Opinion
A spanish Ebro is rising from the ashes with a bold move that brings the brand back Madrid based on Chinese technology from Cherry. Based now in Barcelona, makes Portugal its first bet on the European market, for now with four SUVs, gasoline, HEV and PHEV offerings and, soon, one hundred percent electricalso no same style.
The Sino-Spanish joint venture has 60% of the capital held by our neighbors and is listed on the stock exchange. They will install on Zona Franca da Catalan capital, acquiring theÁbrica Desaactivated where Nissan operated, invested 100 million euros and put it to workin different molds, an operation of ‘badge engineering’ who had a promising start no neighboring countrywhere, in 16 months, it became the brand with the highest growth not totive market local in the last decade: 12,460 units soldem 2025which is equivalent to a market share of 1.9%.
The operation is based on two platforms multi-energies coming from China that receive a body, with design from Cherry, which arrives in Barcelona in printed blocks, which are welded here on a line that has 200 robots. The finalization is all done in Cataloniain one of the re-industrialization considered of the most important achievements in Europe.
All this, with the collaboration of Chery meant “the development of capabilities throughout the entire value chain and the strengthening of brand marketing, the dealer network and after-sales services.
No future, Ebro will deepen local production and adaptive R&D in Europe in order to sustain growth. From Portugal, the brand will expand to other European marketsadvancing EBRO’s global strategy”, these Johnson XuVice-President Chery Internationalalwho was in Lisbon for the launch of the brand, together with with Rafael Ruiz, the president of Ebro.
In Portugal, starting the export adventure, Ebro established a partnership with the group MCoutinhoone of the largest national retailers that will guarantee, by the end of the year, a network of ten dealerships, which will be doubled by 2028, allowing broad coverage of the country. Porto, Aveiro, Viseu, Coimbra, Leiria and Lisbon are at the forefront of this bet.
Rafael Ruiz believes that Ebro can be “a relevant actor in Portugal and a firm step in a project with high growth potential, facilitated by solid experience and knowledge of the market” of the Group MCoutinho.
FOUR MODELS AND SIX CHOICES
Compromising aesthetics, a not too exuberant Asian touch, the Ebros reveal a good presence and, as usual in Chinese cars, a well-designed interior with laivos of refinement. Nothing new or especially striking, but always a good perceived quality, space, comfort and complete equipment.
Briefly, the range is this in the brand presentation:
Ebro s400: Hybrid compact SUV (HEV), designed for urban environments and daily use, with high efficiency (5.3 l/100 km) and combined power of 211 cv. Available from 29 240€.
Ebro s700: Versatile SUV for families, available in gasoline versions (147 cv – from €33,740)HEV (224 cvfrom €36,240) and PHEV (279 cvfrom €42,240). It is, stands out for its autonomy of up to 1 200 km and up to 90 km in 100% electric mode.
Ebro s800: Seven-seat SUV, focused in comfort and space, with up to 1 930 liters of luggage space and engine gasoline and PHEV with 279 cv. From 42 240€.
Ebro s900: topo de gama PHEV 4×4 com 428 cvaelectrical autonomy up to 177 km (1 050 km combined) and technologystate-of-the-art technology. Since 56 740€.
The technology announced on board includes the processor Qualcomm Snapdragon 8155, screens up to 15.6 inches, Sony sound system and the application EbroAuto for remote control of functions.
The vehicles include up to nine airbags and a suite of 24 advanced driver assistance systems (ADAS), such as cruise control adaptive and surround-view cameras.
Ebro offers a warranty of seven years or 150 thousand km. For hybrid systems, coverage extends up to eight years or 160 thousand km. The after-sales service will be ensured by the logistics infrastructure supported by four parts distribution boards at PeninIberian island, two of which are in Portugal.
