Movento, the automotive division of Moventia, placed a spotlight on the importance of accompanying the public at this decisive moment for automotion during a session entitled ‘Challenges for smart and inclusive urban mobility’ organised by Esade Alumni. The event was hosted by Joan Miquel Malagelada, Chairman of the Esade Alumni Automotion and Mobility Club, and gathered specialists in the sector to examine the main challenges and opportunities presented by the new mobility ecosystem. The CEO of Movento, Miquel Martí Pierre, stressed that electrification “is no longer just a trend but an industrial reality” and insisted that the main challenge for buyers does not just stem from the technology itself but mainly from regulations.

The day began with presentation of the RACC 2025 Mobility Barometer by Cristian Bardají, which shows that public transport continues to lead mobility in such major cities as Barcelona, accounting for 55.3% of all journeys, especially among young people and the elderly. Nonetheless, Cristian Bardají also highlighted a resurging private vehicle purchase intent, saying that “15.8% of Barcelona residents intend to buy a car in the next 12 months, four points higher than in 2024”. Hybrid models also continue to be the preferred option for their next vehicle.

Against this backdrop of change, Movento said that the public needs certainty. “I would recommend switching to an electric vehicle, you can’t go wrong”, said Miquel Martí, stating that all the investment by manufacturers—from Europe to China and the United States—is already focused on the development of electric models. The CEO of Movento believes that the industry itself has concluded its debate over which engine to choose, saying “there are almost zero manufacturers still investing in combustion engines, all the R&D is focused on electric vehicles. The doubts no longer hang over the technology but rather the regulations”.

According to Miquel Martí, this regulatory uncertainty has impacted purchase decisions over the last five years and has led to many customers postponing the purchase of a new vehicle. “Public authorities are generating doubt because each one is setting different rules. We need to unify our criteria and offer certainty to the public”, he said. The CEO of Movento also called for more effective policies to stimulate the electric market and gave the example of certain countries that have made faster progress thanks to clear and direct incentives. “Portugal has twice the electric vehicle penetration as we do thanks to its tax breaks, while this type of vehicle accounts for 90% of sales in Norway thanks to such measures as VAT and Personal Income Tax deductions, free parking and the elimination of road tax and tolls, among other things”, he explained. In contrast, he regretted that any financial support from the Moves Plan in Spain “takes up to two years to collect” and warned that, with conditional incentives of 5,000 euros, “we have only achieved a 19% penetration rate for pure electric and plug-in hybrids in our market”.

However, Miquel Martí wanted to make it clear that progress by electric vehicles is already a well-established reality. He pointed out that the sale of plug-in hybrids and electric vehicles “has doubled and now accounts for 20% of the market; two out of every ten cars are plug-in hybrids or electric”. Furthermore, he underlined the growing role of four-year renting plans as a way to reduce the risk perceived by the buyer and to facilitate electrification over coming years.

The event was also attended by Adriana Malé, Corporate Director of Transformation at Barcelona de Serveis Municipals, who said that the city “is ready for the changes needed by mobility”, although she highlighted the complex nature of this issue in a territory with high population density and a growing volume of visitors. Adriana Malé defended a “multimodal and flexible model with a metropolitan approach”.

In turn, Manel Nadal, Mobility and Infrastructures Secretary of the Regional Government of Catalonia, highlighted the rise in public transport thanks to the growing offer and the fares, but warned that urban mobility “is no longer just urban”, pointing out that more and more people travel 30, 60 or even more kilometres into Barcelona. “We face the challenge of also responding to those who arrive every day from such territories as Vic, Berga or Tortosa”, he said.