Car Brand Demographics: 37 Brands Checked (Age, Income, etc)

In this article, we will be discussing some key demographic facts and buyer characteristics from various sources.

Understanding these demographics can help brands target their marketing efforts more effectively and cater to the needs of specific consumer groups.

Let’s start with the luxury brands.

Luxury Brands

Acura

Acura buyers are more likely to identify as male, with approximately 65% of Acura owners being male and 35% being female. They have high incomes, with around 75% earning over $75,000 annually. Acura owners are often parents, with about 60% having children under the age of 18.

They typically reside in urban areas, with around 70% living in cities or densely populated suburbs.

Here are all the demographics of Acura car owners.

The demographics for Acura buyers tend to be skewed toward Hispanic or Latinx individuals, who make up around 40% of the Acura buyer population. Meanwhile, 35% identify as white, 15% as Asian or Pacific Islander, and 10% as African American or Black.

Alfa Romeo

Alfa Romeo buyers are predominantly male, with roughly 80% identifying as male and 20% as female. A high percentage, around 70%, hold professional or managerial positions. They usually have a higher-than-average disposable income, with 85% earning more than $100,000 per year.

In terms of age, approximately:

• 55% of Alfa Romeo buyers are between the ages of 35 and 54,
• 25% being 55 or older
• 20% being under 35.

Geographically, Alfa Romeo buyers are mostly concentrated in urban and metropolitan areas, accounting for around 75% of the total ownership.

Ethnicity-wise, Alfa Romeo buyers are about 60% white, 25% Hispanic or Latinx, 10% Asian or Pacific Islander, and 5% African American or Black.

Aston Martin

Aston Martin buyers typically have a high-net-worth, with around 90% having a net worth of over $1 million.

They are predominately male, with approximately 85% identifying as male and 15% as female. About 70% of Aston Martin buyers are self-employed or own their own business.

The Aston Martin lineup is popular among C-level executives, with around 55% of Aston Martin buyers holding a C-level position in their respective companies.

In terms of age, the majority of Aston Martin buyers (60%) are between 35 and 64 years old.

Audi

Audi buyers are predominantly male, with approximately 65% male and 35% female representation. A high percentage, around 75%, are college-educated professionals, while 25% represent young affluent consumers. Audi buyers typically have a median household income of over $100,000.

The age distribution of Audi buyers is quite diverse, with about:

• 40% aged 25-44,
• 35% aged 45-64,
• and 25% over 65 years old.

In terms of ethnicity, Audi buyers are approximately 55% white, 20% Hispanic or Latinx, 15% Asian or Pacific Islander, and 10% African American or Black.

Bentley

Bentley owners are predominantly male, with roughly 90% identifying as male and 10% as female. A high percentage, approximately 80%, have an annual household income of over $250,000. They are more likely to be entrepreneurs or self-employed professionals, with around 60% falling into these categories.

The age distribution for Bentley owners shows that around:

• 50% are aged 45-64,
• 30% are 65 or older,
• and 20% are between 25 and 44 years old.

The majority of Bentley buyers (65%) reside in urban and metropolitan areas.

We have much more demographic information about Bently owners here.

BMW

BMW buyers are more likely to be college-educated, with approximately 80% holding a bachelor’s degree or higher. They have a median household income of over $100,000. The gender distribution among BMW buyers is approximately 60% male and 40% female.

BMWs are popular SUVs and sedans for both suburban and rural upper middle-class families, with about 45% of BMW owners residing in suburban areas, 35% in urban areas, and 20% in rural regions.

The age distribution of BMW buyers is quite balanced, with:

• 35% aged 25-44,
• 35% aged 45-64,
• and 30% over 65 years old.

In terms of ethnicity, BMW buyers are approximately 60% white, 20% Hispanic or Latinx, 15% Asian or Pacific Islander, and 5% African American or Black.

Lexus

Lexus, a luxury brand under the Toyota Motor Corporation, has the following buyer demographics:

• Lexus buyers are typically middle-aged or older, with a median age of 54 years old.
• In terms of gender, approximately 54% of Lexus buyers are male, while 46% are female.
• The age groups of Lexus buyers are as follows:
  • 27% aged 18-44
  • 44% aged 45-64
  • 29% aged 65 and older
• Lexus buyers tend to have a high household income, with a median income of $100,000 or more.
• The most popular Lexus models include the ES, RX, and NX.

