Artificial intelligence is shaping car-buying decisions in Spain before many buyers reach a dealership: 83 percent now use AI tools before making a purchase. Among adults aged 25 to 29, 68 percent say AI has prompted them to rethink their choices, changing what they look for when they arrive at the showroom.
El Observatorio Cetelem’s report, “La IA en el proceso de compra del consumidor español,” found that buyers use digital tools to compare models and check engines before setting budgets and speaking to a salesperson. AI does not replace test drives or human advice, but it has become a basic filter for information. The figures come from an online survey of 1,000 Spanish adults, and several industry publications have highlighted the findings. Motor16 reports that 35 percent of Spanish consumers under 35 already use AI when buying a used car, compared with 22 percent of the general population.
How do buyers use these tools? Thirty-nine percent use AI to search for models and options. Another 39 percent compare versions and equipment, while 32 percent check prices and promotions. Among people aged 30 to 34, 60 percent want AI’s advice before making a final decision. Cetelem says 48 percent of buyers now ask AI directly for recommendations. El Economista reports that 78 percent of Spanish consumers trust AI more than social media influencers for product recommendations.
The study found that 54 percent of users were nudged toward higher-end versions or trims, which algorithms often present as better value for money. Twenty-four percent of buyers saved between 50 and 100 euros. Another 13 percent saved 100 to 250 euros, while 8 percent saved between 251 and 500 euros. Seventy-seven percent of drivers say they want an AI assistant that continually scans the market for deals and discounts. Democrata reports that half of respondents made unplanned purchases after receiving AI advice.
Spanish buyers are not ready to let AI take over. Only 22 percent would trust it to handle the whole transaction, while six out of ten reject automated purchases. Most use AI for recommendations (64 percent) and price hunting (49 percent); another 43 percent use it to compare versions. Buyers still keep the final decision for themselves. That is unlikely to change soon.
Trust still starts at home: family and friends are the top source of confidence for half of all buyers. Industry professionals come next at 45 percent. Other drivers’ opinions matter to 36 percent. Privacy is a major concern. Seventy-eight percent fear companies could use their data to set prices based on what they are willing to pay. Only 30 percent would share their purchase history, and just 25 percent would share search data, unless they save more than 500 euros a year. In that case, 65 percent would consider sharing more. Eighty-three percent demand that any sponsored recommendation be clearly marked as advertising.
This shift in car buying reflects broader changes in Spain’s auto sector. Artificial intelligence is also shaping insurance and financing, with effects on after-sales services reported earlier. The industry’s next challenge is balancing digital speed with the trust and openness buyers still expect.
