Make EBRO the Spanish Audi? Chery unveils its plan to compete in the premium segment and be global
The Chery Group has revealed EBRO's plan to compete in the premium segment and be global. The revived Spanish brand will move away from the Chinese automotive industry betting on real manufacturing in Spain and development on European soil while, at the same time, accelerating its international expansion.
The Chery Group has put on a true show of strength at its annual meeting. The International User Summit 2026 held in Wuhu (China) has been the stage chosen by this giant of the Chinese automotive industry to present important news and, at the same time, make key announcements regarding the agenda that the various brands within this automotive conglomerate will follow.
The debut of the new Omoda X, the futuristic Lepas Aura Concept, and the launch of the Freelander 8 are some of the highlights that have focused much of the news. But it is not only about brands like Omoda or Lepas, the revived EBRO has also made its presence felt at this event which has become an "international showcase". And it's logical, as without the support of the Chery Group, EBRO's return would not have been possible.
Chery wants to make the new EBRO a more Spanish brand
It is undeniable that the "new EBRO" is significantly tied to the Chinese automotive industry. All the models of the growing EBRO range emanate directly from products of the Chery brand. However, while in the future EBRO will continue to use Chery vehicles as a starting point for developing its models, the historic Spanish firm wants to distance itself to some extent from the Asian country. And this involves real manufacturing on Spanish soil.
According to statements from the top executives and CEO of the Chery Group, the established goal for the so-called EBRO Factory is none other than to increase production phases so that we can talk about real manufacturing in Spain. Increase the number of local suppliers, supply chain, and personnel. But, and this is key, "it’s not just about manufacturing, but from design to the last piece".
The recent sighting of prototypes of the new EBRO S400 hybrid, or the refurbished EBRO S700 and S800 plug-in hybrids, demonstrates that the brand also bets on local development. In addition, the EBRO plant located in the Barcelona Free Zone will be a strategic point for the various Chery brands operating in Europe to dodge European Union tariffs on hybrid and electric cars. Therefore, sooner rather than later, vehicles from Omoda, Jaecoo, or the recently arrived Lepas will be produced.
Beyond Europe, the Chery Group's vision of a global EBRO
Undoubtedly, this has been one of the major surprises regarding EBRO at the aforementioned press conference. It relates both to their international expansion plans and the positioning of the brand itself. The top executive of EBRO Spain was also present at the Chery Group's International User Summit 2026 and confirmed to Motor.es that they are working on two key points. Real manufacturing in Spain and the internationalization of the brand.
The goal set by the Spanish leadership of EBRO is to have more and more local suppliers involved in the production process of the vehicles. However, these additions must be gradual as it is not feasible to make the change with vehicles that still have half of their commercial life ahead. This will happen as new models are added so that the entire process is profitable.
Not long ago, EBRO entered the international scene. It no longer operates exclusively in Spain. It is present in Portugal, Bulgaria, and in just a few days will open its first dealership in Croatia. Moreover, in 2027 it will officially enter Slovenia. And all this while continuing to seek potential importers for other markets.
EBRO wants to compete in the premium segment
But the Chery Group's vision for EBRO goes far beyond a brand that is only available in old Europe. The Chinese manufacturer envisions a global brand and, to top it off, with everything necessary to compete in the premium segment. Do they want to make the revived EBRO a sort of Spanish Audi? It is a very ambitious vision. "Today we are collaborating with EBRO and hope this brand can become a global brand capable of competing in the premium segment," emphasized the top executives of the Chery Group during the mentioned event.
* This news is an AI translation of the original content. Motenic.com is part of Motor.es.