Comparing category breakdowns for:All demographics
All demographics
Date range
Feb 2025 — Jan 2026
Metric
Awareness
Brand
BMW
Share
Demographic breakdown of those who are aware of BMW when aided compared to the New Cars category | Feb 2025 — Jan 2026
key takeaway
The category skews towards those aged 25 to 34 years (19%), 65+ years (19%), or male (54%).
The New Cars category in United States is skewed towards those aged 25 to 34 years (19%), 65+ years (19%), male (54%), those earning $100,000 - $149,999 (20%), or those living with their partner only (30%).
Age
13%
11%
18 to 24 years
19%
18%
25 to 34 years
17%
16%
35 to 44 years
17%
18%
45 to 54 years
15%
16%
55 to 64 years
19%
21%
65+ years
Category
BMW
Gender
46%
47%
Female
54%
53%
Male
Category
BMW
Census division
5%
4%
New England
13%
13%
Middle Atlantic
21%
21%
South Atlantic
5%
5%
East South Central
12%
12%
West South Central
14%
14%
East North Central
6%
6%
West North Central
7%
7%
Mountain
16%
17%
Pacific
Category
BMW
Ethnicity
7%
7%
Asian
15%
14%
Black or African American
13%
12%
Hispanic or Latino
70%
72%
White/Caucasian
4%
4%
Other
Category
BMW
Household income
9%
8%
Less than $25,000
17%
16%
$25,000 - $49,999
17%
17%
$50,000 - $74,999
15%
15%
$75,000 – $99,999
20%
20%
$100,000 - $149,999
20%
22%
$150,000 and above
Category
BMW
Household status
19%
18%
Living by myself
30%
32%
Living with my partner only
14%
14%
Living with others
9%
9%
Family with children under 5
12%
12%
Family with children elementary school aged
9%
9%
Family with children middle school aged
10%
10%
Family with children high school aged
10%
11%
Family with older children
Category
BMW