{"id":223992,"date":"2025-07-17T09:28:41","date_gmt":"2025-07-17T07:28:41","guid":{"rendered":"https:\/\/ipmark.com\/?p=223992"},"modified":"2025-07-17T13:50:12","modified_gmt":"2025-07-17T11:50:12","slug":"el-90-espanoles-vehiculos-electricos-cambia-marca","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=223992","title":{"rendered":"El 90% de los compradores espa\u00f1oles de veh\u00edculos el\u00e9ctricos cambia de marca"},"content":{"rendered":"

La transici\u00f3n hacia la movilidad el\u00e9ctrica no solo est\u00e1 transformando los motores, sino que tambi\u00e9n est\u00e1 reconfigurando radicalmente los h\u00e1bitos de compra de los consumidores y las estrategias de las marcas. As\u00ed lo confirma el Informe del sector automovil\u00edstico 2025 de Amazon Ads, que revela cinco tendencias clave que est\u00e1n redibujando el panorama automovil\u00edstico en Espa\u00f1a y Europa.<\/strong><\/p>\n

1. El gran reinicio de la fidelidad a la marca<\/strong><\/h2>\n

La irrupci\u00f3n de los veh\u00edculos el\u00e9ctricos ha provocado una aut\u00e9ntica sacudida en la lealtad de los consumidores. Seg\u00fan el informe, el 90 % de los compradores de veh\u00edculos el\u00e9ctricos en Espa\u00f1a cambia de marca<\/strong> al adquirir su primer modelo el\u00e9ctrico, una cifra incluso superior al 88 % registrado en el conjunto de la UE5 (Francia, Alemania, Espa\u00f1a, Italia y Reino Unido).<\/p>\n

Este fen\u00f3meno convierte al primer contacto con un comprador de VE<\/strong> en una oportunidad crucial para las marcas, que deben adaptar sus estrategias para captarlos y fidelizarlos desde el principio. Una vez conseguido, la probabilidad de que cambien de marca cae un 33 %<\/strong>.<\/p>\n

2. Decisiones de compra meditadas y a largo plazo<\/strong><\/h2>\n

La compra impulsiva de veh\u00edculos parece cosa del pasado. En Espa\u00f1a, los compradores de VE dedican una media de 250 d\u00edas<\/strong> a investigar \u2014principalmente sobre estaciones de carga\u2014 antes de decidirse.
Este extenso proceso de decisi\u00f3n representa una oportunidad estrat\u00e9gica para las marcas: acompa\u00f1ar al consumidor durante su investigaci\u00f3n con contenido relevante y personalizado<\/strong> puede ser decisivo para influir en la compra final.<\/p>\n

3. Dominio del m\u00f3vil en el proceso de compra<\/strong><\/h2>\n

El 75 % de las b\u00fasquedas<\/strong> relacionadas con veh\u00edculos el\u00e9ctricos se realiza desde dispositivos m\u00f3viles. Por ello, Amazon apuesta por estrategias de marketing multicanal centradas en el usuario m\u00f3vil, combinando campa\u00f1as de video en Prime Video y Fire TV con acciones personalizadas en display y video online.
El objetivo: mantener un contacto constante a lo largo de todo el proceso de compra<\/strong>, optimizando el impacto mediante las soluciones de atribuci\u00f3n de Amazon.<\/p>\n

4. El consumidor de VE, un \u00e1vido espectador en streaming<\/strong><\/h2>\n

Los compradores potenciales de veh\u00edculos el\u00e9ctricos consumen 2,5 veces m\u00e1s contenido en streaming<\/strong> que el espectador medio. Adem\u00e1s, tienen una fuerte preferencia por los deportes en directo<\/strong>, siendo 4,6 veces m\u00e1s propensos a seguir eventos deportivos<\/strong>. Su horario de mayor consumo es entre las 19 h y las 23 h<\/strong>, y destacan por su alta afinidad al uso de Fire TV<\/strong>, con un 61 % m\u00e1s de uso que la media<\/strong>. Esto abre nuevas v\u00edas para conectar con ellos a trav\u00e9s de contenidos audiovisuales.<\/p>\n

5. Explosi\u00f3n del mercado y el segmento premium<\/strong><\/h2>\n

El mercado de veh\u00edculos el\u00e9ctricos est\u00e1 en pleno auge. Solo en Espa\u00f1a, las matriculaciones en Amazon Your Garage han aumentado un 371 % en tres a\u00f1os<\/strong>. Este crecimiento se acompa\u00f1a de una fuerte demanda en el segmento premium: el 20 %<\/strong> de los veh\u00edculos registrados en Amazon Garage en Europa corresponden a marcas de alta gama como Audi, BMW, Mercedes, Tesla o Porsche<\/strong>.<\/p>\n

Las marcas premium tienen as\u00ed una oportunidad \u00fanica para consolidar su presencia entre un p\u00fablico cada vez m\u00e1s interesado en la movilidad el\u00e9ctrica. El estudio lanza un mensaje claro: las estrategias de marketing automovil\u00edstico deben evolucionar al ritmo del mercado el\u00e9ctrico<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

El estudio de Amazon Ads revela un cambio en la fidelidad del consumidor y redefine las claves del marketing automovil\u00edstico en la era el\u00e9ctrica.<\/p>\n","protected":false},"author":10966,"featured_media":224002,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5901],"tags":[2226],"class_list":["post-223992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencias","tag-marcas"],"acf":[],"yoast_head":"\nEl 90% de los espa\u00f1oles de veh\u00edculos el\u00e9ctricos cambia de marca<\/title>\n<meta name=\"description\" content=\"El estudio de Amazon Ads revela un cambio en la fidelidad del consumidor y redefine las claves del marketing automovil\u00edstico.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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