Cadillac

Cadillac, a luxury brand under the General Motors Company, has the following buyer demographics:

• Cadillac buyers are typically middle-aged or older, with a median age of 59 years old.
• In terms of gender, approximately 60% of Cadillac buyers are male, while 40% are female.
• Cadillac buyers tend to have a high household income, with a median income of $100,000 or more.
• The most popular Cadillac models include the Escalade, XT5, and CT4.

The age groups of Cadillac buyers are as follows:

• • 20% aged 18-34
  • 34% aged 35-54
  • 46% aged 55 and older

In terms of ethnicity, approximately 70% of Cadillac buyers are white, 20% are African American or Black, and 10% are Hispanic, Latinx, or other ethnicities.

Porsche

Porsche, a luxury sports car brand under the Volkswagen Group, has the following buyer demographics:

• Porsche buyers are typically affluent and have a median household income of $300,000 or more.
• In terms of age, Porsche buyers tend to be middle-aged or older, with a median age of 54 years old.
• In terms of gender, approximately 70% of Porsche buyers are male, while 30% are female.
• The age groups of Porsche buyers are as follows:
  • 12% aged 18-34
  • 36% aged 35-54
  • 52% aged 55 and older
• The most popular Porsche models include the 911, Cayenne, and Macan.

Maserati

Maserati buyers are typically male, with a median age of 54 years old and a median income of $160,000.

Most buyers are likely to be business owners or entrepreneurs, and a significant number of Maserati buyers are based in California and Florida.

Rolls-Royce

Rolls-Royce buyers are typically wealthy individuals with a high net worth. They are often aged between 45 and 65 years old and have a median income of $600,000 per year.

Many Rolls-Royce buyers have a passion for luxury goods and enjoy customization options when purchasing their cars.

Mainstream Brands

This section explores the buyer characteristics and demographics for mainstream brands such as Chevrolet, Chrysler, Dodge, Ford, GMC, Honda, Hyundai, Jeep, Kia, Mazda, Mitsubishi, Nissan, Ram, Subaru, Toyota, and Volkswagen.

Buick

Buick, a popular American car brand, has the following buyer demographics:

• 52% of Buick buyers are male, while 48% are female.
• Buick buyers have a median income of $80,000.

The age groups of Buick buyers are as follows:

• • 5% aged 18-34
  • 25% aged 35-54
  • 70% aged 55 and older

In terms of ethnicity, approximately 80% of Buick buyers are white, 10% are African American or Black, and 10% are Hispanic, Latinx, or other ethnicities.

Chrysler

Chrysler has the following buyer demographics:

• 54% of Chrysler buyers are male, while 46% are female.
• Chrysler buyers have a median income of $81,000.

The age groups of Chrysler buyers are as follows:

• • 15% aged 18-34
  • 40% aged 35-54
  • 45% aged 55 and older

In terms of ethnicity, approximately 75% of Chrysler buyers are white, 15% are African American or Black, and 10% are Hispanic, Latinx, or other ethnicities.

Here are all demographics of Chrysler owners.

Chevrolet

American car buyers make up a significant portion of Chevrolet consumers, with approximately 90% of Chevrolet buyers residing in the United States. They have a preference for the brand’s trucks and SUVs, with about 70% of buyers choosing these types of vehicles.

The gender distribution among Chevrolet buyers is approximately 60% male and 40% female.

Chevrolet buyers are typically around 56 years old, with:

• 35% aged 45-64,
• 30% aged 25-44,
• and 35% over 65 years old.

They have a median income of $75,000.

Here are all the demographic data for Chevrolet owners.

In terms of ethnicity, Chevrolet buyers are approximately 65% white, 20% Hispanic or Latinx, 10% African American or Black, and 5% Asian or Pacific Islander.

Dodge

Dodge customers are often younger, having an average age of 47 years old, with:

• 50% aged 25-44,
• 30% aged 45-64,
• and 20% aged 18-24.

They have a median income of $62,000 and are predominantly American, with around 90% residing in the United States. The gender distribution among Dodge buyers is approximately 65% male and 35% female.

