Rascasse Audience Intelligence

Fiat Target Market in United States

Fiat has an estimated audience of 3.9M people in United States.

#35among Car manufacturer in United States#906among brands in United States#312in Cars & Mobility

The average Fiat fan in United States is 38.4 years old, more male, and lives primarily in California.

By number of fans, Fiat ranks #35 among the 120 objects in Car manufacturer in United States — 9.0× the group median.

Its fans are 1.3 years younger than the group average of 39.7.

Women make up 20.4% of the fan base, 10.8 percentage points fewer than the group average.

Compared with the other 119 objects in Car manufacturer, Fiat fans stand out for their interest in Serie A, Yamaha Motor Company and Motorcycle helmet.

Most fans live in California, Texas, Florida.

Top affinities include Citroën, Škoda Auto, Serie A, with strongest over-indexing on Citroën (7.46× the country average).

Demographically, the Fiat audience skews more male with an average age of 38.4, and over-indexes on personality traits such as Mindfulness, Need for Security.

The typical Fiat fan in United States is more male, around 38.4 years old, with strong Mindfulness tendencies and a notable affinity for Citroën.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
3.9M
in United States
Gender
20.4%♀
79.6% male
Age
38.4
average years
Country rank
#8159
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 Fiat

20.4% are female, 79.6% are male, average age 38.4.

Fig. 02

Gender split

20.4%
Female
79.6%
Male
Demographic split for Fiat audience in United States
MetricValue
Female20.4%
Male79.6%
Average age38.4
Estimated audience size3.9M
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Fiat audience in United States
Age bracketShare%
16-2425%
25-3418%
35-4419%
45-5419%
55+18%
Fig. 04

Worldwide distribution

7.2%

of the worldwide Fiat audience comes from United States.

Worldwide audience distribution share by country for Fiat
CountryShare
Brazil17.3%
Italy14.7%
Turkey7.9%
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

Fiat customers by region in United States
#RegionReachAffinity×
01California~600K1.31×
02Texas~300K1.24×
03Washington, District of Columbia~10K1.23×
04Florida~300K1.22×
05Washington~100K1.18×
06Arizona~100K1.16×
07Oregon~60K1.14×
08Nevada~40K1.11×
09Virginia~100K1.08×
10New Mexico~30K1.07×
11New York~200K1.05×
12Illinois~200K1.05×
13Arkansas~40K1.05×
14Hawaii~20K1.05×
15Georgia~100K1.04×
16Massachusetts~80K1.04×
17Louisiana~60K1.04×
18Kansas~40K1.04×
19New Jersey~100K1.03×
20Tennessee~90K1.03×
21Pennsylvania~200K1.01×
22Idaho~20K1.01×
23Maryland~70K1.00×
24Utah~40K1.00×
25North Carolina~100K0.99×
26Oklahoma~50K0.99×
27Connecticut~40K0.99×
28Missouri~70K0.98×
29South Carolina~60K0.98×
30West Virginia~20K0.98×
31Maine~20K0.98×
32Colorado~60K0.97×
33Nebraska~20K0.97×
34Ohio~100K0.96×
35Indiana~80K0.96×
36New Hampshire~10K0.96×
37Rhode Island~10K0.96×
38Alabama~60K0.95×
39Vermont~7K0.95×
40Mississippi~30K0.94×
41Kentucky~50K0.91×
42Minnesota~60K0.90×
43Michigan~100K0.89×
44Delaware~10K0.89×
45Wisconsin~60K0.88×
46Alaska~7K0.88×
47Iowa~30K0.86×
48South Dakota~9K0.85×
49Montana~10K0.83×
50North Dakota~7K0.82×
Fig. 06

Affinity by region

Affinity by region — Fiat, United States
0.82×1.00×1.31×
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×
01CitroënCars & Mobility7.46×
02Škoda AutoCars & Mobility5.32×
03Serie ASports3.80×
04Yamaha Motor CompanyCars & Mobility3.05×
05MazdaCars & Mobility2.99×
06Motorcycle helmetCars & Mobility2.68×
07Full-size carCars & Mobility2.51×
08Discount TireShopping2.35×
09AutotraderCars & Mobility2.17×
10CarGurusCars & Mobility2.15×
11CarvanaCars & Mobility1.91×
12Real Madrid Club de FútbolSports1.87×
13Used CarsCars & Mobility1.86×
14Tesla MotorsCars & Mobility1.86×
15Advance Auto PartsCars & Mobility1.82×
16O'Reilly Auto PartsCars & Mobility1.79×
17CarMaxCars & Mobility1.75×
18WrenchHome & Garden1.72×
19AutoZoneCars & Mobility1.67×
20Solar energyHome & Garden1.59×
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
MindfulnessBALANCE1.40×
Need for SecurityCONSERVATISM1.21×
PatriotismCONSERVATISM1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Fiat audience vs. the country average · Rather not
TraitClusterDeviationScore
IndividualismJOY0.65×
Convenience OrientationPREMIUM0.67×
Healthy LifestyleBALANCE0.76×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

See Fiat 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 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
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/fiat-12705” · Methodology