EBRO has now recorded more than 30,000 vehicle registrations in Spain and built a network of 100 dealerships across all 17 autonomous communities. Two years ago, a new EBRO on Spanish roads seemed unlikely. Now the brand is returning to daily life, one car and one showroom at a time.
EBRO’s return extends beyond car sales. The company signed a four-season deal to be the official car for the Copa del Rey and Copa de la Reina, with the Supercopa de España also included. The sponsorship puts its name before millions who may never have considered the brand. For a company that disappeared for decades, this exposure offers a quick route to rebuilding trust and attracting attention. Independent industry publications report that the EBRO S400 became the basic driver of demand in 2026, with 7,549 registrations by August.
EBRO’s industrial comeback is centred on the former Nissan plant in Barcelona’s Zona Franca, where production is tied to a partnership with Chinese carmaker Chery. The arrangement pairs Spanish manufacturing and local jobs with Chinese technology and development. More European factories are taking this path as battery and electronics supply chains shift to Asia.
Dealerships do more than sell cars. For a brand starting over, a physical network matters: buyers want nearby service and confidence that spare parts and support will remain available for years. EBRO’s 100 locations, up from 85 at the end of 2025, address that need. The company aims to reach at least 110 by year’s end and has started expanding into Portugal, where it plans to open ten outlets.
Sales figures point to growing momentum. EBRO reported 30,478 vehicles registered in Spain over 20 months. From January to August 2026, it sold 17,992 units, compared with 12,460 in all of 2025. The brand claims a 3.35% share of the private-buyer market in August. These figures come from the company, and EBRO remains far behind the biggest players. Still, they show the brand moving from a relaunch on paper to a visible presence on the road.
EBRO’s current lineup comprises SUVs with varying levels of electrification, including the S400 and S700, as well as the S800 and S900. The S900’s plug-in hybrid version delivers 428 horsepower and all-wheel lead, with up to 140 kilometers of electric range in city driving. All models are assembled in Barcelona. The company says it can produce up to 30,000 units in 2026 and aims to reach 50,000 in the medium term. La Vanguardia reports that EBRO plans to launch its first fully electric model, based on the Chery QQ3 platform, by late 2026 or early 2027. That launch would open a new phase in the brand’s electrification strategy and deepen its industrial cooperation with Chery.
The effects reach beyond the car industry. When Nissan closed its Barcelona plant, hundreds of supplier and logistics jobs were at risk. EBRO’s project has reportedly brought back about 1,500 jobs, showing what is at stake in reindustrialization. A recent report notes that Spain is becoming a basic base for Chinese carmakers in Europe. The EBRO-Chery partnership is one example.
Football sponsorship carries significance beyond marketing. For older Spaniards, EBRO recalls tractors and work vehicles; for younger drivers, it is a new name. By joining Spain’s top tournaments, the company links generations and returns to public view, this time as a maker of electrified SUVs rather than the workhorses of the past.
A physical presence still matters in the car business. Even as banking and retail move online, most buyers want to inspect and test-lead a car before spending tens of thousands of euros. A strong dealer network also reassures customers about after-sales support. EBRO’s seven-year or 150,000-kilometer warranty can be extended to eight years or 160,000 kilometers for some hybrid parts, but that coverage is useful only when service is easy to reach. The expanding network is meant to provide that support.
The Barcelona factory is intended to serve markets beyond Spain. EBRO’s European plans depend on exporting locally made cars, reducing reliance on Spanish demand and turning the plant into a regional hub. The Chery partnership also puts Chinese technology closer to European buyers, following a path taken by more Asian brands entering Europe.
EBRO’s comeback has reached a turning point: the relaunch proved the brand could return, and the next challenge is profitable growth. It must sustain its dealer network and remain relevant as the initial attention fades and rivals close in. The 100 dealerships and more than 30,000 registrations, alongside major football sponsorships, mark impressive progress. The longer-term test is whether EBRO can turn that momentum into lasting recognition and make its cars familiar to a new generation of Spanish drivers.
