Profile of the used car buyer in Spain in 2025: how has it changed and what are they looking for?
6 Aug 2025
The used car market in Spain is undergoing a significant transformation, driven by generational changes, the rise of the digital channel, and new consumption priorities. Understanding the new profile of the used car buyer is key for dealerships to adapt their sales and marketing strategy.
Evolution of the second-hand market in 2025
According to data from the first quarter of 2025, 527,271 used vehicles were sold in Spain, an increase of 8.3% year-on-year (motor16.com). The ratio of sales of used to new cars continues to grow and is now close to 2:1.
The most in-demand cars remain compact and SUVs such as the Seat Ibiza, Volkswagen Golf, Peugeot 3008, or Ford Focus, although sales of mild hybrids and electric vehicles are increasing.
Current profile of the used car buyer
Average age: Between 35 and 54 years (88% of buyers), according to data from Wallapop and Europacoche.
Gender: Mostly male, although interest among female buyers is growing.
Entry channel: 90% of purchases start online, whether on search engines or marketplaces (cadenaser.com).
Average age of the acquired car: 11.1 years.
Main motivations: Competitive price, safety, maintenance cost, and reliability.
Generational changes: what young buyers are looking for
A Cetelem study reveals that those under 30 prioritize:
Price: 60%
Safety: 41%
Usage cost: 23%
Pollution: Only 12% consider it important (cadenaser.com)
This group is very digital, compares prices, values online transparency, and seeks simple processes, including options for digital financing or home delivery.
Buyer evolution after the pandemic
Since the pandemic in 2020, many buyers value having their own car as a form of independence, especially in urban areas. This has increased the purchase of vehicles out of necessity (work, family) and reinforced the use of the digital channel to reduce in-person visits. Greater interest has also been observed for cars with guarantees and clear provenance, favoring dealerships over private sellers.
Geographic differences in buyer behavior
Urban areas: Greater preference for ECO, hybrid, and automatic cars. Importance of being able to access Low Emission Zones (ZBE).
Rural or inland areas: More demand for SUVs and diesel cars, due to autonomy and terrain conditions.
Coastal or tourist areas: Interest in versatile cars, family cars, or those with good value for money for second homes or rentals.
Impact of the digital channel on the buying process
Digitalization has radically changed consumer behavior:
Online comparison: Prices, equipment, warranties, and reviews.
Transparency assessment: Vehicle reports, certification, history.
Remote interaction: Forms, WhatsApp, home test drives, online bookings.
Today, more than 4,500 dealerships are actively present in marketplaces like Wallapop, Dealcar, Coches.net, or Milanuncios.
Key trends in the demand for used cars in Spain
Growth of nearly new cars: Vehicles under 5 years represent already 26% of the market.
Growing sustainability: Interest in ECO and hybrids is increasing, although they still remain minority.
Relevance of diesel and gasoline: Diesel continues to lead with 55.3%, gasoline at 37.2% (europacoche.com).
Tips for dealerships: how to adapt to the new buyer
Optimize digital presence: Complete listings, quality images, testimonials, and transparent prices.
Segment by profile: Young people value online processes; older buyers seek reliability and personal treatment.
Stock aligned with demand: Nearly new cars, urban cars, compacts, or SUVs with low maintenance.
Emphasize price and safety: Especially in the first point of contact or digital lead.
Frequently Asked Questions (FAQ)
Who buys more used cars in Spain?
The main profile is a man between 35 and 54 years old, who seeks good value for money and consults online before deciding.
What do young people look for when buying a used car?
Mainly price, safety, and usage cost. They are very digital and expect simple processes.
How significant is the online channel in buying used cars?
90% of purchases start online. The digital channel is key in information and purchase decision.
Is the demand for sustainable cars increasing?
Yes, although still progressively. Mild hybrids and ECO vehicles are gaining market share, especially in urban areas.
Conclusion
The used car buyer in Spain has changed and continues to evolve. Dealerships that understand this new profile —digital, informed, and focused on value— will have a clear advantage in selling more and better in an increasingly demanding market.
