Rascasse Audience Intelligence

Volvo Target Market in United States

Volvo has an estimated audience of 6.3M people in United States.

#32among Car manufacturer in United States#601among brands in United States#224in Cars & Mobility

The average Volvo fan in United States is 41.2 years old, more male, and lives primarily in California.

By number of fans, Volvo ranks #32 among the 120 objects in Car manufacturer in United States — 14.6× the group median.

Its fans are 1.5 years older than the group average of 39.7.

Women make up 32.4% of the fan base, 1.3 percentage points more than the group average.

Compared with the other 119 objects in Car manufacturer, Volvo fans stand out for their interest in Light truck, Semi-trailer and Machining.

Most fans live in California, Texas, New York.

Top affinities include Light truck, Semi-trailer, Machining, with strongest over-indexing on Light truck (8.2× the country average).

Demographically, the Volvo audience skews more male with an average age of 41.2, and over-indexes on personality traits such as Quality Awareness, Career Orientation.

The typical Volvo fan in United States is more male, around 41.2 years old, with strong Quality Awareness tendencies and a notable affinity for Light truck.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
6.3M
in United States
Gender
32.4%♀
67.6% male
Age
41.2
average years
Country rank
#5421
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Volvo

32.4% are female, 67.6% are male, average age 41.2.

Fig. 02

Gender split

32.4%
Female
67.6%
Male
Demographic split for Volvo audience in United States
MetricValue
Female32.4%
Male67.6%
Average age41.2
Estimated audience size6.3M
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Volvo audience in United States
Age bracketShare%
16-2415%
25-3420%
35-4421%
45-5422%
55+21%
Fig. 04

Worldwide distribution

12.4%

of the worldwide Volvo audience comes from United States.

Worldwide audience distribution share by country for Volvo
CountryShare
United States12.4%
Japan6.7%
Brazil6.2%
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

Volvo customers by region in United States
#RegionReachAffinity×
01Connecticut~100K1.55×
02New Hampshire~40K1.48×
03Vermont~20K1.46×
04New Jersey~200K1.43×
05Massachusetts~200K1.37×
06Maine~30K1.31×
07South Carolina~100K1.28×
08Washington, District of Columbia~20K1.25×
09Washington~200K1.24×
10New York~500K1.19×
11Virginia~200K1.18×
12Pennsylvania~300K1.17×
13Colorado~100K1.14×
14Rhode Island~20K1.13×
15Illinois~300K1.12×
16Maryland~100K1.12×
17Oregon~90K1.12×
18California~800K1.11×
19Florida~400K1.08×
20North Carolina~200K1.08×
21Texas~500K1.06×
22Louisiana~90K1.05×
23Georgia~200K1.02×
24Arizona~100K1.01×
25Delaware~20K0.99×
26Minnesota~100K0.95×
27Alabama~90K0.93×
28Tennessee~100K0.90×
29Utah~60K0.89×
30Alaska~10K0.89×
31Ohio~200K0.88×
32Missouri~100K0.88×
33Nevada~50K0.85×
34Arkansas~50K0.85×
35Indiana~100K0.84×
36Wisconsin~90K0.84×
37Michigan~200K0.82×
38Oklahoma~60K0.82×
39New Mexico~30K0.82×
40Nebraska~30K0.82×
41Iowa~50K0.81×
42Mississippi~50K0.81×
43Kansas~40K0.81×
44Kentucky~70K0.79×
45West Virginia~30K0.79×
46Idaho~30K0.76×
47Montana~10K0.72×
48South Dakota~10K0.67×
49North Dakota~9K0.64×
50Hawaii~20K0.61×
Fig. 06

Affinity by region

Affinity by region — Volvo, United States
0.61×1.00×1.55×
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 Volvo audience vs. the country average
#·InterestCategoryAffinity×
01Light truckCars & Mobility8.20×
02Semi-trailerCars & Mobility7.54×
03MachiningBusiness & Career6.54×
04Truck classificationTopic6.53×
05Fishing reelSports6.12×
06BusCars & Mobility6.04×
07Hand toolHome & Garden4.59×
08RoadTravel & Leisure3.68×
09Freight transportCars & Mobility3.48×
10TransportCars & Mobility2.85×
11AutoZoneCars & Mobility2.42×
12Mobile phonesTechnology & Electronics2.10×
13U.S. stateTravel & Leisure1.92×
14Mobile appTechnology & Electronics1.90×
15Online shoppingShopping1.75×
16Video gamesGames1.73×
17Personal financeBusiness & Career1.69×
18ComputersTechnology & Electronics1.67×
19BusinessBusiness & Career1.66×
20Fitness and wellnessSports1.57×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Volvo audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Volvo audience vs. the country average · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.72×
Career OrientationPOWER1.70×
PatriotismCONSERVATISM1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Volvo audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.73×
CreativityOPEN0.81×
SustainabilityBALANCE0.91×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

See Volvo audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Volvo over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/volvo-1176” · Methodology