Rascasse Audience Intelligence

Toyota Highlander Audience in United States

Toyota Highlander has an estimated audience of 5.1M people in United States.

#40among Car type in United States
#16among Car Model in United States
#259in Cars & Mobility

The average Toyota Highlander fan in United States is 42.6 years old, more male, and lives primarily in California.

By number of fans, Toyota Highlander ranks #40 among the 1186 objects in Car type in United States — 1.2× the group median.

Its fans are 3.6 years older than the group average of 39.0.

Women make up 33.6% of the fan base, 5.8 percentage points more than the group average.

Compared with the other 1185 objects in Car type, Toyota Highlander fans stand out for their interest in Rosendahl, Oceano (band) and Enterprise Car Sales.

Most fans live in California, Texas, Florida.

Top affinities include Rosendahl, Oceano (band), Enterprise Car Sales, with strongest over-indexing on Rosendahl (84× the country average).

Demographically, the Toyota Highlander audience skews more male with an average age of 42.6, and over-indexes on personality traits such as Need for Security, Patriotism.

The typical Toyota Highlander fan in United States is more male, around 42.6 years old, with strong Need for Security tendencies and a notable affinity for Rosendahl.

Category: Cars & Mobility · Type: Car Model · Subtype: Car type

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
5.1M
in United States
Gender
33.6%♀
66.4% male
Age
42.6
average years
Country rank
#6521
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

Demographics of Toyota Highlander fans

33.6% are female, 66.4% are male, average age 42.6.

Fig. 02

Gender split

33.6%
Female
66.4%
Male
Demographic split for Toyota Highlander audience in United States
MetricValue
Female33.6%
Male66.4%
Average age42.6
Estimated audience size5.1M
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Toyota Highlander audience in United States
Age bracketShare%
16-2415%
25-3416%
35-4420%
45-5422%
55+27%
Fig. 04

Worldwide distribution

50.3%

of the worldwide Toyota Highlander audience comes from United States.

Worldwide audience distribution share by country for Toyota Highlander
CountryShare
United States50.3%
Canada6.8%
Mexico2.7%
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

Toyota Highlander fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~10K1.45×
02West Virginia~40K1.41×
03North Dakota~20K1.37×
04Kentucky~80K1.17×
05Alaska~10K1.13×
06Alabama~90K1.12×
07Tennessee~100K1.09×
08Oklahoma~70K1.08×
09Arkansas~50K1.07×
10Mississippi~50K1.07×
11Nebraska~30K1.06×
12Oregon~70K1.04×
13Maryland~100K1.03×
14Minnesota~90K1.03×
15Louisiana~70K1.03×
16Connecticut~60K1.03×
17Pennsylvania~200K1.02×
18Indiana~100K1.02×
19Iowa~50K1.02×
20Kansas~50K1.02×
21Maine~20K1.02×
22South Dakota~10K1.02×
23New Jersey~100K1.01×
24Virginia~100K1.01×
25Georgia~200K1.00×
26Massachusetts~100K1.00×
27Wyoming~9K1.00×
28Missouri~90K0.99×
29Idaho~30K0.99×
30Rhode Island~20K0.99×
31New Hampshire~20K0.98×
32Montana~20K0.98×
33Delaware~10K0.98×
34Illinois~200K0.97×
35North Carolina~200K0.97×
36New York~300K0.96×
37Wisconsin~90K0.96×
38Washington~100K0.95×
39Florida~300K0.94×
40Texas~300K0.92×
41South Carolina~80K0.92×
42Arizona~100K0.89×
43Utah~40K0.89×
44California~500K0.87×
45Ohio~200K0.87×
46Nevada~40K0.85×
47Colorado~70K0.84×
48New Mexico~30K0.82×
49Hawaii~20K0.80×
50Michigan~100K0.78×
Fig. 06

Affinity by region

Affinity by region — Toyota Highlander, United States
0.78×1.00×1.45×
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 Toyota Highlander audience vs. the country average
#·InterestCategoryAffinity×
01RosendahlTravel & Leisure84.00×
02Oceano (band)Music & Radio51.17×
03Enterprise Car SalesCars & Mobility22.71×
04Acura RDXCars & Mobility22.07×
05Kia SoulCars & Mobility20.82×
06Honda PilotCars & Mobility20.57×
07Mazda CX-5Cars & Mobility19.12×
08Kia SorentoCars & Mobility17.69×
09Acura MDXCars & Mobility17.28×
10Toyota SiennaCars & Mobility17.24×
11Ford EscapeCars & Mobility17.05×
12Toyota RAV4Cars & Mobility15.14×
13Honda CR-VCars & Mobility14.96×
14Toyota SequoiaCars & Mobility14.59×
15Ford ExplorerCars & Mobility13.37×
16Toyota 4RunnerCars & Mobility12.41×
17Toyota CamryCars & Mobility10.49×
18Toyota CorollaCars & Mobility10.11×
19Front-wheel driveCars & Mobility8.96×
20Full-size carCars & Mobility8.06×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Toyota Highlander audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Toyota Highlander audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM2.30×
PatriotismCONSERVATISM1.94×
Family OrientationCONSERVATISM1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Toyota Highlander audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.86×
ExtroversionTHRILL0.90×
Early Adopter MentalityPOWER0.94×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Toyota Highlander over the last 12 months. Modelled, not counted; people interested in several car models 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/toyota-highlander-1615” · Methodology