For the first time, in 2024, more vehicles with alternative powertrains were registered than internal combustion engine vehicles, marking a turning point in the sector with growth exceeding 20%. Furthermore, at the start of 2025, everything indicates that this upward trend is set to continue. In the first quarter, registrations have already increased by more than 40% compared to 2024. This evolution responds not only to regulatory and technological pressure but also to a population that is increasingly aware of and committed to sustainable mobility.

Despite the positive direction electrification has taken, Spain remains one of the European countries with the greatest room for improvement in this area. Currently, only 7.1% of its vehicles are pure electric, whereas in countries like Germany this figure rises above 20%. The sector in Spain is moving towards electrification, although the market still suffers from structural and emotional barriers such as the high cost of vehicles or the lack of an extensive network of charging stations to guarantee range.

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

At a time of profound shift in direction within the sector, the conclusions are clear: the social conversation around the sector shows how consumer priorities are changing. Concepts traditionally associated with motoring, such as adrenaline, speed, or power—historic symbols of automotive appeal—have been replaced by more rational ones. Nowadays, we observe that users focus more on reliability, prices, range, or access to environmental badges. Furthermore, 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, a large part of the sector has not yet adjusted its narrative to this new reality.

That is why brands must transform their communication and opt for clarity, functionality, and realism, utilizing real people with an focus on answering questions on key topics of interest to users. To understand their consumers, the sector must adapt to their new routines and conversation channels. And here lies the need to apply market intelligence to go beyond merely monitoring the conversation and channel it to generate valuable insights for brands, the business, and their relationship with current and future clients.

At RocaSalvatella, we want to share with you this analysis of the Automotive sector in Spain, which is intended to be periodic, and which brings us closer to the future of social intelligence applied to a strategic sector in our country.

Access the full report here: