Spain is experiencing an accelerated transition towards new mobility, but with a defining characteristic: the consumer is no longer in discovery mode, they are in evaluation mode.

Our II Market and Consumer Study: Automotive Sector (Hybrids and Electric) analyses +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% EU) and, although BEV has a lower penetration (8.6%), its growth (+62.3%) clearly outpaces the European average (+26.1%). Combustion is falling sharply: diesel -43.9% and petrol -25.7%.

However, the most revealing indicator is not just in registrations: it is in the conversation. In 2025, the debate on electromobility grows by 168%… but not necessarily due to enthusiasm. It grows due to polarisation and high demands, especially regarding electric vehicles, where the main points of friction remain price and infrastructure.

In parallel, the hybrid is consolidating its position as the "realistic" option: it generates more 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. The report shows that 1 in 8 European consumers considers buying a Chinese brand, driven by the perception of value for money and attractive prices (data cited from the Horváth study).

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

What do we recommend?

Convert test drives into a strategic lever, explain total cost with transparency, position the brand as an ecosystem facilitator, and work on trust (after-sales, reliability, sustainability) as a competitive advantage.

What you will find in the study:

• How consumer demand is changing the way we buy: people no longer buy narratives, they look for evidence.

• What is being said and how electric and hybrid vehicles are perceived in different markets.

• The evolution of the perception of Asian and European brands in terms of reliability, price, design, and innovation.

• The Conversation Score, proprietary to RocaSalvatella, which combines the volume of mentions of main brands with the associated sentiment 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 brand.