For the first time, in 2024, more vehicles were registered with alternative engines than combustion engines, marking a turning point in the sector with a growth of more than 20%. Moreover, at the beginning of 2025, there is every indication that the upward trend will continue. In the first quarter, registrations have already increased by more than 40% compared to 2024. This development is not only a response to regulatory and technological pressure, but also to a public that is increasingly aware of and committed to sustainable mobility.

Despite the good progress made in electrification, Spain is still one of the European countries with most room for improvement in this area. Currently, it has only 7.1% of pure electric vehicles, while in countries such as Germany this figure rises to over 20%. The sector in Spain is moving towards electrification, although the market still suffers from structural and emotional obstacles such as the high cost of vehicles and the lack of a wide network of charging stations to ensure their autonomy.

In this context of transformation, at RocaSalvatella we have prepared the first sectorial study to analyse how users perceive the transformation that the automotive industry is undergoing, how they interact in different channels and the weight of each brand in terms of business impact and conversation.

At a time of profound change in the sector, the conclusions are clear: the social conversation around the sector shows how consumers’ priorities are changing. Concepts traditionally associated with motoring, such as adrenaline, speed, or power — historical symbols of automotive appeal — have been replaced by more rational ones. Today, we observe that users are more focused on reliability, price, range, or access to environmental labels. Moreover, the analysis also reveals a disconnect between brands and their potential buyers: users and brands seem to speak different languages. While the public has already redefined its priorities, much of the industry has not yet adjusted its narrative to this new reality.

That is why brands must transform their communication and go for clarity, functionality and realism, through real people with a focus on answering questions on the key issues that matter to users. To understand its consumers, the industry must adapt to their new routines and conversation channels. And here comes the need to apply market intelligence to go beyond monitoring the conversation and channel it to generate valuable insights for brands, the business and its relationship with its present and future customers.

RocaSalvatella would like to share with you this analysis of the Automotive sector in Spain, which is born with a periodic vocation, and which brings us closer to the future of social intelligence applied to a strategic sector in our country.

Access the full report here: