The radical transformation that continues to affect the automotive industry is questioning the old theories of consumer habits. Here are the three most important changes that have emerged from the analysis of the latest research data and the latest results from the Google consumer Surveys survey.

The automotive industry is at a crossroads. The opportunities that consumers can take to make a purchase have never been so many although, at the same time, car sharing services question the very idea of owning a car. However, even in this period of new uses and rapid technological innovations, consumers are still determining the most significant progress. We have carefully analyzed what has recently emerged from the research data and the results of Google consumer surveys to be able to understand the direction chosen by consumers and which can be the point of meeting with the marketing professionals.

People who use car sharing services also buy a car

The heated debate concerning the impact of car-sharing services on the automotive industry is fueled by a legitimate reason. The forecast of industry observers and analysts of future trends was unanimous: the concept of private ownership of the car is destined to disappear. According to the analysis of Google query trends, car sharing service searches increased by 59% compared to the previous year. 1 However, today, it is not said that the interest in buying a new vehicle prevents consumers from choosing This new form of mobility. In fact, it could even increase its propensity.

In August we conducted a survey on the behavior of consumers in relation to car sharing services. The 22% of respondents who took advantage of this service during the previous month plan to buy or rent a vehicle next year, while 80% said they are currently in possession of a car or have already taken a lease. Solo 14% of consumers who have not used a car sharing service in the previous month, however, expect to purchase or rent a car, while 71% already owns one or has chosen the leasing formula.

The data suggest that the use of car sharing does not prevent consumers from being interested in buying or leasing, but the two options could be complementary.

However, for the millenniums, the most important factor in the decision to buy a car is the price, first of all other aspects such as the efficiency of consumption, design, safety measures and vehicle technology.

This result says a lot about how much has changed the way users consider cars that, like other technologies, are more and more similar to services that can guarantee experiences and less to simple status symbols. In the long run, this change could lead to the disappearance of the privately owned model but, in the meantime, consumers appreciate the utility and convenience of a car, whether they show it in their driveway or with an app.

Conclusion: Consumers appreciate the convenience. The progressive growth of car sharing in terms of popularity and practicality pushes users to consider cars more and more as a service, wondering which solution is more useful depending on the moment: owning a car or choosing a shared car. Marketing professionals need to take greater account of consumer priorities, now more than ever changing, and to change messages and targeting accordingly.

Consumer behavior change and video guide role

In the past, a consumer could read reviews of magazines, ask for advice to friends and family and visit different dealers before deciding to buy a vehicle. This behavior is now a distant memory like the cassette car radio.

Thanks to YouTube and the research network, consumers can tap into a wide range of digital content before making purchases, multiplying the opportunities of presence that marketing professionals can grasp during the moments when Users evaluate what the best car is. Compared to 2013, last year, consumers spent an average of three hours more by making Ricerche8, using digital channels in 75% of cases.

Such a large number of research has significant repercussions on traditional showrooms. The myriad of information in the possession of the buyers has turned the dealers from places to buy and know the characteristics of a car in simple outlets. The average in-market buyer only goes to a dealer twice before making a purchase.

Nothing can replace the experience of sitting in the driver’s seat, but consumers go more and more often on YouTube before a test drive. In fact, in the US one adult out of three watches content related to cars on YouTube once a month. Research shows that consumers are mainly interested in five types of video: test drive, detailed overview, main equipment, reviews and security tests. They are mainly mobile videos to push consumers to act: one in four will go to a dealership after looking at content related to cars, trucks or rides on a smartphone.

These trends highlight the opportunity to attract viewers to the official channels of the brands. Recently, Mercedes-Benz has responded to audience search habits with a series of overview videos to meet user requests. In addition, he published some demos on endowments and features of the new class and sedan.

Conclusion: The value of videos is incalculable when you consider the power they have in narrowing the brand rose to which car buyers can turn. Consider creating content based on the five most popular video types (test drive, overview, main equipment, reviews, security tests) to allow buyers to search for information by simply reproducing A video. Also, make sure they’re optimized for mobile devices. The example of Mercedes-Benz demonstrates how digital technologies combined with creative content can help marketing professionals to be present at times when buyers evaluate the choice of the best car.

Daring brands prefer digital

What do Volvo, Tesla Motors and Jaguar have in common? In addition to producing some of the most desired vehicles in the world, they follow bold marketing strategies that prefer the digital format and have a great impact on the market.

Volvo has given great prominence to the launch on the market of the new offroad XC90 through a completely digital campaign, which offered the possibility to book online 1927 models First Edition of the SUV, recalling with this number the year in which it was founded the automotive company. The Swedish brand was also the first to use Google Cardboard: a virtual reality solution at low cost that allowed to visualize an overview at 360 ° of the XC90, months before the SUV arrived in the showrooms. Tesla, meanwhile, hosted a livestream for the launch of the Model 3 sedan in March, recording over 300,000 orders online only during the first week. Jaguar has marked a breakthrough with the “Day dedicated to digital” in conjunction with the launch of the new SUV F-Pace, publishing on the home page I takeover of, YouTube, Spotify, and many others.

The strategies of these brands demonstrate the concrete and real data underlying the online marketing: not enough to prefer the digital world, the brands must also know.

Conclusion: The digital scenario offers all the same competitive opportunities. As a result, marketing professionals do not need high budgets to achieve great impact. To overcome expectations, a well-thought-out digital strategy is sufficient to meet the needs of buyers at any time when they express an intention. Furthermore, as consumers consider dealers to be simple outlets, it is even more important to reach them during their research. Users who think they have made a decision may still be affected by an alternative and the alternative is you.

Fiat Chrysler Automotive (FCA), the seventh automotive manufacturer in the world, has adopted a successful digital marketing strategy to establish an ongoing interaction in the consumer purchase path and increase the brand’s presence on digital channels. The video campaign created for Alfa MiTo is an innovative example of how through YouTube it was possible to intercept the right customer at the right time with the right content, optimizing the return on investment.

The objectives

  • Generate brand awareness and engage potential customers.
  • Provide product information to users already aware of the brand in order to complete the evaluation process.
  • Confirm and measure the importance of the video’s role and its interaction with other digital channels in the consumer’s purchase path.

The approach

  • Differentiation of the video campaign according to the stage of propensity to purchase and the knowledge of the brand of the consumer.
  • Effective measurement of ROI through attribution modelling.

The results

  • View rate higher than 35% compared to average.
  • 74% increase of brand search volumes after video exposure.
  • Understanding the impact of the video channel on the overall performance of the campaign.

On moving more and more of the audience from TV to the enjoyment of online videos, FCA has taken an innovative approach to engaging the audience on digital channels. For the sport Alfa MiTo campaign, a series of ad-hoc creatives have been developed for YouTube able to meet the needs of the consumer in the different stages of the purchase process.

For the initial stages of the course (awareness, consideration, intent), they were created with the Zooppa creative community of emotional content, then delivered on the YouTube platform in True View Pre-roll mode to all those users who had not Never sailed on the site of Alfa Romeo. contextually, Google surveys were used to measure the awareness of the campaign and the impact of video on search volumes. For the final stages of marketing funnel (purchase, loyalty, advocacy) have been made of product videos with the aim of completing the process of evaluation and choice of users.

Thanks to YouTube FCA has been able to adapt its online communication to the behavior of the consumer and to contact a public difficult to reach through the TV channel, increasing reach, visibility and engagement, but keeping the cost per contact at Desired level. The excellent results have made it possible to understand the effectiveness of an ongoing planning driven by the behavior of the online audience.

Nowadays, more and more marketing investments converge on digital. But there are still many activities that cannot conclude their online sales and for which measuring the impact of online advertising becomes more complicated. This situation is particularly evident in the automotive sector, marked by a long and complex purchase path where much of the product research is performed online but the final purchase takes place offline. To circumvent this measurement problem, Volkswagen Russia has adopted new tools offered by Google.

The objectives

  • Supporting the effectiveness of advertising
  • Optimize the media mix and investments
  • Calculate the impact of digital marketing on buying offline cars

The approach

  • Welcome Email to count the auto neo-owners as offline conversions in Google Analytics
  • Multi-channel funnels to rebuild sales paths
  • Sales path data analyzed to detect the relative performance of media sources

The results

  • Indirect event rate from Google equal to 44%
  • Conversion rate from Google equal to 0.48%

In Russia, the team of Google specialized in auto and engine has developed a solution that allows you to rebuild backwards the path of purchase of a car. A welcome email is sent to the new owner of a car with the request to visit a specific landing page on the website of the automobile company, accessible only through the direct link in the email. In Google Analytics, this visit is counted as a conversion action for purchase, allowing you to measure all previous activities and site visits made by the same device.

Volkswagen, a leading company in the sector and among the leading digital advertisers in Russia, has immediately made this unique attribution approach to obtain a competitive advantage to increase even more the effectiveness of the activities of Digital marketing. In collaboration with the CRM agency Itella Connections, the car company wanted to create a research group that, dedicating itself to the continuous analysis of car buyers, could build attribution models, take decisions at the level of Digital mix and identify future investments.

As soon as the visit to the site generated by the welcome email was recorded by Google Analytics as an offline conversion action, the team performed a multi-channel funnel report for the 90 days prior to the conversion. In this way, it was possible to analyze the traffic sources and the behavior of the customers on the website, as well as to evaluate the rate of indirect events, for each advertising channel, which led to the purchase of the vehicle.

Within a month, a total of 6953 buyers of Volkswagen cars were sent welcome emails to 3960 customers. Of these, 1021 visited the landing page, thus recording a response rate of 21%. In This final group, Google Analytics then identified 623 return visitors (i.e. 61% of the customers who had clicked on the Welcome email link) and thus generated 623 purchase paths destined to be scanned.

From this analysis it emerged that Google, having contributed to 44% of the purchase routes, recorded the rate of indirect events higher than all other paid media. The sources from social media and direct deals, despite the disproportionate share of financial investments they enjoy, have proven to be the most overrated, with a total contribution of less than 5% in the purchase routes. In contrast to these percentages, the first-click Report data confirmed that, thanks to Google, 12% of customers made a conversion to the Volkswagen website.

Drawing on this data, Volkswagen has thus been able to calculate the conversion rates for the purchase of cars according to the different sources of TRAFFICO1. Google has distinguished itself as a leader, having recorded the highest conversion rate to 0.48%. These premises helped Volkswagen revise its investment strategy to benefit the best-performing sources. To deepen the data emerged from this research still underway, Volkswagen intends to further enrich the framework by adding to the parameters of the analysis the average impressions (including the video ads) and the websites of the dealerships.

The digital revolution is transforming the entire automobile industry, creating exceptional business opportunities and real benefits for customers. Since the data generated by cars could create an additional market of 450-750 billion by 2030, the question arises spontaneously: how the operators of the automotive ecosystem, which is evolving, can transform this Huge amount of data in products and services that generate value? In this interview, created at the event Auto @ Google, Michele Bahukhandi, Partner at McKinsey & Company, talks about opportunities for players in the automotive sector.

The automotive and mobility sectors are experiencing a real revolution, perhaps the largest in history. Cars continually generate data about how they are used, where they are and who they’re driving. With the increasing proliferation of shared mobility services and the progress made in the electrification of engines, autonomy and connectivity of cars, the amount of data from vehicles will increase exponentially, with Repercussions on how cars are designed, produced and sold.

“The opportunities are huge. According to a McKinsey research, the additional market generated by the monetization of data could reach the world-wide 450-750 billion by 2030. This market will be based primarily on the use of big data and advanced analytics, in order to offer new functions and new services to motorists, reduce investment and operating costs, as well as improve the safety of drivers and passengers “, says Bahukhandi.

In order to take advantage of these opportunities, players in the industry must be prepared to face four major challenges. The first is to create an effective customer value proposition, communicating in a clear way “what are the benefits for customers “. The willingness to share data in exchange for concrete benefits is the central element of the value-creation process, since the benefits for consumers are numerous and could be encompassed in four areas: security, comfort, savings Time and cost reduction. The second challenge concerns the definition of use cases and business models related to the use of data and aimed at generating value for the end customers and the players in the sector. The third, which is crucial to better understand the opportunities for the use of data, is to leverage technologies and regulations. Finally, it is necessary to implement appropriate templates and organizational tools to monetize car data through the development of specific skills: This result is attainable both internally – by hiring, training and retaining professionals in Scope data analytics, software programming and digital services – both externally, starting partnerships with large high-tech companies and digital operators.

In this sense, technological giants such as Google play a key role in facilitating and accelerating the progressive digitalization of cars, contributing also – thanks to direct contact with end customers through their platforms To establish a relationship with them, which the traditional companies in the automobile industry have always had a hard time building.

“Technological giants such as Google play a key role in facilitating and accelerating the progressive digitalization of cars.”

“Monetization of car data will push current players in the industry to quickly and pragmatically change their approach: Many have only recently started to develop services and products that generate value from this huge amount of data. But it will be the ability to adapt and transform business models to really make a difference. In this sense, collaboration with large technology companies could significantly speed up this process,” concludes Bahukhandi. is the largest used car auction site in Russia. Its goal is to offer an online assessment of the cars that the owners want to sell. If the price is interesting, the owner can book a technical assessment at a CarPrice control center. At the end of the check and after publishing the photo, more than 20,000 Russian dealers will be able to bid for the car online. To allow the business to last and grow, it is essential to attract new vendors to the platform.

About CarPrice

  • Activity start Year: 2014
  • Headquarters in Moscow


  • Create brand notoriety among potential customers of CarPrice
  • Increase the volume of used car sales at CarPrice online auction


  • Launching a YouTube TrueView campaign
  • Launching a display campaign on the Google display network
  • Targeting of in-market audiences buying new cars
  • Targeting of similar audiences to reach people inclined to sell a car
  • Using remarketing on the Display network to extend bids to interested users

The results

  • The number of recordings for the sale of cars generated by Google ads increased by 56%.

As an innovative company in the industry, CarPrice has partnered with Google to publish a digital campaign focused on two goals: Create brand notoriety among the potential customers of CarPrice on YouTube and generate profitable leads on the Display network of Google by smart targeting.

The team launched a video campaign on YouTube to present the competitive advantages of CarPrice, encourage visits to the company’s website and reach the car owners interested in selling their car. The campaign combined targeting strategies for the public segments of the final funnel (similar to a display campaign), as well as for those of the initial funnel (people watching content related to cars and engines on YouTube and the segment Of car enthusiasts made up of those who regularly show interest in cars).

CarPrice has also launched a campaign on the Google Display network aimed at increasing the number of new recordings for the sale of machines among used car owners interested in selling their own. To identify the potential customers of CarPrice, the latter has chosen the target audience of the final funnel, including the in-market segments for new cars, assuming that these users might want to sell their old machine before Buy a new one. CarPrice has also targeted similar audiences composed of users who had shown similar behavior to those already registered to sell a car via CarPrice.

By measuring AdWords conversions, CarPrice has monitored direct visits to the website, recordings for offline visits, as well as site visits and late recordings made within 30 days of the time when users had Watched a video ad of CarPrice. This has enabled the team to have a bigger picture and optimize their AdWords campaign not only for direct responses, but also for deferred actions.

To further increase site visits and sales recordings, he also launched a remarketing campaign on the Display network: first identifying the audience who watched the video ad to the end without ignoring it and then showing these Ads users with a special offer.

Thanks to these methods, the number of recordings for the sale of cars generated by Google ads increased by 56%. After ascertaining the effectiveness of Google Solutions, CarPrice currently publishes its YouTube campaigns and the Google Display Network in continuous mode.

A consumer who is preparing to buy a car, before switching to purchase, can click on several ads associated with the search results. However, with the attribution associated with the last click, most of these search clicks are ignored. In view of the growing diffusion of mobile devices and the fragmented nature of purchasing routes, Renault considered it important to identify which clicks produced a greater impact, so as to focus on more effective investments and maximize the return on Spending.

About Renault Italia SpA

  • Founded in 1899
  • Italian branch with headquarters in Rome


  • Understand which clicks have more impact
  • Focus on more effective investments to maximize return on spending.


  • Switching to data-based attribution
  • Account optimization based on results.


  • Improved conversion rate of 70% compared to last-click model
  • Cost-per-acquisition decreased by 47% compared to last-click model.

In collaboration with the WCO marketing agency, Renault Italia SpA has decided to move to the AdWords data-based attribution model. By adopting this new model, complex algorithms would have analyzed all the different paths within the Renault account (which had generated conversions or not), to determine which touchpoint had been more effective.

The results included factors such as the number of interactions with the ads, the exposure order, and the creative assets used in each conversion path. The algorithms have also compared what has actually occurred compared to what might have happened, so you can find clicks on the most important ads for a conversion.

The data-based attribution model made it possible to achieve intelligent optimizations that overall resulted in excellent results for Renault: an increase of 70% in the conversion rate and a decrease of 47% in the cost per acquisition compared to Previous reports generated using a last-click model.

“All of this demonstrates how a Smart Bidding strategy and a data-driven attribution model can increase performance and become a blatant example of the foreground role taken by the data in the planning field. ”

-Davide Tan, Digital Performance Director, WCO

“The results confirm our expectations, emphasizing the importance of the new attribution strategy and the value of the analysis that Google tools can offer. ”

-Elisabeth Yesterday, advertising & CRM Manager, Renault Italia SpA

“Given the variety of touchpoint encountered during the consumer purchasing process, it has proved particularly effective for us to measure the impact of each campaign along the conversion path,” explains Elisabeth yesterday, advertising & CRM Manager of Renault Italia SpA. “The results confirm our expectations, emphasizing the importance of the new attribution strategy and the value of the analysis that Google’s tools can offer.”

With these last metrics in hand, the team stated that it will now evaluate the investments in the Renault Research network, in order to align them with the results generated by the new attribution model, and it was also said that the optimizations will continue to promote success in the strategy behind lead generation in the future as well.

They say the economy is recovering and we are coming out of the crisis. True or not the fact is that sales of new cars follow an upward pace and the forecast is to end the year surpassing the million enrollments, something that did not happen since 2008.

The continuous offers of the concessionaires together with an improvement of the financing and the cheaper of the mortgages by the descent of the Euribor are some of the reasons that the particular buyers are encouraging to buy car. For all those who are currently immersed in the process of buying or are thinking of taking the step, this guide can be a good ally to hit the car that best suits your needs.

What use are you going to give the car?

That’s the first question you have to ask yourself. If there is a concrete car that you do not get out of your head and have no budget problem, go ahead with it! But if it is not the case you will appreciate what kind of car, motor, equipment… choose.

It is essential that you mark a budget, your level of debt and the real ability to repay the loan in case you don’t pay cash. Keep in mind that when you buy a new car you will have to pay 21% VAT on a general basis (other types of VAT) and the enrollment tax between 0% and 14.75% depending on the level of CO2 emissions of the vehicle.

If you have just taken your driver’s license and you are looking for your first car, a second hand can be a good option, you will get cheaper and you will not get so much disgust if you give a blow. Against that, you’ll have to give up brand new car.

The advantages of a used car is that with the same budget you can opt for one of the highest category or with more equipment. What usually throws people back is the uncertainty about their status and the lack of history information. In this sense in a dealership or a sale you will find more guarantees, although the price will be more expensive than if you buy a particular.

Used car warranty and new car warranty.

You should also assess whether it will be a second car that will be used mainly in town, with children, for several long trips a year… According to each case you will need a car with a low urban consumption, with body of five doors or with a good trunk to store the luggage or the baby’s cart.

In the market there are many types of cars, with different powers, bodywork’s… In case you look for a car for all types of use you will have to put on a scale what you consider essential and what can be secondary to find the car that best suits your needs.

Gasoline, diesel, LPG, hybrid or electric

The sale of cars propelled by diesel engines is still predominant with respect to other motor vehicles. But we must not be driven by the impulse that diesel is cheaper than gasoline. The price difference is no longer as outstanding as it was years ago, adding that the manufacturers have greatly improved the consumption of petrol engines and have managed to improve the performance of diesel direct injection.

Cars with diesel engines are between 1,500 and 2,000 euros more expensive than their gasoline equivalent and, although they are more resistant engines, their maintenance cost is higher so they do not always compensate. You will amortize the overprice of a diesel if you travel at least 15,000 kilometers per year. If the car you are going to use mainly in town and for short trips you will find it more interesting to buy a gasoline.

Another increasingly used alternative is to buy LPG cars or liquefied petroleum gas. Its cost is 50 percent cheaper than gasoline. This fuel wears less engine elements and its maintenance is more economical, in return you will have to pay between 1,500 and 2,500 euros more than one of gasoline so you’ll get to amortize it to the 50,000 kilometers of life of the car.

Now in the market you find a greater range of hybrid models – combine a conventional engine with another electric. They are low maintenance vehicles and are a good option for urban routes that is where we take advantage of the driving mode 100 per hundred electric.

Pure electrics are even cheaper to maintain and the cost of recharge at night is usually less than two euros for 100 kilometers. But its acquisition cost remains high compared to a conventional car, limited autonomy and scarce recharge network.

What equipment is essential

Automatic or manual change? Maybe you can start by asking yourself this question. Nowadays automatic transmissions have evolved a lot, especially with the incorporation of the double clutch change that usually offer even better performance and lower consumption than a manual one. We recommend that you order a test at the dealership and the values for your convenience, especially if you are going to circulate mainly by city. Of course, they are more expensive than manuals and breakdowns, although infrequent, are more expensive.

Important is the equipment that can include both in active safety (try to avoid an accident) as passive (which reduces the damage after an accident occurs). Elements such as front airbags, anti-lock braking system or ABS, stability control, traction control or tyre pressure sensor are already standard on all vehicles. You can optionally include side airbags, knee, head… the more equipped, the safer the occupants will move.

If you are traveling with children it is also important that the car has an Isofix fastening system and that the copilot airbag can be switched off. Remember that children can no longer travel in front except three exceptions.

Depending on the area where you live (depending on the temperature) It is also important that the car equips air conditioning or climate control. The climate control is somewhat more expensive but more comfortable and effective when regulating the temperature inside the cockpit. Choosing one system or another will depend on the budget you have.

To assess that the steering wheel is regulated in height and depth to be able to drive in the correct position, that has speed control, a MP3 player with USB port or Bluetooth to be able to connect the mobile phone.

The car equipment list includes numerous driving assistance devices, all you can add will always be for security. Where else you can do without is the aesthetic elements or comfort. It will all depend on the budget you have.

Where I inform myself

You’re more or less clear about the car you need. Now is the time to look for potential candidates. On the Internet you will find all the information about the models on the market, technical data sheets and prices, new arrivals, vehicle tests, etc.

You can also consult information and configure your car in the pages of the brands. We advise you to inform yourself and decide on two or three models before you start visiting dealerships.

Offers and discounts

We are in one of the best times to buy cars for the aggressive discounts of brands and dealers. In times of crisis a sale got worth gold. Specifically, the average discount of the first six months of the year was 4,300 euros, 6.5% more than in the same period of the previous year.

It has always been said that buying a car at the end of the month or the year allowed to get it at a better price because the dealers tried to meet targets but now those discounts are not noticeable because you can find them all year. Still, it’s always on those dates when vendors are more pressured.

If you are not a fan of going to the last, you can take a new car at a good price if you opt for a model that is about to be replaced by a new generation.

Do not forget to read the small print of the offers, as most include the PIVE Plan aids (so you have to deliver a used car in return) and are linked to finance the car with the brand financial.

How to negotiate with the dealership

A recent study of the organization of consumers and users (OCU) points out differences of up to 5,800 euros in the price of the same car after visiting 129 dealers in 10 cities. The discount between the first price offered and the last one varies between 12% and 24% depending on the brand and the location of the concessionaire.

This tells us the importance of making a round of visits by several dealers in search of the best price. To ‘ haggle ‘ it is essential to be well informed of the vehicle and that the seller will see you safe on your purchase. The more flexible you are when choosing equipment, body color and motorizing, the easier it will be to get better price.

For the best discounts, OCU recommends asking for a written quote and broken down to facilitate negotiation. The budget must include: the base price of the car – with its general data, model and motorization, finishing and extras-, the discounts and bonuses that are included, the taxes, VAT and registration tax, the costs of pre-delivery and registration- These are free, depend on each brand, and can go from 173 to 900 euros-and finally the date of validity of the budget.

In a previous article we were telling you all about the aid for the purchase of electric vehicles, why they exist in different countries, and how they are exactly in Spain in 2015. Well, if you’ve wondered about what price you can buy an electric car in our country, this article will interest you.

First because we are going to remind you of several tips to keep in mind if you are thinking of buying an electric car, and second because we have developed a complete table in which you can quickly see the offer of all the electric cars that there are at this moment on sale.

Tips for buying an electric car

Well, if you are attracted to electric cars, for their response, silence and comfort, if you are aware that you have to make an effort to have less polluting cars that do not pollution the air of cities (an electric car is zero local emissions) and if You spend a lot of money a month refueling your current car with combustion engine, you are very likely to be interested in an electric car. However you should consider the following.

Do you have anywhere to park it?

Almost the most important thing to buy an electric car to this day: If you do not have a parking space to park your car, be it an individual garage, be it a place in a collective garage, be it on property, or at least rent, almost better not to consider having a coch and electric. Today you will be almost impossible to recharge and also have to pay more expensive electricity than if you recharge at home.

If you have a parking space, nothing happens if there is no plug in it (although if there is, you will save money). You can consider the different possibilities of installing a refill point in the garage (we explain it in your day in detail, keep an eye on it). The installation is not as complicated as it may seem, you do not need a special power and it is not so expensive (although it is an investment to be taken into account). Keep in mind that the dealer will have to pay up to 1,210 euros (VAT included) of that reload point you install, or you will get an equivalent discount for that amount if you already have a plug.

If you don’t have a garage, the thing gets a lot complicated, but hopefully you can consider two options that will get you out of trouble. The first one, if you use the car for the job, is that you can have a refill point at work. If you spend 8 hours there is more than enough time to recharge the car. The last option, more complicated, but not impossible, is that you try to negotiate with a load manager the installation of a recharge post on the street. Keep in mind that they can say no, and that if they accept you will ask for a certain commitment and you will have to hire a higher consumption rate (to make it profitable).

Keep in mind the use you are going to give

The electric cars have a limited autonomy, except in some honorable exception that usually goes out of price for the majority of Spanish drivers. This will change over the years, but right now it’s what there is. Keep in mind that in an electric car of average type, and of more or less affordable price (more or less), the homologous autonomy does not exceed 240 km.

Keep in mind also that real autonomy, in general, will be less. This will depend on the shape and style of driving, or whether you should use a lot of air conditioning or heating (this, on the other hand, also happens with cars with internal combustion engine, which also consume more than what manufacturers say, eye). Well, in general, on average, an electric car comes to have a real autonomy of between 125 and 150 km. There are some models that can be left in an unfavorable situation about 100 km, and there are some models that can reach 175 km, or even a little more in favorable situations.

The electric car is currently thought of as a second car, except that to make trips you prefer the train or the plane, and then it will be perfectly your only car. Given their autonomy are ideal to move around the city and surroundings, for example to go from a small town around the great capital, to the center of this. They do not serve to make trips (there is some exception, but that is an exception). If in addition to a recharge point at home you can have a recharge point for half a day, at work, at the university or at the mall, for example, you will have more useful autonomy.

The purchase price and the cost of use

Today electric cars are more expensive than conventional cars, but also come models with more interesting prices. The existence of aid for the purchase reduces the price. Do not forget that in some autonomous communities there are also supports that are compatible with those of the state. Remember, yes, that the amount of aid must be included in the annual income statement, and that a party will have to return it to the Treasury.

This does not mean that an electric car can not be economically profitable. In fact for many drivers it is. If you make many kilometers between city and surroundings, you will find the profitability. In your day we talked to you all the costs to consider to compare an electric car with a conventional car. The main advantage of an electric car is its low power consumption, so that with the hourly discrimination rate supervalle, charging at home at night when electricity is cheaper, perform 100 km with an electric car, taxes included, It costs between 1 and 1.30 euros, depending on the car.

When you compare the purchase price of an electric car with a conventional car, do not forget to do it to equal equipment. For example keep in mind that an electric car is in practice a car with automatic change, and that should be valued.

Also remember that you can save money in other ways, for example in parking: in Madrid and Barcelona (and are not the only cities), you can park in a regulated parking area without having to pay parking meter. There are drivers who have to move around a lot in the city that save enough money thanks to this.

Compact cars (also called C-segment cars) are the most sold car type in Spain. It’s not something I should miss, as they serve everything. Although they do not have the facilities to cope in urban areas that characterize the micro-urban and utilitarian, its size is sufficiently contained to not have too many problems to maneuver in town and park. Unlike them, with a compact car you can face a long journey with greater guarantees and solvency. They do not have a spectacular cockpit to accommodate five adults, but they can. And their trunks are quite capable.

Sales of compact cars in Spain are 26% of the market and reached 189,204 units in 2013, 9% more than the previous year, while the market grew 3.34% in 2013. Logically, one in four cars sold is of this type makes their offer is the most numerous. All brands want to be present and the model that presents “to the battle” is often the most representative of the manufacturer.

We must clarify that these figures include other type sedans (with an extra trunk) or family. Those will be left for other shopping guides, because otherwise the listing would be too long. Here we will focus on hatchback bodies, two-volume tailgate, the most popular in Europe and Spain, with three or five doors (there are some with enough differences between them).

They have a medium size that begins to push customers towards diesel propellants, which accumulated most of the sales, no less than 137,169 units, for 51,588 of gasoline. In the latter the versions of these models of clearly sporty dye are framed, which conquer the younger public. But eye, that the mechanics of gasoline increase their sales more than the diesels, since the brands already include in their ranges engines of lower displacement that, aided with the turbo they achieve fair consumptions if they are not demanded too much.

Two models are the great referents of the market, the Seat León and the Volkswagen Golf. At some distance are the Peugeot 308, the Renault Megane and the Opel Astra. They also surpass the 10,000 units the Citroën C4, Ford Focus and Toyota Auris. But the options are numerous, like mentioned, and you can choose according to the needs of space and, above all, budget.

What compact car to buy?

In the table below you will see how a compact C-segment is a car that exceeds four meters long. As you can see, we have highlighted in bold the highest and lowest values in the measurements of these vehicles, as well as the boot capacities. The cargo chests of the Maletros are located near the 400 liters… something just for the luggage of several people from a trip of many days, but enough for a getaway.

Comparison of the offer of compacts in 2018:

As the purchase of a car is not only decided with external measures, interior and boot, then we give a simple review of the main features (strengths and weaknesses) of each of the new utilities that you can currently Find and on the market. You can expand information by clicking on each of the titles (which will direct you to all the articles, videos and tests that we have published about them).

Alfa Romeo Giulietta

The Alfa Romeo Giulietta 2016 is a compact that has received a series of changes in its aesthetics to give it a more modern image. Regarding the Giulietta 2010 (see Test), which was slightly updated in 2014, changes the design of bumper, the new typography of the Giulietta logo on the tailgate and exhaust outlets. These are improvements to bring your image closer to the Giulia, the brand’s new saloon.

The interior beats a technological leap through the Uconnect system that incorporates the infotainment screens of 5 or 6.5 inches. New upholstery for seats and doors are also included. One could choose between three levels of finishing in its launching: Basic, Super (the more balanced, with a pair of packages of Mejroa) and speedy (the sportier, the denomination is lost Green Quadrifoglio). From the basics are included as standard elements such as the climate control, the Alpha DNA selector, the system of retention in slopes and screen of 5 inches with Uconnect.

The initial mechanical offer is really complete. There are four petrol engines, from 1.4 Turbo of 120 CV (which can also run with LPG), passing through the 1.4 turbo Multiair, available in 150 and 170 CV, and by the top of the range, the 1750 TBi with 240 CV carried by the Giulietta Swifte we have tested. The diesel range starts with the new 1.6 liters JTDm 120 hp engine, followed by the 2.0 JTDm, available in 150 and 175 CV.

All engines are associated with a six-speed manual gearbox, although some can equip the DCT dual-clutch automatic gearbox and six ratios. There is no shortage of selectror Alfa DNA, which acts on different parameters (motor torque, change relations, accelerator response, ESC control system, ASR traction control…) Depending on the driving mode chosen.

Audi A3

The Audi A3 2016 is one of the premium compacts par excellence. With regard to the Audi A3 2012 has some aesthetic touches, mechanical novelties and, above all, an important technological updating. It is offered with up to four different bodyworks, having this three doors, the five Sportback doors, the Cabrio and the sedan. This specimen is 4.24 meters long and its exterior stands out for a sportier appearance.

The cockpit is one of the aspects that have been renewed. It will continue to maintain the quality and distinction, but you can also add for the first time an element as important as the Audi Virtual Cockpit, digital instrumentation and customizable with a 12.3 inch screen. The MMI multimedia system has been redesigned and is now more intuitive and has better connectivity.

The equipment of the new Audi A3 will be divided into four finishes that can be added to the series model. Initially the compact mounts 16-inch rims, climate control or light and rain sensors. Adding the ‘ Design Edition ‘ finish adds 17-inch rims or cruise control, while the ‘ Sport Edition ‘ has sport suspension and driving modes. In addition the ‘ s Line Edition ‘ has a sportier look with 18-inch rims and LED headlamps, and the ‘ black Line Edition ‘ adds black details.

The Audi A3 has a complete range of engines with six different options. There are three in diesel with the engine 1.6 TDI of 116 CV and the 2.0 TDI with 150 or 184 CV. The remaining three are petrol, with the 1.0 TFSI of 116 hp, the 1.4 TFSI of 150 hp and 2.0 TFSI of 190 cv. All mechanics can be linked to a manual change or to the dual-clutch automatic S tronic. The most powerful also accept the Quattro traction. Do not forget the sporty Audi S3 with 310 hp.

BMW Serie 1

It has recently reached the market the BMW 1 2017 series, a light renovation to remain competitive in this disputed segment. There are no notable differences compared to the previous series 1 of 2015, highlight some touches on the outside, more technology for its interior and a range of engines efficient and updated. It also comes with three special editions: Edition Sport Line Shadow, edition M Sport Shadow and BMW M140i Edition shadow.

In the cockpit it is easier to see the changes than on the outside. It has an updated instrumentation and a dashboard more focused towards the driver. Also new are the central console, air conditioning outlets and some materials and upholstery can count on the latest generation of the multimedia system iDrive with touch screen 8.8 inches. In terms of habitability it remains identical to its predecessor.

The BMW 1 series can be chosen with three different levels of equipment. Part with the Advantage QE already includes 16-inch rims, rear parking sensors, servotronic or cruise control with brake function. It follows the sport finish that adds sports seats and steering wheel or LED headlamps. Above it is the Urban that adds the chromed exterior line, mixed upholstery and higher quality mouldings.

The range of engines in series 1 is the most complete. In petrol are the 116i of 109 CV (three cylinders and manual change), the 118i with 136 CV (manual or Automatic Steptronic), the 120i with 184 CV (manual or Automatic), the 125i with 224 CV (automatic only) and the powerful M140i with 340 CV (six cylinders , manual or automatic change and possibility of xDrive traction). In Diesel are the 116d of three cylinders with 116 CV, it follows the 118d with 150 CV and possibility of traction xDrive, the 120d with 190 CV (possibility of traction xDrive) and the 125d with 224 CV (only with front traction and automatic change Steptronic).

Ford Focus

The third generation of the Ford Focus came to the market in 2011 and its restlyling arrives in the mid 2014. The novelties are focused on being a more technological model, in addition to slightly changing the design (already adopts the new frontal with the trapezoidal grille that inaugurated the Ford Evos concept that already mount other models of the brand). Use more efficient engines. It can only be chosen with a five-door body (there is a saloon and a family, which we will analyze in other guides).

It is a noble car, with a precise direction. Their suspensions have a great balance between comfort and behavior. Its range of engines is very complete. In petrol stands out the 1.0 EcoBoost, which with a liter of cubic capacity yields 100 or 125 CV and gets consumptions of a diesel. To the dealers the new Focus will come with new petrol engines EcoBoost 1.5 (in variants of 150 hp and 180 hp. The most powerful is the Ford Fiesta ST, which with 250 CV is one of the benchmarks of the segment, Beyond by power, by behavior. The diesel range covers engines from 95 to 150 CV (this must replace the 163 CV). There is also a version of LPG.

It is one of the most sold of the segment. Its interior stands out for space in height, but it is somewhat narrow, especially in the back squares and slightly reduced visibility. In this last restyling has opted to improve the driving position, eliminating paw buttons direct attention to the evolved integrated connectivity System Sync 2, with its corresponding high resolution color touch screen 8 inches, the Voice control of your applications and an improved browser. Its finishes are in the mid-high part of the segment, as well as its price. There are three levels of equipment: Trend, Titanium and Sport.

Honda Civic

The Honda Civic 2017 is the tenth generation of the compact model and arrives to replace the previous civic 2015. After more than four decades in the market, this specimen is postulated as a global product that will be sold with hatchback bodywork in all markets. It sits on a new platform and maintains the lines of the prototype Civic Hatchback concept with an aggressive and dynamic look with some outstanding elements such as wide bumpers, torn headlights or a lagging with double spoiler and central exhaust pipe in Some versions.

The interior of this model also receives a technological update with the Honda Connect multimedia system with 7 inch touch screen or digital instrumentation. It is the largest Civic in history with 4.52 meters long and a battle of 2.7 meters and that is noticeable inside. The habitability is notable in front and rear squares, while the trunk remains a reference in the segment with its 478 liters capacity.

The new Honda Civic has its equipment divided into six finishing levels (three for each engine). The 1.0 VTEC can be chosen with the Comfort (already has 16-inch rims or heated seats), Elegance (with 17-inch rims, Honda Connect or Honda Sensing) and executive (solar roof or LED headlamps). With the 1.5 VTEC engine you can choose the sport (aerodynamic kit or double central exhaust), sport Plus (cordless charger or adaptive suspension) and Prestige (chrome elements or leather upholstery/leather simile).

The range of Civic engines is completely new. At the moment there are only two gasoline mechanics available, but soon a diesel will arrive. The access engine is the 1.0 VTEC Turbo with three cylinders and 129 hp. The top of the range is the 1.5 VTEC of four cylinders and 182 CV that we have already been able to test. Both motors can go with manual shift or with one automatic CVT. The sport version Honda Civic Type R with 320 CV will soon be available.

I want to give a second-hand car to a family member. What is more interesting, do it as a donation or as a purchase?.

The answer to this question is no other than “depends.”

When we are going to give or donate a vehicle, who receives it, for tax purposes the grantee, has the obligation to pay a tax that goes according to the net value of the gift, or what is the same, the real value discounting for the charges and debts legally deductible.

This is the inheritance and donations tax (ISD), and we will have to pay it, have the value of the vehicle.

Although by law this is so, in practice, when someone gives a vehicle to a family member, choose to make a purchase instead of a donation. This liquidates the patrimonial transmissions tax (ITP), instead of the inheritance and donations tax (ISD). On the one hand it is usually cheaper, especially for low-value vehicles. On the other hand, making the ITP’s autoliquidation is easier and more economical in case of making the process of change of ownership through a management.

The following chart shows the difference in payment between the inheritance and donations tax (ISD) and the patrimonial transmissions tax (ITP) when transmitting a second-hand car, depending on the real value of the car.

In the amounts to be paid for the patrimonial transmissions tax (ITP) We have counted on a rate of 4% lien on the real value of the car. This percentage is applied in the majority of autonomous communities, among them the community of Madrid. However, in some autonomy the tax rate is higher. A good example of this would be galicia with a current rate of 8%. While it is fair to say that in this community vehicles with more than 15 years and little displacement pay a small fixed fee.

Some communities, on the other hand, for vehicles that meet certain requirements, charge less or even exempt from the payment of the ITP. In Catalonia, for example, the purchase of used cars with 10 or more years of age and value less than €40,000 is not taxed by ITP. See “Type of tax assessment of the patrimonial transmissions according to the autonomous community for the purchase of a second-hand car”.

The amounts payable for inheritance tax and donations have been obtained by applying the types of assessment of the tables published for the purpose by the Ministry of Economy and Finance. It is advisable to take into account that each autonomous community can modify the sections and types contained in these tables, since the inheritance and donations tax and the patrimonial transfer tax were ceded by the State to the Autonomous Communities.

We have also considered that the donation of the vehicle is carried out between members with kinship relationships framed in group I (descendants and adopted under twenty-one years) or group II (descendants and adopted of twenty-one or more years, spouse, Ascendants and adopters), and that the grantee’s pre-existing patrimony is less than €403,000. In addition, the grantee would not have received other donations from the same donor in the 3 years preceding the date the vehicle was donated.

If the relationship of kinship was framed in another group (brother, uncle, nephew, brother cousin, stepfather,…) The amount to be paid would have to be multiplied by 1.5882. In the case of more distant relatives or friends or third parties without relationship of kinship, the amount to pay would be double.

In some communities, such as Catalonia, if the relationship between donor and grantee is within group I or II, and the actual value of the car does not exceed €200,000, the rate of assessment of the ISD is equal to that of the ITP (5%), as long as we donate the median You public deed. In any other case the type of tax to present the ISD would be higher.

In the community of Madrid, the ISD is subsidized for the partentesco relations of group I and II. In particular, if the real value of the car is higher than €3,850, it would be more interested in the donation than the sale. Even though we have to go through the notary to formalize the donation in a deed.

As we see in the following chart, in the community of Madrid, from the value mentioned and as this value increases, the fee payable by ISD is progressively lower than that of the ITP. For example, in the community of Madrid, for a car with real value of €18,000, liquidating the ISD instead of the ITP would save €500.

Although the amount payable by ISD in the community of Madrid represents only 1% of the real value of the car, as on the tax quota is 99% subsidized, to benefit from this bonus we will have to formalize the donation in writing Public, with the consequent added cost. Something similar happens in Castilla la Mancha, where the bonus would be 95%, provided that the real value of the car is less than €120,000.

By the public deed of donation, the notary will charge us about €150 for a car of declared value of €6,000, and above this value €4.5 more for each €1,000 of increase in the real value.

In any case, if we are donating or giving away a car, in order to calculate the fee to be paid, we will have to consult the assessment type tables, reductions, multiplier coefficients, and bonuses in force in our autonomous community for the ISD.

The ISD self-liquidating form is the 651 model and can be downloaded or completed online on the official website of the Ministry of Finance of each Autonomous community.