In today’s electromobility landscape, European brands face a constant challenge to adapt to a rapidly changing market.
José Luis Portela, founder and CEO of Magtalent, offers a clear perspective on the direction that companies must take in order not to be left behind in the transition towards electric mobility.
“We are facing the greatest technological change in the last 100 years,” said Portela in an interview with Mobility Portal España.
According to the expert, the sector is undergoing a radical transformation that affects the two pillars of the global economy: energy and the automotive industry.
In this context, Portela stresses that, at this moment, the market is divided into three large blocks: the United States, Japan and China.
American brands, led by Elon Musk‘s company, have established competitive advantages that are difficult to match.
While the Chinese have bet heavily on the electric car, sweeping the domestic market and increasingly beyond its borders.
“Tesla has disrupted the market, it has vertical integration and no dealer network, which allows it to offer more competitive prices,” he says.
Furthermore, the company’s technological advantage is clear: “Its cars have the best fuel consumption and the most advanced autonomous driving systems.”
On the other hand, Chinese brands like BYD, which has grown rapidly, have nothing to envy of European brands.
“Chinese companies have understood the technological change, have opted for 100% electric cars and have made rapid progress,” explains Portela.
He adds: “Today, companies like BYD have products that outperform many European manufacturers.”
As for Europe, the outlook is more uncertain.
Despite decades of experience and tradition in the industry, some traditional companies have yet to make a firm commitment to this new technology.
“Currently, European brands account for only 8-12% of electric car production and sales,” he says.
He explains: “They are still largely dependent on combustion vehicles , which puts them in a comfort zone that slows down the transition.”
This has created an opportunity for Chinese brands, which are taking advantage of this time to expand into the European market.
To stand out in this environment, Portela suggests: “If I were a European brand I would do what Porsche has done.”
“The company will soon exceed 50% of its vehicles sold with 100% electric propulsion,” he emphasizes.

What is the key to boosting the eMobility sector?
According to Portela, many of the people in charge of selling electric cars have no experience with them.
“If the salesperson doesn’t have an electric car, how can he sell it with conviction? Brands should start hiring people who really understand the technology,” he suggests.
He also stressed the importance of European governments providing greater support for the purchase of this type of mobility.
“If governments remove VAT and provide real incentives, the adoption of electric vehicles will accelerate,” he says.
As for his own experience with these cars, Portela points out that the difference in maintenance costs is considerable.
“It requires almost no maintenance, electricity is cheaper than gasoline and the driving experience is superior,” he explains.
And the transition to zero-emission cars is not just a market issue, but also an environmental necessity.
“People buy them not only because of the cost of repair, which is much lower for electric cars, but also because the pollution produced by combustion cars is unsustainable in cities,” he says.
The transition to electric mobility is inevitable, according to Portela, but the success of European brands will depend on their ability to adapt and make bold decisions.