Is the Future of the Automobile Chinese? Online Interest in Spain Confirms It

The Spanish automotive market is undergoing a rapid transformation, with Chinese manufacturers emerging as the clear winners in capturing consumer attention.

A study by GfK DAM, the official digital consumption monitor in Spain, reveals that visits to Chinese car brand websites have surged by 305% compared to last year. This surge starkly contrasts with the growth from other regions, particularly European brands.

Browsing data, reflecting the growing interest in electric and hybrid cars, shows that 21% of the Spanish online population, equivalent to 8.5 million people, visit automotive brand websites.

Globally, online searches in the sector have increased by 11% over the past year, but it is the Chinese segment that overwhelmingly leads this expansion.

The report highlights the significant difference in audience growth between different origins. While Chinese brands register the aforementioned 305% increase, Korean brands grow by 22%, Japanese by 9%, and European brands lag with a modest 6% increase. The gap is even wider compared to American brands, which not only fail to grow but lose 4% of users on their digital platforms.

This surge is largely due to the advance of Asian manufacturers specializing in electric and hybrid vehicles. Brands like BYD are already positioned at 14th in the Top Automotive Brands in Spain, attracting over 427,000 unique users per month and nearly 20,000 daily visitors, establishing themselves as leaders in this category. They are closely followed by MG Motors (283,000 monthly users), Omoda (over 164,000 unique users), and EBRO (over 156,000 visitors), which have secured their rankings at positions 18, 22, and 24 respectively.

Despite the overwhelming entry of Chinese brands, the overall ranking of the 20 most visited brands in Spain (with data from April 2025) is still led by traditional manufacturers. SEAT surpassed one million unique visitors in April, while Nissan and Hyundai are approaching that figure, maintaining their strong digital presence.

David Sánchez, director of GfK Media, emphasizes the transformation of the vehicle purchasing process: "We are experiencing a pivotal moment in the automotive sector, where the Internet has ceased to be merely a showcase or information support to become the central axis of the purchasing process."

This new digital dynamic, where online interaction is crucial, is making a difference in the commercial success of brands, and it is here that Chinese manufacturers are demonstrating a remarkable ability to capture the interest of Spanish consumers.