The Spanish automotive brand EBRO marks its official entry into Portugal this Wednesday, at an event held in Lisbon that signifies the beginning of a new phase for the brand in the European automotive landscape. The relaunch of the brand comes in a context of strong competitiveness in the sector, particularly driven by the increasing presence of Asian manufacturers.
The presentation takes place at the Sana Myriad Hotel Congress Center, where the strategic lines for the Portuguese market are revealed, as well as the initial range of models, primarily focused on SUV vehicles but with different engine solutions.
Partnership with Grupo MCoutinho ensures operation in Portugal
The entry of EBRO into the country will be realized through a partnership with Grupo MCoutinho, responsible for the distribution and development of the brand in national territory. The operation will be managed by an autonomous structure within the group, dedicated exclusively to the new brand.
The CEO of Grupo MCoutinho, António Coutinho, highlighted the strategic potential of the investment, stating that the arrival of EBRO will strengthen and diversify the company’s portfolio, with a proposal aimed at the Portuguese market.
The commercialization of the first models is expected to take place in the first half of the year, accompanied by the gradual creation of a network of dealerships nationwide.
Production in Barcelona and partnership with Chery drive relaunch
The revival of EBRO results from a partnership with Chery Automobile, formalized at the end of 2024, which allowed the brand to resume activity with enhanced technological support and industrial capacity.
The vehicles are produced in Barcelona, at the former Nissan industrial unit, now transformed into the EBRO Factory, an infrastructure that serves as the base for operations on the Iberian Peninsula and the European expansion plan.
Multi-energy strategy marks range positioning
The brand’s initial offering includes four SUV models — s400, s500, s700, and s900 — available with hybrid, plug-in hybrid, and gasoline engines.
Unlike several new brands that focus exclusively on electrification, EBRO opts for a diversified approach, seeking to respond to different usage profiles and market needs.
This strategy positions the models as balanced solutions between functionality, innovation, and efficiency, in a segment that continues to see strong demand in Portugal.
Event reveals strategic vision and sports commitment
The launch event includes presentations from several brand leaders, starting with Francisco Cabral, who presents EBRO’s positioning in the country. Rafael Ruiz, the brand’s president, discusses the European strategy and the relaunch of the brand, while Ricardo Ramos details the operation in Portugal.
One of the highlights is the participation of Laia Sanz, a driver associated with the brand’s sports project, who shares her experience in the Dakar and the connection of EBRO to the world of competition.
Portugal plays a relevant role in expansion
For the brand’s leadership, the Portuguese market is part of the European growth strategy. Rafael Ruiz emphasizes the importance of developing a solid network and an after-sales service tailored to customer demands.
In Spain, EBRO already has 85 dealerships and finished 2025 — the first year after the relaunch — with 12,500 vehicles sold.
The entry into Portugal occurs in a scenario of strong growth for brands connected to the Chinese market. Nevertheless, EBRO’s investment in hybrid and combustion solutions could differentiate the brand, positioning it as an alternative focused on accessibility, robustness, and adaptation to the real needs of consumers.
