Rascasse Audience Intelligence

Rivian Target Market in United States

Rivian has an estimated audience of 8.2M people in United States.

#25among Car manufacturer in United States#480among brands in United States#176in Cars & Mobility

The average Rivian fan in United States is 40.6 years old, more male, and lives primarily in California.

By number of fans, Rivian ranks #25 among the 120 objects in Car manufacturer in United States — 21.4× the group median.

Its fans are 0.8 years older than the group average of 39.8.

Women make up 28.5% of the fan base, 2.4 percentage points fewer than the group average.

Compared with the other 119 objects in Car manufacturer, Rivian fans stand out for their interest in Tesla Model X, Electric motorcycles and scooters and Plug-in hybrid.

Most fans live in California, Texas, Florida.

Top affinities include Tesla Motors, Tesla Model X, Electric motorcycles and scooters, with strongest over-indexing on Tesla Motors (8.38× the country average).

Demographically, the Rivian audience skews more male with an average age of 40.6, and over-indexes on personality traits such as Patriotism, Need for Security.

The typical Rivian fan in United States is more male, around 40.6 years old, with strong Patriotism tendencies and a notable affinity for Tesla Motors.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
8.2M
in United States
Gender
28.5%♀
71.5% male
Age
40.6
average years
Country rank
#4341
among all objects in United States
Fig. 01

Search interest · 12-month trend

+28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Rivian

28.5% are female, 71.5% are male, average age 40.6.

Fig. 02

Gender split

28.5%
Female
71.5%
Male
Demographic split for Rivian audience in United States
MetricValue
Female28.5%
Male71.5%
Average age40.6
Estimated audience size8.2M
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Rivian audience in United States
Age bracketShare%
16-2420%
25-3418%
35-4419%
45-5420%
55+23%
Fig. 04

Worldwide distribution

73.0%

of the worldwide Rivian audience comes from United States.

Worldwide audience distribution share by country for Rivian
CountryShare
United States73.0%
Canada4.8%
China3.3%
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

Rivian customers by region in United States
#RegionReachAffinity×
01California~2M2.05×
02Washington~400K1.96×
03Illinois~500K1.64×
04Colorado~200K1.57×
05Oregon~200K1.52×
06Hawaii~50K1.40×
07Washington, District of Columbia~20K1.25×
08Utah~100K1.24×
09Georgia~300K1.23×
10Massachusetts~200K1.19×
11Nevada~90K1.16×
12Virginia~200K1.15×
13Michigan~300K1.12×
14New Jersey~300K1.12×
15Vermont~20K1.12×
16Arizona~200K1.11×
17Maryland~200K1.11×
18Connecticut~90K1.07×
19Florida~600K1.06×
20Texas~600K1.03×
21North Carolina~300K1.03×
22Minnesota~100K1.00×
23New Hampshire~30K1.00×
24New York~500K0.99×
25Tennessee~200K0.98×
26Pennsylvania~300K0.92×
27Montana~20K0.92×
28Idaho~40K0.91×
29Missouri~100K0.89×
30Delaware~20K0.87×
31Wisconsin~100K0.84×
32Ohio~200K0.83×
33Indiana~100K0.83×
34South Carolina~100K0.82×
35Kansas~60K0.82×
36Maine~30K0.82×
37New Mexico~40K0.81×
38Alabama~100K0.78×
39Kentucky~90K0.78×
40Nebraska~40K0.78×
41Iowa~60K0.77×
42Rhode Island~20K0.77×
43Arkansas~50K0.73×
44Alaska~10K0.72×
45Louisiana~80K0.71×
46Oklahoma~60K0.66×
47West Virginia~30K0.61×
48South Dakota~10K0.60×
49North Dakota~10K0.59×
50Mississippi~40K0.58×
Fig. 06

Affinity by region

Affinity by region — Rivian, United States
0.58×1.00×2.05×
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 Rivian audience vs. the country average
#·InterestCategoryAffinity×
01Tesla MotorsCars & Mobility8.38×
02Tesla Model XCars & Mobility7.41×
03Electric motorcycles and scootersCars & Mobility5.08×
04Plug-in hybridCars & Mobility3.82×
05Electric vehicleCars & Mobility3.81×
06Automobile repair shopCars & Mobility2.98×
07SpaceXCars & Mobility2.95×
08Jaguar CarsCars & Mobility2.72×
09Electric carCars & Mobility2.66×
10Discount TireShopping2.56×
11Solar energyHome & Garden2.03×
12InnovationBusiness & Career2.02×
13Used carCars & Mobility1.94×
14O'Reilly Auto PartsCars & Mobility1.94×
15NASDAQBusiness & Career1.92×
16AutoZoneCars & Mobility1.90×
17Mercedes-BenzCars & Mobility1.89×
18Bass guitarMusic & Radio1.68×
19Planet FitnessSports1.64×
20SUVsCars & Mobility1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Rivian audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Rivian audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.53×
Need for SecurityCONSERVATISM1.51×
Career OrientationPOWER1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Rivian audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.74×
MindfulnessBALANCE0.80×
Healthy LifestyleBALANCE0.83×
0×1.00× baseline2×
Appendix

Explore more audiences

More Car manufacturer audiences in United States

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Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Rivian 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/us/rivian-10003554” · Methodology