Ebro: From trucks to electric SUVs, the new era of the Spanish brand

To understand the emotional value of seeing Ebro back on the market, we must go back to its origins at Motor Ibérica, when, in the 1950s and 1960s, its trucks and tractors became fundamental tools for the country's industrial and agricultural development. The name "Ebro" honored the peninsula's largest river, evoking the strength and reliability that characterized those vehicles.

During the 1960s and 1970s, Ebro trucks gained a reputation for being tough and resilient, well-suited to the needs of transporters and distribution companies. However, growing international competition and the entry of new brands ultimately led to their acquisition by Nissan, obscuring the Ebro brand to the point of almost being erased from the map. Despite this, it never completely disappeared from the memories of those who had worked with its models.

The closure of Nissan's plants in Barcelona, which was officially announced at the end of 2021, not only threatened to leave hundreds of people unemployed, but also to completely dismantle a valuable industrial space. It was then that a consortium of investors and the Catalan engineering firm QEV Technologies decided to make a radical change: revive the Ebro brand to manufacture electric vehicles in Barcelona's Zona Franca (Free Trade Zone), thus preserving much of the industrial fabric and know-how accumulated over decades.

The commitment revolves around sustainable reindustrialization. Instead of diesel or gasoline engines, the new Ebro aims to lead the production of zero-emission vehicles in Spain, a booming segment that requires innovation, technology, and strategic alliances. And it was precisely this latter aspect that led the brand to seal a collaboration with China's Chery, one of the largest automobile manufacturers in Asia, an expert in electrification and capable of accelerating the development and competitiveness of the new Ebros.

Ebro S700: the first electric SUV “made in Spain”

The Ebro S700 bursts onto the automotive scene as the brand's first large 100% electric SUV, designed to meet the needs of those seeking a vehicle with space, technological equipment, and an urban and family focus. With a launch planned for 2025, various specialized sources indicate that it will be assembled in Barcelona, reinforcing the firm's commitment to local production and the industrial reactivation of the former Nissan factory. The S700 stands out for its modern design, which combines elegant lines with careful aerodynamics, and for offering a spacious and comfortable interior for five occupants. In addition, it is expected to include state-of-the-art driver assistance systems, as well as an electric motor capable of balancing performance and efficiency in a competitive price range. Ebro's goal with this model is to recover the brand's historical prestige and, at the same time, present itself as a solid alternative in the growing electric SUV market.

Ebro S800: a step further towards space and versatility

Following the announcement of the S700, the company has taken a further step with the S800, a second model whose assembly phase has already begun at the Barcelona plant. Unlike its "little brother," the S800 will seek to position itself in a higher segment, offering a more spacious cabin, greater autonomy, and a versatile approach that covers not only urban environments but also long-distance journeys. According to the announcement, this vehicle is destined to consolidate Ebro's electric offensive, providing a more refined design and improved performance for a public that demands extra comfort and power. The S800 is built on a platform developed to optimize the integration of the battery system and electric powertrain, resulting in a smooth and quiet ride, while retaining the power that has traditionally characterized the Spanish brand. In this way, Ebro aims to expand its range and attract drivers looking for a larger electric vehicle, promising to combine the brand's legacy with the innovation needed to compete in today's demanding market.

Ebro's outlook is optimistic: the brand seeks to consolidate its position in the electric sector both nationally and internationally. Its plans include expanding its passenger car line, producing low-cost commercial vans, and exploring heavy commercial vehicles with electric or even hydrogen propulsion in the near future.

With strong institutional support and growing market interest in eco-friendly mobility, Ebro is confident it can regain the prestige it enjoyed decades ago. The brand's new DNA combines its Spanish roots with Chinese technological innovation, forming a tandem that can once again position it as a benchmark in the automotive industry.

Ebro has gone from being a benchmark in the construction of trucks and tractors to a strong commitment to electric SUVs. The transition has not been without its difficulties, but the initiative to reindustrialize the Zona Franca plant in Barcelona indicates strong support and a strategic vision to place the brand at the forefront of sustainable mobility. With the S700 and S800, the company aims to demonstrate that "made in Spain" can continue to be synonymous with quality and innovation, recovering the soul of those trucks that decades ago carried the Ebro name throughout the country, but now with electricity as the engine of the future.