the United States average.

Appendix

Explore more audiences

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

More Car manufacturer audiences in United States

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See Subaru audiences in other countries

How to read this data

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