Rascasse Audience Intelligence

Fiat Target Market in Germany

Fiat has an estimated audience of 2.2M people in Germany.

#24among Car manufacturer in Germany
#400among brands in Germany
#150in Cars & Mobility

The average Fiat fan in Germany is 40.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

By number of fans, Fiat ranks #24 among the 121 objects in Car manufacturer in Germany — 6.2× the group median.

Its fans are 1.2 years older than the group average of 39.3.

Women make up 31.9% of the fan base, 1.0 percentage points fewer than the group average.

Compared with the other 120 objects in Car manufacturer, Fiat fans stand out for their interest in Motorcycle accessories, Motorcycle helmet and Hatchback.

Most fans live in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top affinities include Motorcycle accessories, Renault, Peugeot, with strongest over-indexing on Motorcycle accessories (4.13× the country average).

Demographically, the Fiat audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Need for Security, Urban Lifestyle.

The typical Fiat fan in Germany is more male, around 40.5 years old, with strong Need for Security tendencies and a notable affinity for Motorcycle accessories.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
2.2M
in Germany
Gender
31.9%♀
68.1% male
Age
40.5
average years
Country rank
#3143
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Fiat

31.9% are female, 68.1% are male, average age 40.5.

Fig. 02

Gender split

31.9%
Female
68.1%
Male
Demographic split for Fiat audience in Germany
MetricValue
Female31.9%
Male68.1%
Average age40.5
Estimated audience size2.2M
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Fiat audience in Germany
Age bracketShare%
16-2420%
25-3417%
35-4419%
45-5423%
55+21%
Fig. 04

Worldwide distribution

5.6%

of the worldwide Fiat audience comes from Germany.

Worldwide audience distribution share by country for Fiat
CountryShare
Brazil19.0%
Italy15.8%
Turkey7.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Fiat customers by region in Germany
#RegionReachAffinity×
01Bayern~500K1.34×
02Baden-Württemberg~400K1.34×
03Hessen~200K1.23×
04Rheinland-Pfalz~100K1.17×
05Nordrhein-Westfalen~600K1.16×
06Schleswig-Holstein~90K1.08×
07Saarland~30K1.07×
08Niedersachsen~200K1.04×
09Hamburg~50K1.01×
10Bremen~20K0.87×
11Sachsen~90K0.85×
12Brandenburg~60K0.85×
13Thüringen~50K0.84×
14Berlin~80K0.79×
15Mecklenburg-Vorpommern~30K0.72×
16Sachsen-Anhalt~40K0.69×
Fig. 06

Affinity by region

Affinity by region — Fiat, Germany
0.69×1.00×1.34×
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 Fiat audience vs. the country average
#·InterestCategoryAffinity×
01Motorcycle accessoriesCars & Mobility4.13×
02RenaultCars & Mobility3.88×
03PeugeotCars & Mobility3.72×
04Motorcycle helmetCars & Mobility3.72×
05HatchbackCars & Mobility3.01×
06Škoda AutoCars & Mobility2.96×
07Used carCars & Mobility2.87×
08Galatasaray S.K.Sports2.27×
09CHECK24Business & Career2.23×
10FC BarcelonaSports2.03×
11TagesschauMovies & TV1.85×
12FC Bayern MunichSports1.83×
13Jürgen KloppSports1.83×
14Eintracht FrankfurtSports1.79×
15UEFA Champions LeagueSports1.73×
16Borussia DortmundSports1.70×
17BundesligaSports1.65×
18FIFA World CupSports1.63×
19AutomobilesCars & Mobility1.61×
20VehiclesCars & Mobility1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Fiat audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Fiat audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.43×
Urban LifestyleOPEN1.39×
Risk AppetiteTHRILL1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Fiat audience vs. the country average · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.80×
SpiritualityBALANCE0.90×
ExtroversionTHRILL0.94×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in Germany

Related rankings

See Fiat audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Fiat 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
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/de/fiat-12705” · Methodology