The used car market in Spain is undergoing a significant transformation, driven by generational shifts, the rise of the digital channel and new consumer priorities. Understanding the new profile of the second-hand car buyer is key for dealerships to adapt their sales and marketing strategy.
Second-hand market trends in 2025
According to data from the first quarter of 2025, 527,271 used vehicles were sold in Spain, a 8.3% year-on-year increase (motor16.com). The VO vs VN sales ratio continues to grow and is now close to 2:1.
The most in-demand cars remain compact cars and SUVs such as the Seat Ibiza, Volkswagen Golf, Peugeot 3008 or Ford Focus, although sales of mild hybrids and electric vehicles are growing.
Current profile of the used-car buyer
Average age: Between 35 and 54 years old (88% of buyers), according to data from Wallapop and Europacoche.
Gender: Predominantly male, although interest among female buyers is growing.
Entry channel: 90% of purchases start online, whether in search engines or marketplaces (cadenaser.com).
Average age of the car purchased: 11.1 years.
Main motivations: Competitive price, safety, maintenance cost and reliability.
Generational shifts: what young buyers are looking for
A Cetelem study reveals that under-30s prioritise:
Price: 60%
Safety: 41%
Running costs: 23%
Emissions: Only 12% consider it important (cadenaser.com)
This group is highly digital, compares prices, values online transparency and looks for simple processes, even with digital finance options or home delivery.
How buyers have changed since the pandemic
Since the 2020 pandemic, many buyers have placed greater value on owning a car as a form of independence, especially in urban areas. This has increased vehicle purchases out of necessity (work, family) and strengthened the use of the digital channel to reduce in-person visits. There has also been greater interest in cars with a warranty and a clear provenance, which favours dealerships over private sellers.
Geographical differences in buyer behaviour
Urban areas: Greater preference for ECO cars, hybrids and automatics. Importance of being able to access Low Emission Zones (LEZ).
Rural or inland areas: Higher demand for SUVs and diesel cars, due to range and terrain conditions.
Coastal or tourist areas: Interest in versatile, family cars or those with a good price-to-quality ratio for a second home or rental use.
Impact of the digital channel on the buying process
Digitalisation has radically changed consumer behaviour:
Online comparison: Prices, equipment, warranties and reviews.
Value placed on transparency: Vehicle reports, certification, history.
Remote interaction: Forms, WhatsApp, home test drive, online reservations.
Today, more than 4,500 dealerships are actively present on marketplaces such as Wallapop, Dealcar, Coches.net or Milanuncios.
Key trends in VO demand in Spain
Growth in nearly new cars: Vehicles under 5 years old now account for 26% of the market.
Growing sustainability focus: Interest in ECO and hybrid vehicles is rising, although they remain a minority.
The importance of diesel and petrol: Diesel still leads with 55.3%, petrol at 37.2% (europacoche.com).
Tips for dealerships: how to adapt to the new buyer
Optimise digital presence: Complete listings, quality photos, testimonials and transparent pricing.
Segment by profile: Young buyers value online processes; older buyers look for reliability and personal service.
Stock aligned with demand: Nearly new cars, city cars, compact cars or SUVs with low maintenance.
Emphasise price and safety: Especially in the first contact or digital lead.
Frequently asked questions (FAQ)
Who buys the most used cars in Spain?
The main profile is a man between 35 and 54 years old, looking for good value for money and checking online before deciding.
What do young people look for when buying a second-hand car?
Primarily price, safety and running costs. They are very digital and expect simple processes.
How important is the online channel in VO purchases?
90% of purchases start online. The digital channel is key for information and the purchase decision.
Is demand for sustainable cars increasing?
Yes, although still gradually. 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 value-focused — will have a clear advantage in selling more and better in an increasingly demanding market.
The used car market in Spain is undergoing a significant transformation, driven by generational shifts, the rise of the digital channel and new consumer priorities. Understanding the new profile of the second-hand car buyer is key for dealerships to adapt their sales and marketing strategy.
Second-hand market trends in 2025
According to data from the first quarter of 2025, 527,271 used vehicles were sold in Spain, a 8.3% year-on-year increase (motor16.com). The VO vs VN sales ratio continues to grow and is now close to 2:1.
The most in-demand cars remain compact cars and SUVs such as the Seat Ibiza, Volkswagen Golf, Peugeot 3008 or Ford Focus, although sales of mild hybrids and electric vehicles are growing.
Current profile of the used-car buyer
Average age: Between 35 and 54 years old (88% of buyers), according to data from Wallapop and Europacoche.
Gender: Predominantly male, although interest among female buyers is growing.
Entry channel: 90% of purchases start online, whether in search engines or marketplaces (cadenaser.com).
Average age of the car purchased: 11.1 years.
Main motivations: Competitive price, safety, maintenance cost and reliability.
Generational shifts: what young buyers are looking for
A Cetelem study reveals that under-30s prioritise:
Price: 60%
Safety: 41%
Running costs: 23%
Emissions: Only 12% consider it important (cadenaser.com)
This group is highly digital, compares prices, values online transparency and looks for simple processes, even with digital finance options or home delivery.
How buyers have changed since the pandemic
Since the 2020 pandemic, many buyers have placed greater value on owning a car as a form of independence, especially in urban areas. This has increased vehicle purchases out of necessity (work, family) and strengthened the use of the digital channel to reduce in-person visits. There has also been greater interest in cars with a warranty and a clear provenance, which favours dealerships over private sellers.
Geographical differences in buyer behaviour
Urban areas: Greater preference for ECO cars, hybrids and automatics. Importance of being able to access Low Emission Zones (LEZ).
Rural or inland areas: Higher demand for SUVs and diesel cars, due to range and terrain conditions.
Coastal or tourist areas: Interest in versatile, family cars or those with a good price-to-quality ratio for a second home or rental use.
Impact of the digital channel on the buying process
Digitalisation has radically changed consumer behaviour:
Online comparison: Prices, equipment, warranties and reviews.
Value placed on transparency: Vehicle reports, certification, history.
Remote interaction: Forms, WhatsApp, home test drive, online reservations.
Today, more than 4,500 dealerships are actively present on marketplaces such as Wallapop, Dealcar, Coches.net or Milanuncios.
Key trends in VO demand in Spain
Growth in nearly new cars: Vehicles under 5 years old now account for 26% of the market.
Growing sustainability focus: Interest in ECO and hybrid vehicles is rising, although they remain a minority.
The importance of diesel and petrol: Diesel still leads with 55.3%, petrol at 37.2% (europacoche.com).
Tips for dealerships: how to adapt to the new buyer
Optimise digital presence: Complete listings, quality photos, testimonials and transparent pricing.
Segment by profile: Young buyers value online processes; older buyers look for reliability and personal service.
Stock aligned with demand: Nearly new cars, city cars, compact cars or SUVs with low maintenance.
Emphasise price and safety: Especially in the first contact or digital lead.
Frequently asked questions (FAQ)
Who buys the most used cars in Spain?
The main profile is a man between 35 and 54 years old, looking for good value for money and checking online before deciding.
What do young people look for when buying a second-hand car?
Primarily price, safety and running costs. They are very digital and expect simple processes.
How important is the online channel in VO purchases?
90% of purchases start online. The digital channel is key for information and the purchase decision.
Is demand for sustainable cars increasing?
Yes, although still gradually. 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 value-focused — will have a clear advantage in selling more and better in an increasingly demanding market.
