Reviving a Spanish Automotive Brand: Ebro’s Resurgence in Barcelona
Ebro’s Ambitious Comeback
“Ebro aims to become a major automotive brand in Spain,” says Rafael Ruiz, president of EV Motors. The company, in partnership with the Chinese automaker Chery, is reviving a Spanish brand that ceased to exist in 1987. The revival of Ebro came to fruition with the project to reindustrialize the Zona Franca factory in Barcelona, formerly known as Nissan and now rebranded as Ebro Factory. Vehicles under the Ebro name were produced at this plant over 50 years ago, and reviving the brand seemed like a fitting way to reconnect with values that resonate with many Spaniards.
Ebro is set to make a comeback with the S700, an SUV scheduled to roll off the assembly line at the Ebro Factory on November 18. This revival is made possible through Chery, which will provide its production platform that currently manufactures models for brands like Omoda and Jaecoo, recently introduced to the Spanish market. The Ebro S700, along with the S800 coming in December, will be produced in Barcelona in a DKD format, where the vehicles will be semi-assembled in China before final assembly in Spain. The transition to CKD assembly is expected by 2025, allowing the vehicles to be completely assembled in Barcelona, increasing the workload for the Catalan plant.
Transition to Full Production in Barcelona
The goal for the unions is to transition to complete production in Barcelona over the years, meaning that the vehicles’ bodywork will also be manufactured in Catalonia. The realization of this transition depends on the sales volumes of Ebro and Chery. The agreement signed in April set a target of producing 150,000 cars per year in Barcelona by 2029, with the potential to exceed this number and reach a maximum of 200,000 vehicles.
“Our partnership allows us to blend Ebro’s rich heritage with Chery’s advanced technology and production expertise. The models we will bring to the market under the Ebro brand not only share a technological base but are designed to reflect our values of durability, sustainability, and a customer-centric approach,” adds Ruiz.
The Abandoned Partner: QEV
The alliance between EV Motors and Chery materialized after over a year of negotiations involving a third party, QEV, who initially led the project to reindustrialize the former Nissan plant. The D-Hub, formed by QEV and BTech (EV Motors), won the bid to acquire the Zona Franca facilities in Barcelona. However, the project faced challenges due to the lack of customers for QEV’s brand of vans and industrial vehicles, named Zeroid. QEV exited the project in March to facilitate the agreement between EV Motors and Chery, ultimately leading to their exclusion from the alliance. QEV, led by Joan Orús, went public in Amsterdam in October last year with a value of 221 million, but now faces an uncertain industrial future.
The arrival of the Chinese partners brought relief to former Nissan workers who had not manufactured a vehicle in the Barcelona plant since late 2021. To kickstart Ebro, 500 employees with training contracts at the Ebro Factory were made permanent, with hundreds more expected to be hired to reach the promised 1,250 jobs by April.
Success and Challenges Ahead
“The negotiations with Chery were conducted with great responsibility, as we were aware of the potential implications of the success or failure of the talks. The reindustrialization of an operation of the scale of Zona Franca is unprecedented in recent Spanish history. With collective effort, we have achieved it,” says the president of EV Motors, who rang the bell at the Madrid Stock Exchange on the company’s debut on the BME Growth on October 14.
Unlike the former partner, the company under Ruiz’s leadership had a strong market debut, with shares surging over 20% on the first day. The company’s goal with the IPO is to gain financial strength to support its growth. “The projected production volume for 2025 at the plant ranges between 20,000 and 30,000 vehicles, depending on market acceptance of the new Ebro models and the completion date of the new CKD assembly line. Our initial focus is the Spanish market. We are taking it step by step,” adds the entrepreneur.
Conclusion
The revival of the Ebro brand in Barcelona marks a significant milestone in the automotive industry, blending heritage with modern technology to create vehicles that embody durability, sustainability, and customer-centric values. With ambitious production targets and plans for full assembly in Barcelona, Ebro’s resurgence promises to create job opportunities and contribute to the region’s industrial growth.
FAQs
1. What is the production timeline for Ebro vehicles in Barcelona?
Ebro S700 SUV will be the first model to roll off the assembly line on November 18, with the S800 following in December. By 2025, the company aims to transition to CKD assembly, allowing for complete vehicle assembly in Barcelona.
2. How many jobs are expected to be created by Ebro’s revival?
The company plans to create 1,250 jobs by April, with 500 employees already transitioned from training to permanent roles at the Ebro Factory.
The Rise of Omoda: A New Player in the Spanish Automotive Market
As we look towards the future of the Spanish automotive industry, one brand is making waves and capturing the attention of consumers – Omoda. With the upcoming production year set to see the introduction of Omoda vehicles manufactured in Spain, there is much anticipation surrounding this new player in the market.
Consumer Reception and Market Potential
- The Spanish consumer market is known for its openness to a variety of automotive brands, making it a prime opportunity for Omoda to establish a foothold.
- Omoda’s success in Spain can be seen through the impressive sales figures of the Omoda 5, the company’s flagship model, with over 5,000 units sold in the country.
The Delayed Entry of Chery’s Omoda Brand
It is worth noting that the production for the upcoming year is expected to see minimal involvement from the Chery-owned Omoda brand. The start of production for Omoda vehicles in Spain has been pushed back to after the summer of 2025.
Expert Insights on Omoda’s Potential in Spain
According to industry expert Ruiz, “The Spanish consumer is particularly receptive to automotive brands from various origins, and the success of Omoda in our country is a testament to Spain’s attractiveness as a market.”
Future Prospects and Expansion Plans
- With the production of Omoda vehicles set to commence in Barcelona next year, the brand is poised for further growth and expansion in the Spanish market.
- Omoda’s entry into the Spanish automotive industry marks a new chapter in the competitive landscape, offering consumers more choices and driving innovation in the sector.
Conclusion
As Omoda prepares to make its mark on the Spanish automotive market, all eyes are on this emerging brand to see how it will disrupt the status quo and carve out its place among established players. With a strong consumer reception and promising sales figures, Omoda’s journey in Spain is one to watch.
FAQs
When will Omoda vehicles be produced in Spain?
Omoda vehicles are expected to be manufactured in Spain after the summer of 2025.
What is the current sales performance of Omoda in Spain?
The Omoda 5, the brand’s flagship model, has already achieved over 5,000 sales in the Spanish market, indicating a strong presence and demand for Omoda vehicles.