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Juan Roig Valor
Viernes, 31 de enero 2025, 13:05
When the Chinese group Geely acquired Volvo, it demonstrated the effectiveness of a marketing strategy. Instead of using its factory and assets to create a new car brand, the move was to continue with the name, leveraging its recognition among Western customers.
This occurred with the Italian motorcycle brand Benelli, and more recently with Ebro in Spain. Founded in 1954 as Motor Ibérica SA, the brand specialized in commercial vehicles: tractors, trucks, buses, vans, and off-road vehicles.
The brand's factory was located in Zona Franca (Barcelona) until it ceased operations in 1987 to become fully part of Nissan Motor Ibérica – they first entered the shareholding in 1979. Now, the arrival of Chinese investors at the Catalan plant has led to two brands using its assembly lines: Ebro and Omoda.
Mechanically, the Ebro vehicles produced in Barcelona will feature technology from the Chinese group Chery and will initially be aimed at the domestic market – although they may expand if demand is sufficiently large – but the lines are more sober than those of the Chinese brand.
However, if judged by the success of Omoda with its 5, which registered over 7,700 units in 2024, the Ebro S700 has all the elements to become a model with considerable sales, starting with its price which, when financed, makes the top-range model start at 27,990 euros.
Inside, the perceived quality is excellent, with heated and ventilated synthetic leather seats – essential for hot climates like Spain – voice commands, a panoramic sunroof, and a spacious cabin.
Perhaps the least surprising aspect of the package is the engine itself: a 147-horsepower four-cylinder that performs adequately but is quite fuel-thirsty: it officially rates at 7 litres per 100 kilometres, but in testing, it easily exceeded an average of 8, with secondary roads and highways in the mix.
However, hybrid, electric, and plug-in hybrid versions will arrive – the latter will use the engine already featured in the Jaecoo 7, which boasts 90 km of electric range and 340 horsepower – throughout 2025.
When driving, the S700 is pleasant for daily use and has enough space to become the sole vehicle for a family.
To ease buyers' caution towards a brand newly arrived in the Spanish market, Ebro's parent company has established a logistics warehouse for its model parts in Azuqueca de Henares, which holds 98% of the references and delivers them to its dealerships in less than 24 hours.
Currently, Ebro has 30 sales points in Spain, a figure that will expand to 50 by the end of March and exceed 80, according to the brand's forecast, by the end of 2025.
The S700 is available in two versions. The entry-level starts at 29,990 euros, and the higher-end, called Luxury, starts at 32,990 euros. However, with launch promotions and financing, it is possible to purchase the latter for 27,990 euros.
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