EBRO’s European push: Barcelona production, CKD shift and 2026 expansion

EBRO, which restarted production in Barcelona in 2024 with support from the Chinese group Chery, is widening its European footprint. In 2026, the brand plans to enter Bulgaria, Croatia, Slovenia, and Portugal, according to EBRO Factory vice president Johnson Xu. The route to market—whether through subsidiaries or importers—is still being finalized.

The company has invested more than €100 million to modernize the former Nissan plant, adding new welding, paint, and assembly lines. In the coming months, production is set to shift from SKD kits to CKD assembly, increasing the share of local operations. EBRO is also considering bringing Chinese suppliers to Spain to build a more resilient supply chain.

Management stresses its intention to nurture local capabilities and return regional vehicle assembly to previous levels. At the same time, some industry voices criticize the collaboration model with Chery, saying it does not sufficiently benefit the European auto sector. The debate highlights a familiar trade-off: quick market entry versus deeper industrial autonomy.

EBRO’s lineup includes hybrid versions based on Tiggo models. These newcomers may attract buyers weighing options in the budget-friendly, practical family segment. The logic is straightforward: familiar foundations and value-focused positioning can ease adoption for cautious shoppers.