Rascasse Audience Intelligence

Subaru Target Market in United States

Subaru has an estimated audience of 12.7M people in United States.

#14among Car manufacturer in United States#285among brands in United States#107in Cars & Mobility

The average Subaru fan in United States is 38.0 years old, more male, and lives primarily in California.

By number of fans, Subaru ranks #14 among the 120 objects in Car manufacturer in United States — 29.4× the group median.

Its fans are 1.7 years younger than the group average of 39.7.

Women make up 27.5% of the fan base, 3.6 percentage points fewer than the group average.

Compared with the other 119 objects in Car manufacturer, Subaru fans stand out for their interest in Compact car, Hybrids and Manufacturing.

Most fans live in California, New York, Texas.

Top affinities include Carcare, Compact car, Car classification, with strongest over-indexing on Carcare (4.59× the country average).

Demographically, the Subaru audience skews more male with an average age of 38.0, and over-indexes on personality traits such as Risk Appetite, Patriotism.

The typical Subaru fan in United States is more male, around 38.0 years old, with strong Risk Appetite tendencies and a notable affinity for Carcare.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
12.7M
in United States
Gender
27.5%♀
72.5% male
Age
38.0
average years
Country rank
#2767
among all objects in United States
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Subaru

27.5% are female, 72.5% are male, average age 38.0.

Fig. 02

Gender split

27.5%
Female
72.5%
Male
Demographic split for Subaru audience in United States
MetricValue
Female27.5%
Male72.5%
Average age38.0
Estimated audience size12.7M
Fig. 03

Age distribution

Ø 38.0
average years
Age distribution of the Subaru audience in United States
Age bracketShare%
16-2428%
25-3419%
35-4416%
45-5416%
55+21%
Fig. 04

Worldwide distribution

30.0%

of the worldwide Subaru audience comes from United States.

Worldwide audience distribution share by country for Subaru
CountryShare
United States30.0%
Japan9.7%
Canada5.1%
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

Subaru customers by region in United States
#RegionReachAffinity×
01Vermont~40K1.68×
02Colorado~300K1.36×
03New Hampshire~70K1.33×
04Washington~400K1.31×
05Alaska~40K1.31×
06West Virginia~90K1.30×
07Oregon~200K1.28×
08Idaho~90K1.27×
09Connecticut~200K1.26×
10Maine~60K1.24×
11Pennsylvania~600K1.21×
12Utah~100K1.15×
13Montana~40K1.07×
14Wisconsin~200K1.04×
15Minnesota~200K1.04×
16Massachusetts~300K1.03×
17Nebraska~80K1.03×
18New Jersey~400K1.02×
19Virginia~300K1.01×
20Indiana~300K0.99×
21South Dakota~30K0.98×
22Nevada~100K0.97×
23Wyoming~20K0.97×
24California~1.5M0.96×
25New York~700K0.96×
26Ohio~400K0.96×
27Maryland~200K0.96×
28New Mexico~80K0.96×
29Rhode Island~40K0.96×
30Missouri~200K0.95×
31Delaware~40K0.95×
32North Dakota~30K0.94×
33Michigan~400K0.93×
34Arizona~300K0.92×
35Arkansas~100K0.91×
36Illinois~400K0.90×
37North Carolina~400K0.90×
38Tennessee~200K0.90×
39Oklahoma~100K0.87×
40Texas~700K0.84×
41Iowa~100K0.84×
42Kansas~90K0.84×
43Hawaii~50K0.83×
44Florida~700K0.81×
45Georgia~300K0.81×
46South Carolina~200K0.79×
47Kentucky~100K0.79×
48Alabama~100K0.73×
49Louisiana~100K0.71×
50Mississippi~70K0.59×
Fig. 06

Affinity by region

Affinity by region — Subaru, United States
0.59×1.00×1.68×
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 Subaru audience vs. the country average
#·InterestCategoryAffinity×
01CarcareCars & Mobility4.59×
02Compact carCars & Mobility4.28×
03Car classificationCars & Mobility3.59×
04HybridsCars & Mobility3.44×
05EngineCars & Mobility3.04×
06BusCars & Mobility3.01×
07Commercial vehicleCars & Mobility2.69×
08Used CarsCars & Mobility2.67×
09Fishing reelSports2.62×
10AutoZoneCars & Mobility2.58×
11RoadTravel & Leisure2.32×
12RVsCars & Mobility2.29×
13Used carCars & Mobility2.14×
14Motor vehicleCars & Mobility2.05×
15SUVsCars & Mobility1.99×
16Online shoppingShopping1.75×
17ManufacturingBusiness & Career1.72×
18BusinessBusiness & Career1.64×
19AutomobilesCars & Mobility1.58×
20North AmericaTravel & Leisure1.57×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Subaru audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Subaru audience vs. the country average · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.34×
PatriotismCONSERVATISM1.21×
Need for SecurityCONSERVATISM1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Subaru audience vs. the country average · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.85×
IndulgenceJOY0.87×
SpiritualityBALANCE0.88×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

Related rankings

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Subaru 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/subaru-18627” · Methodology