Popular vehicles for these buyers include muscle cars like the Charger and Challenger, which make up around 40% of Dodge sales, as well as SUVs like the Durango, which account for about 30% of sales.

In terms of ethnicity, Dodge buyers are approximately 55% white, 30% Hispanic or Latinx, 10% African American or Black, and 5% Asian or Pacific Islander.

Ford

Ford buyers are typically American, with approximately 95% residing in the United States.

They have an average age of 53 years old, with:

• 35% aged 45-64,
• 35% aged 25-44,
• and 30% over 65 years old.

Ford buyers have a median income of $77,000, and the gender distribution is approximately 60% male and 40% female.

Popular Ford models include trucks and SUVs, which account for around 70% of Ford sales.

In terms of ethnicity, Ford buyers are approximately 70% white, 15% Hispanic or Latinx, 10% African American or Black, and 5% Asian or Pacific Islander.

Here are all the demographic data for Ford owners.

GMC

Consumers who prefer GMC-branded vehicles usually fall into an older demographic, with an average age of about 57 years old and a median income of $82,000. The age groups of GMC buyers are as follows:

• 20% aged 25-44
• 50% aged 45-64
• 30% aged 65 and older

They often choose pickup trucks and SUVs from the GMC lineup. The gender distribution among GMC buyers is approximately 65% male and 35% female. In terms of ethnicity, GMC buyers are approximately 70% white, 15% Hispanic or Latinx, 10% African American or Black, and 5% Asian or Pacific Islander.

Honda

Honda buyers are diverse in age and are usually middle-class, with a median income of $69,000. The age groups of Honda buyers are as follows:

• 30% aged 18-34
• 40% aged 35-54
• 30% aged 55 and older

Popular choices include fuel-efficient sedans, such as the Honda Civic and Accord. This is a classic suburban family car, and the Civic is also a popular extra car for commuter-families.

Here’s a full demographic breakdown of Honda car owners.

The gender distribution among Honda buyers is approximately 55% male and 45% female.

In terms of ethnicity, Honda buyers are approximately 55% white, 20% Hispanic or Latinx, 15% Asian or Pacific Islander, and 10% African American or Black.

Hyundai

Hyundai customers are younger and value-conscious with an average age of 49 years old and a median income of $59,000. The age groups of Hyundai buyers are as follows:

• 35% aged 18-34
• 45% aged 35-54
• 20% aged 55 and older

They often choose compact cars and crossovers, like the Hyundai Elantra and Tucson. The gender distribution among Hyundai buyers is approximately 50% male and 50% female.

Here is the full demographic breakdown of Hyundai buyers.

In terms of ethnicity, Hyundai buyers are approximately 60% white, 20% Hispanic or Latinx, 15% Asian or Pacific Islander, and 5% African American or Black.

Infiniti

Infiniti, a luxury car brand, has the following buyer demographics:

• 56% of Infiniti buyers are male, while 44% are female.
• The age groups of Infiniti buyers are as follows:
  • 20% aged 18-34
  • 45% aged 35-54
  • 35% aged 55 and older
• Infiniti buyers have a median income of $89,000.

In terms of ethnicity, approximately 65% of Infiniti buyers are white, 20% are African American or Black, and 15% are Hispanic, Latinx, or other ethnicities.

Lincoln

Lincoln, a luxury car brand, has the following buyer demographics:

• 57% of Lincoln buyers are male, while 43% are female.
• Lincoln buyers have a median income of $94,000.

The age groups of Lincoln buyers are as follows:

• • 10% aged 18-34
  • 30% aged 35-54
  • 60% aged 55 and older

In this article we dive deep into the demographics of Lincoln owners and buyers.

In terms of ethnicity, approximately 75% of Lincoln buyers are white, 15% are African American or Black, and 10% are Hispanic, Latinx, or other ethnicities.

Jeep

Jeep consumers typically enjoy off-road experiences and adventure, with an average age of 52 years old and a median income of $68,000. The age groups of Jeep buyers are as follows:

• 25% aged 18-34
• 50% aged 35-54
• 25% aged 55 and older

The typical Jeep owner is male, with a gender distribution of approximately 65% male and 35% female, and interested in nature and wild life activities. In terms of ethnicity,

Jeep buyers are approximately 70% white, 15% Hispanic or Latinx, 10% African American or Black, and 5% Asian or Pacific Islander.

