Who’s driving and potentially buying Honda and Nissan? A look at their US customer demographics

In a significant shift within the automotive landscape, Honda and Nissan’s merger talks have collapsed, which had been scheduled for completion by August 2026. This decision comes after a challenging period for both companies, marked by substantial vehicle recalls in 2024. Now, with the merger off the table, both automakers must re-evaluate their strategies to remain competitive in a rapidly evolving market.

Data from YouGov Profiles provides valuable insights into the current demographics and preferences of Honda and Nissan drivers in the US, offering a glimpse into how each company might tailor their approaches moving forward.

Understanding Honda's customer base

Honda’s U.S. customer base tends to skew older, with 47% of current drivers aged 55 and above. This trend remains consistent among potential customers (defined as those who would consider the brand when they are next in the market), with 46% falling within the same age bracket. Gender distribution shows a slight female majority, with women representing 53% of current Honda drivers, increasing to 58% among potential buyers.

Geographically, Honda’s customer base is primarily suburban, with 43% of current drivers residing in suburban areas. Urban dwellers make up 26%, while rural customers account for 17%.

Income data reveals that 34% of Honda’s current customers come from lower-income households, a figure that rises to 41% among potential customers. Middle-income earners constitute 45% of Honda’s current base, while only 9% belong to higher-income brackets. For potential customers, this higher-income share drops further to 6%.

Looking at family life stages, Active Empty Nesters (individuals aged 46+ without children at home and still working) represent the largest group among both current (28%) and potential (28%) customers. Pre-family individuals (15-45 years old without children) account for 23% of current customers, but young families account for 9% of current and potential customers.

Nissan’s customer profile

Nissan’s customer demographics closely mirror Honda’s but show distinct differences in key areas. Nearly half (47%) of Nissan’s current drivers are aged 55 and older, with potential customers in this age range also at 47%. However, Nissan has a stronger presence in the 45-54 age group, where 18% of current customers fall, compared to Honda’s 14%.

Gender dynamics shift more significantly with Nissan. Women make up 53% of current customers, increasing to 62% among potential buyers—a larger jump than seen with Honda. Geographically, 38% of current Nissan drivers live in suburban areas, with city dwellers accounting for 27% and rural residents at 20%. Potential customers trend more urban, with 30% living in cities and 34% in suburbs.

Income data indicates that 40% of Nissan’s current customers come from lower-income households, with this number rising to 45% among potential customers. Middle-income earners represent 45% of the current base, while those in the higher-income bracket make up just 6%—a figure that declines to 4% for potential customers.

In terms of family life stages, Active Empty Nesters also represent the largest group for Nissan, comprising 33% of current customers and 34% of potential ones. 

Hobbies, interests, and media preferences of potential customers

Understanding the interests and hobbies of potential customers provides further insight into how Honda and Nissan might tailor their strategies.

Honda’s potential customers tend to show broader engagement across various activities. For instance, 62% enjoy watching movies, compared to 58% of Nissan’s potential audience. Similarly, 60% of Honda prospects watch TV, while 57% of Nissan’s do the same. Internet browsing is more popular among Honda’s potential customers (54%) than Nissan’s (50%).

Sports interests are relatively aligned, with slight variations. Major League Baseball appeals to 13% of Honda’s potential customers and 12% of Nissan’s. Customers of both brands show similar interest levels in Division 1 football. However, Honda fans are slightly more engaged with the NHL (7% vs. 5%), while Nissan’s audience shows greater enthusiasm for Formula 1 (4% vs. 2%). 

While this is just a glimpse into the lives of Nissan and Honda’s potential customers, it’s an approach that allows the brand to tap into the collective excitement and engagement generated by events and lifestyle interests. YouGov Profiles could be essential as each brand refines its marketing, product development, and customer engagement strategies.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.  

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