Rascasse Audience Intelligence

Hyundai Target Market in United States

Hyundai has an estimated audience of 15.3M people in United States.

#9among Car manufacturer in United States#225among brands in United States#79in Cars & Mobility

The average Hyundai fan in United States is 38.1 years old, more male, and lives primarily in California.

By number of fans, Hyundai ranks #9 among the 120 objects in Car manufacturer in United States — 35.5× the group median.

Its fans are 1.6 years younger than the group average of 39.7.

Women make up 25.4% of the fan base, 5.7 percentage points fewer than the group average.

Compared with the other 119 objects in Car manufacturer, Hyundai fans stand out for their interest in Hyundai Tucson, Advance Auto Parts and O'Reilly Auto Parts.

Most fans live in California, Florida, Texas.

Top affinities include Hyundai Tucson, Advance Auto Parts, Used Cars, with strongest over-indexing on Hyundai Tucson (13.64× the country average).

Demographically, the Hyundai audience skews more male with an average age of 38.1, and over-indexes on personality traits such as Need for Security, Family Orientation.

The typical Hyundai fan in United States is more male, around 38.1 years old, with strong Need for Security tendencies and a notable affinity for Hyundai Tucson.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
15.3M
in United States
Gender
25.4%♀
74.6% male
Age
38.1
average years
Country rank
#2239
among all objects in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Hyundai

25.4% are female, 74.6% are male, average age 38.1.

Fig. 02

Gender split

25.4%
Female
74.6%
Male
Demographic split for Hyundai audience in United States
MetricValue
Female25.4%
Male74.6%
Average age38.1
Estimated audience size15.3M
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Hyundai audience in United States
Age bracketShare%
16-2426%
25-3419%
35-4419%
45-5418%
55+19%
Fig. 04

Worldwide distribution

14.7%

of the worldwide Hyundai audience comes from United States.

Worldwide audience distribution share by country for Hyundai
CountryShare
United States14.7%
Italy5.5%
Germany5.5%
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

Hyundai customers by region in United States
#RegionReachAffinity×
01Florida~1.5M1.52×
02Georgia~700K1.36×
03Alabama~300K1.34×
04New Jersey~600K1.32×
05Louisiana~300K1.27×
06Connecticut~200K1.24×
07Mississippi~200K1.24×
08Texas~1.5M1.21×
09South Carolina~300K1.20×
10Illinois~700K1.16×
11Maryland~300K1.16×
12Virginia~500K1.15×
13Tennessee~400K1.15×
14Rhode Island~60K1.15×
15Pennsylvania~700K1.14×
16North Carolina~600K1.14×
17Arkansas~200K1.14×
18Delaware~50K1.12×
19Arizona~400K1.11×
20New Hampshire~70K1.10×
21Oklahoma~200K1.08×
22California~2M1.06×
23Ohio~600K1.06×
24Massachusetts~300K1.04×
25Nevada~200K1.04×
26New York~900K1.02×
27Utah~200K1.01×
28West Virginia~80K0.99×
29Indiana~300K0.98×
30New Mexico~90K0.96×
31Kansas~100K0.95×
32Colorado~200K0.94×
33Kentucky~200K0.94×
34Missouri~300K0.93×
35Washington~300K0.92×
36Wisconsin~200K0.91×
37Minnesota~200K0.90×
38Maine~60K0.90×
39Nebraska~70K0.84×
40Vermont~20K0.83×
41Oregon~200K0.81×
42Iowa~100K0.78×
43Washington, District of Columbia~20K0.78×
44Michigan~400K0.77×
45Idaho~60K0.75×
46Hawaii~50K0.75×
47North Dakota~20K0.68×
48South Dakota~20K0.62×
49Alaska~20K0.56×
50Montana~30K0.53×
Fig. 06

Affinity by region

Affinity by region — Hyundai, United States
0.53×1.00×1.52×
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 Hyundai audience vs. the country average
#·InterestCategoryAffinity×
01Hyundai TucsonCars & Mobility13.64×
02Advance Auto PartsCars & Mobility3.90×
03Used CarsCars & Mobility3.58×
04AutoZoneCars & Mobility3.49×
05O'Reilly Auto PartsCars & Mobility3.02×
06Used carCars & Mobility2.98×
07Instant messagingInternet & Social Media2.28×
08Video gamesGames1.90×
09Wells FargoBusiness & Career1.87×
10New York CityTravel & Leisure1.85×
11U.S. stateTravel & Leisure1.78×
12Online shoppingShopping1.75×
13BusinessBusiness & Career1.66×
14Mobile phonesTechnology & Electronics1.65×
15MoneyBusiness & Career1.60×
16AutomobilesCars & Mobility1.58×
17ComputersTechnology & Electronics1.57×
18FamilyKids & Family1.56×
19Personal financeBusiness & Career1.53×
20PhotographyArts & Culture1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Hyundai audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Hyundai audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.69×
Family OrientationCONSERVATISM1.65×
Price SensitivityPREMIUM1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Hyundai audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.67×
SustainabilityBALANCE0.73×
CreativityOPEN0.77×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

Related rankings

See Hyundai 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 Hyundai 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/hyundai-15996” · Methodology