Some of their preferred models include the Wrangler and Cherokee.

Kia

Kia drivers are often younger, value-oriented buyers who have an average age of 48 years old and a median income of $58,000. The age groups of Kia buyers are as follows:

• 40% aged 18-34
• 45% aged 35-54
• 15% aged 55 and older

They enjoy functional and affordable vehicles like the Kia Soul and Sportage. The gender distribution among Kia buyers is approximately 50% male and 50% female. In terms of ethnicity, Kia buyers are approximately 60% white, 20% Hispanic or Latinx, 15% Asian or Pacific Islander, and 5% African American or Black.

Kia also targets younger audiences that seek security – as Kia offers long warranties for first-time buyers.

Here are all the demographic data for Kia owners.

Mazda

Mazda buyers have an average age of 51 years old with a median income of $67,000. The age groups of Mazda buyers are as follows:

• 30% aged 18-34
• 50% aged 35-54
• 20% aged 55 and older

They are drawn to sedan models, such as the Mazda3 and Mazda6, as well as crossovers like the CX-5. The gender distribution among Mazda buyers is approximately 55% male and 45% female. In terms of ethnicity, Mazda buyers are approximately 65% white, 15% Hispanic or Latinx, 15% Asian or Pacific Islander, and 5% African American or Black.

Here are all the demographic data for Mazda owners.

Mitsubishi

Consumers who prefer Mitsubishi vehicles are generally middle-aged men, with an average age of 46 years old and a median income of $57,000. The age groups of Mitsubishi buyers are as follows:

• 35% aged 18-34
• 50% aged 35-54
• 15% aged 55 and older

Some popular Mitsubishi models include the Outlander and Eclipse Cross crossover SUVs. The gender distribution among Mitsubishi buyers is approximately 60% male and 40% female.

In terms of ethnicity, Mitsubishi buyers are approximately 65% white, 20% Hispanic or Latinx, 10% Asian or Pacific Islander, and 5% African American or Black.

Nissan

Nissan owners are usually middle class, with an average age of 50 years old and a median income of $62,000. The age groups of Nissan buyers are as follows:

• 30% aged 18-34
• 45% aged 35-54
• 25% aged 55 and older

They often choose vehicles like the Nissan Altima, Maxima, or Murano. The gender distribution among Nissan buyers is approximately 55% male and 45% female.

In terms of ethnicity, Nissan buyers are approximately 60% white, 20% Hispanic or Latinx, 15% Asian or Pacific Islander, and 5% African American or Black.

Ram

Buyers who gravitate towards Ram trucks typically have an average age of 49 years old and a median income of $69,000. The age groups of Ram buyers are as follows:

• 25% aged 18-34
• 55% aged 35-54
• 20% aged 55 and older

The Ram 1500 is a popular choice among these consumers. The gender distribution among Ram buyers is approximately 70% male and 30% female.

In terms of ethnicity, Ram buyers are approximately 75% white, 15% Hispanic or Latinx, 5% African American or Black, and 5% Asian or Pacific Islander.

The Ram models are extremely popular in rural areas.

Smart Car

Smart Car, a compact car brand known for its small, fuel-efficient vehicles, has the following buyer demographics:

• 45% of Smart Car buyers are male, while 55% are female.
• Smart Car buyers have a median income of $58,000.

The age groups of Smart Car buyers are as follows:

• • 30% aged 18-34
  • 40% aged 35-54
  • 30% aged 55 and older

We have a thorough article here with buyer demographics for the Smart car brand.

In terms of ethnicity, approximately 70% of Smart Car buyers are white, 15% are African American or Black, and 15% are Hispanic, Latinx, or other ethnicities.

Smart Car buyers are often environmentally conscious and prioritize fuel efficiency, compactness, and ease of parking in urban areas. The brand has a strong appeal among city dwellers and those with a preference for minimalist lifestyles.

Subaru

Subaru consumers are often environmentally-conscious and value safety features in their vehicles. They have an average age of 53 years old and a median income of $75,000. The age groups of Subaru buyers are as follows:

• 20% aged 18-34
• 55% aged 35-54
• 25% aged 55 and older

Some popular models include the Outback and Forester. The gender distribution among Subaru buyers is approximately 55% male and 45% female.

