Just 70 years after its founding, EBRO is reborn strongly as an automobile brand, leaving behind its past as manufacturer of SUVs, trucks and tractors with the aim of becoming a benchmark for hybrid mobility, despite the fact that two years ago the brand announced that it would bet everything on 100% electric cars.
This change of course is possible thanks to the collaboration with Chery, the Chinese automotive giant, and the commitment to the reindustrialization of the historic plant of the Free Trade Zone of Barcelonawhere the assembly of the first models has already officially begun.
A change of strategy in time: hybrids first, 100% electric later
The electric car slowdown At a global level it is disrupting the plans of large car manufacturers such as Mercedes-Benz, BMW… but also more modest manufacturers, such as the reborn EBRO. The Spanish manufacturer, which only contemplated a 100% electric future two years ago, has changed its roadmap and has just laid the first stone to fulfill it.
After several years of uncertainty, the old Nissan facilities in Barcelona have finally started up again. Last April, CheryEBRO and the Government confirmed that in a matter of months new cars will come out of this plant again, and that will be the case.
The institutional event that marked this milestone was chaired by the President of the Generalitat of Catalonia, Salvador Illa, together with senior representatives of the Spanish and Chinese governments. Rafael Ruiz, President of EV Motors, highlighted the significance of this moment: “Today the EBRO brand beats again in the industrial heart of our country, marking a new stage of reindustrialization, innovation and sustainability.”
For his part, Tongyue Yin, President of Chery, stressed: “We are committed to transforming EBRO into the main national automobile brand in Spain, uniting the strengths of both countries to move towards a sustainable future.”
When EBRO was reborn, its managers initially opted for 100% electric vehicles. However, plans have evolved after Chery’s entry into the project, aligning with a more pragmatic strategy for the European market. Thus, the first models that will see the light will be two hybrid SUVs: the EBRO S700 and the EBRO S800which combine advanced technology, energy efficiency and a robust and attractive design.
This will be the first two EBRO cars
EBRO S700
- EBRO S700: This compact SUV is 4.51 m long and is based on the Chery Tiggo 7 Pro PHEV. It offers a plug-in hybrid engine with a 1.5-liter turbo gasoline engine and an electric motor that together generate 350 HP. Its electric range exceeds 90 km, ideal for urban and short-range journeys.
- EBRO S800: Larger and more versatile, this SUV measures 4.72 m and is focused on families. Its combustion version uses a 1.6 turbo gasoline engine with 150 HP and a maximum torque of 275 Nm. In addition, it has the option of up to seven seats and is positioned as a model with a more premium approach. Both models stand out for their interior space, large trunk and a design designed for the family audience.
Both vehicles will initially be assembled in Barcelona with parts from China. In a second phase, starting in 2025, the plant will integrate processes such as welding, painting and complete assembly, which will strengthen the local industry by incorporating national suppliers into the value chain.
The relaunch of EBRO responds to a clear vision: to offer vehicles that adapt to current demands. In Spain, where electric vehicles still face barriers to mass adoption, hybrids and thermal vehicles continue to be the most sought-after options. For this reason, EBRO’s initial strategy includes plug-in hybrid and combustion models, reserving its future electric models for a later stage.
EBRO S800
This strategy is not exclusive to EBRO. Brands like MG and BYD have followed similar paths, incorporating hybrid or combustion models to conquer Europe before fully investing in electric vehicles. In the words of those responsible for the project, this adaptation “ensures that EBRO can compete in a market dominated by efficient and economic options.”
The EBRO S700 and S800 will be available in more than 45 points of sale throughout Spainof which 30 will be operational before the end of the year. In addition to marketing, this network will offer after-sales services with competitive guarantees, reinforcing consumer confidence in the brand.
The EBRO renaissance is not limited to these two models. Medium-term plans include an electric pick-up based on the Nissan Navara and an electric van derived from the Nissan NV200. These vehicles, although still in development, “are part of EBRO’s commitment to leading sustainable mobility in the country,” say those responsible.
With a combination of tradition and innovation, EBRO returns to the Spanish market with force, showing that a historic name can be key to competing in a constantly changing sector. Now, the legendary Spanish brand is prepared to write a new chapter in its history, this time leading the transition towards more efficient and sustainable mobility.
Source: www.motorpasion.com
