Spain is experiencing an accelerated transition towards the new mobility, but with a distinguishing feature: the consumer is no longer in discovery mode, but in evaluation mode.

Our II Market and consumer study: Automotive sector (hybrids and electric) analyzes +1,5M mentions (January–December 2025) to understand what drives and what hinders adoption..

Market data reflects real progress: Spain leads in hybrids (41,9% vs 34,6% UE) and, although BEVs have a lower penetration (8,6%), their growth (+62,3%) clearly exceeds the European average (+26,1%). Combustion engines are falling sharply: diesel -43,9% and gasoline -25,7%.

However, the most revealing indicator is not just in registrations: it is in the conversation. In 2025, the debate on electromobility grew by 168%… but not necessarily out of enthusiasm. It grows due to polarization and demanding expectations, especially regarding electric vehicles, where the main frictions remain price and infrastructure.

In parallel, the hybrid is consolidating as the “realistic” option: it generates greater confidence in usage and a discourse focused on savings and reliability.

Added to this equation is a cross-cutting narrative: the emergence of Asian brands, especially Chinese ones.The report notes that 1 in 8 European consumers considers buying a Chinese brand, driven by the perception of value for money and attractive pricing (data cited from the Horváth study).

The challenge is no longer purely technological; it is about trust, service, and perceived value proposition. And this requires changing the communication approach: less promise and more evidence.

What do we recommend?

Turning test drives into a strategic lever, explaining the total cost transparently, positioning the brand as an ecosystem facilitator, and building trust (after-sales, reliability, sustainability) as a competitive advantage.

What you will find in the study:

• How consumer demands are changing purchasing habits: they no longer buy into rhetoric, they seek evidence.
• What is being said and how electric and hybrid vehicles are perceived in different markets.
• The evolution in the perception of Asian and European brands in terms of reliability, price, design, and innovation.
• The Conversation Score, RocaSalvatella’s own indicator combines the volume of mentions of major brands with the sentiment associated with them to understand not only when they are talked about, but how they are talked about; translating digital conversation into business intelligence.

Download the full report to access the key findings, narratives, and opportunities by technology and brands.