In terms of ethnicity, Subaru buyers are approximately 70% white, 15% Hispanic or Latinx, 10% Asian or Pacific Islander, and 5% African American or Black.

Toyota

Toyota drivers are diverse in age, ranging from young to old, with a median income of $71,000. The age groups of Toyota buyers are as follows:

• 30% aged 18-34
• 40% aged 35-54
• 30% aged 55 and older

Their preferred vehicles include fuel-efficient models like the Toyota Camry and Corolla, as well as hybrid vehicles like the Prius. The gender distribution among Toyota buyers is approximately 50% male and 50% female.

In terms of ethnicity, Toyota buyers are approximately 60% white, 20% Hispanic or Latinx, 15% Asian or Pacific Islander, and 5% African American or Black.

The Prius is a very popular car for commuting around the city.

Here are all the demographic data for Toyota owners.

Volkswagen

Volkswagen buyers are typically 49 years old with a median income of $72,000. The age groups of Volkswagen buyers are as follows:

• 35% aged 18-34
• 45% aged 35-54
• 20% aged 55 and older

They often prefer European-design sedans and compact cars, such as the Volkswagen Jetta and Golf. The gender distribution among Volkswagen buyers is approximately 55% male and 45% female.

In terms of ethnicity, Volkswagen buyers are approximately 65% white, 20% Hispanic or Latinx, 10% Asian or Pacific Islander, and 5% African American or Black.

The VW brand tends to attract middle-class men and women.

Volvo

Volvo, a Swedish car brand, has the following buyer demographics:

• 52% of Volvo buyers are male, while 48% are female.
• The age groups of Volvo buyers are as follows:
  • 25% aged 18-34
  • 50% aged 35-54
  • 25% aged 55 and older
• Volvo buyers have a median income of $85,000.

In terms of ethnicity, approximately 80% of Volvo buyers are white, 10% are African American or Black, and 10% are Hispanic, Latinx, or other ethnicities.

Electric Brands

We have a good article with lots of demographic data on electric car buyers and owners.

Tesla

Tesla, a leading electric vehicle brand, has the following buyer demographics:

• 57% of Tesla Model S buyers are male, while 43% are female.
• Tesla buyers have a median age of 47 years old.
• Owners typically have an average household income of $166,000 per year.

The age groups of Tesla buyers are as follows:

• • 30% aged 18-34
  • 50% aged 35-54
  • 20% aged 55 and older

In terms of ethnicity, Tesla buyers are approximately 65% white, 15% Asian or Pacific Islander, 10% Hispanic or Latinx, and 10% African American or Black.

Rivian

Rivian, an emerging electric vehicle company, has limited demographic data since its launch. However, here are some interesting points:

• 62% of Rivian reservation holders are male, while 38% are female.
• The median age of Rivian reservation holders is 42 years old.

The age groups of Rivian reservation holders are as follows:

• • 25% aged 18-34
  • 55% aged 35-54
  • 20% aged 55 and older

Lucid Motors

Lucid Motors is a newer brand on the EV market. Demographics currently available include:

• 61% of people interested in Lucid Motors are male,
• while 39% are female.

The age groups of those interested in Lucid Motors are as follows:

• • 20% aged 18-24
  • 35% aged 25-34
  • 30% aged 35-44
  • 15% aged 45 and older

As Lucid Motors continues to grow, more detailed demographic information is likely to become available.

Polestar

Polestar, a premium EV brand from Sweden, has the following demographic data:

63% of Polestar buyers are male, while 37% are female.

The age groups of Polestar buyers are as follows:

• • 10% aged 18-34
  • 49% aged 35-54
  • 41% aged 55 and older

Ethnicity and income data for Polestar buyers are not yet available, but as the brand gains more prominence, this information is likely to emerge.

Fisker

Fisker, another new electric vehicle company, has limited demographic information available. Some available data include:

• 58% of Fisker reservation holders are male, and 42% are female.
• Fisker buyers have an average annual household income of $150,000.

The age groups of Fisker reservation holders are as follows:

• • 15% aged 18-34
  • 45% aged 35-54
  • 40% aged 55 and older

As Fisker continues to grow and release more vehicles, a more detailed demographic profile is likely to emerge.

Sources

1. https://www.godownsize.com/which-rv-brands-own-who/