Rascasse Audience Intelligence

Lexus Target Market in United States

Lexus has an estimated audience of 14.3M people in United States.

#11among Car manufacturer in United States#245among brands in United States#83in Cars & Mobility

The average Lexus fan in United States is 40.0 years old, more male, and lives primarily in California.

By number of fans, Lexus ranks #11 among the 120 objects in Car manufacturer in United States — 33.1× the group median.

Compared with the other 119 objects in Car manufacturer, Lexus fans stand out for their interest in Lexus GX, Personal luxury car and CarMax.

Most fans live in California, Texas, Florida.

Top affinities include Lexus GX, Personal luxury car, Used Cars, with strongest over-indexing on Lexus GX (11.43× the country average).

Demographically, the Lexus audience skews more male with an average age of 40.0, and over-indexes on personality traits such as Career Orientation, Need for Security.

The typical Lexus fan in United States is more male, around 40.0 years old, with strong Career Orientation tendencies and a notable affinity for Lexus GX.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
14.3M
in United States
Gender
31.2%♀
68.8% male
Age
40.0
average years
Country rank
#2417
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 Lexus

31.2% are female, 68.8% are male, average age 40.0.

Fig. 02

Gender split

31.2%
Female
68.8%
Male
Demographic split for Lexus audience in United States
MetricValue
Female31.2%
Male68.8%
Average age40.0
Estimated audience size14.3M
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Lexus audience in United States
Age bracketShare%
16-2421%
25-3418%
35-4420%
45-5420%
55+22%
Fig. 04

Worldwide distribution

20.1%

of the worldwide Lexus audience comes from United States.

Worldwide audience distribution share by country for Lexus
CountryShare
United States20.1%
Japan11.4%
China5.1%
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

Fig. 05

Top regions by affinity

Lexus customers by region in United States
#RegionReachAffinity×
01California~3M1.75×
02Texas~1.5M1.54×
03New Jersey~600K1.45×
04Florida~1.5M1.44×
05Georgia~600K1.35×
06Hawaii~80K1.34×
07Maryland~300K1.33×
08New York~1M1.27×
09Virginia~500K1.26×
10Louisiana~300K1.26×
11Nevada~200K1.26×
12Connecticut~200K1.25×
13Washington~400K1.19×
14Massachusetts~400K1.18×
15Arizona~400K1.17×
16Illinois~600K1.13×
17North Carolina~500K1.10×
18Colorado~300K1.10×
19Tennessee~300K1.07×
20Alabama~200K1.07×
21Delaware~40K1.07×
22South Carolina~200K1.06×
23Mississippi~100K1.03×
24Pennsylvania~600K1.02×
25Utah~100K1.00×
26Rhode Island~50K1.00×
27New Mexico~90K0.99×
28Oklahoma~200K0.96×
29New Hampshire~50K0.95×
30Washington, District of Columbia~30K0.94×
31Kentucky~200K0.93×
32Oregon~200K0.90×
33Arkansas~100K0.90×
34Ohio~400K0.89×
35Indiana~200K0.86×
36Kansas~100K0.86×
37Missouri~200K0.84×
38Nebraska~70K0.83×
39Minnesota~200K0.81×
40Wisconsin~200K0.79×
41Michigan~300K0.75×
42Idaho~60K0.75×
43West Virginia~60K0.75×
44Alaska~20K0.73×
45Iowa~100K0.71×
46Maine~40K0.63×
47Vermont~20K0.57×
48North Dakota~20K0.54×
49South Dakota~20K0.49×
50Montana~20K0.48×
Fig. 06

Affinity by region

Affinity by region — Lexus, United States
0.48×1.00×1.75×
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 Lexus audience vs. the country average
#·InterestCategoryAffinity×
01Lexus GXCars & Mobility11.43×
02Personal luxury carCars & Mobility6.25×
03Used CarsCars & Mobility4.57×
04CarvanaCars & Mobility3.12×
05Used carCars & Mobility2.86×
06CarMaxCars & Mobility2.69×
07AsiaTravel & Leisure2.61×
08Las VegasTravel & Leisure2.48×
09ToyotaCars & Mobility2.48×
10AutoZoneCars & Mobility2.47×
11Mobile phonesTechnology & Electronics2.13×
12SUVsCars & Mobility1.96×
13Google DocsInternet & Social Media1.86×
14Mobile appTechnology & Electronics1.83×
15Online shoppingShopping1.75×
16BusinessBusiness & Career1.66×
17ComputersTechnology & Electronics1.64×
18Video gamesGames1.59×
19AutomobilesCars & Mobility1.58×
20MoviesMovies & TV1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Lexus audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Lexus audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.63×
Need for SecurityCONSERVATISM1.61×
Luxury OrientationPREMIUM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Lexus audience vs. the country average · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.82×
CreativityOPEN0.83×
SustainabilityBALANCE0.89×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

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Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Lexus 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/lexus-10491” · Methodology