Press Corner

EBRO is reborn with its new electric pick-up

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EBRO, the well-known Spanish brand of industrial vehicles, is reborn with renewed values, presenting its new electric project. A completely new, modern, and ecological car with an updated logo. A new milestone for the automotive industry. What will EBRO bring to the industry in the near future?

A Symbol of Sustainability, the Totem of the Automotive Heritage

EBRO is a car brand that has been in the market since 1954, successfully combining classic with innovation and practicality with comfort, with a clear objective: to become a symbol of sustainability with its new 100% electric pick-up designed and manufactured in Spain.
At EBRO, we aspire to make electric vehicles practical, affordable, and safe for everyone.

"Since the beginning, we have worked tirelessly to get everyone to see EBRO on the roads as soon as possible, not only in Europe but all over the world."

Valentin Rouss

Co-Founder, CMO

Where Did It All Start: from Tractors to Electric Pickups in 115 Years

In 1907, the first Fordson tractors began to be assembled at the Ford plant in Spain. Over time, the cars were transformed and improved, and in 1954 EBRO appeared as a brand responsible for producing tractors and trucks, a symbol of industrial vehicles in Spain. EBRO cars were expanding the range of production models but always accompanying the business objective in Europe.

2013 was a particularly significant year: EBRO developed the first 100% electric prototype for off-road competitions, becoming one of the first to launch the electric mobility trend. Two years later, in 2015, the first electric car debuted at Dakar Rally. The car was created by the current company Ecopower, under the direction of Edu Blanco and Ariel Jaton and with the support of Acciona.

In 2019, after several successful projects and achievements, the company EBRO Ecopower automotive was created, giving a new life to the mythical brand.

Since then, the electric SUV prototype has been constantly refined and improved.

"The experience gained in high competition has allowed us to develop a vehicle adapted to the industrial segment as well as to everyday life."

Edu Blanco

Co-Founder, CBDO

The combination of technologies, improved design, and development plan has made it possible to launch the first functional prototype in early 2023. EBRO is prepared for the future electric pick-up to be optimally adapted to off-road journeys in Spain, not only for the Dakar Rally but also for the industrial and recreational sectors.

Who is Behind the Phoenix of the Automotive Industry?

EBRO Ecopower Automotive works in partnership with the D-HUB center in Barcelona to produce electric vehicles at its facilities in Spain: a symbolic place that was the production center for agricultural machinery of Motor Ibérica until nationalization in 1954 when it became EBRO.

In 1979 it was bought by Nissan Motor Ibérica facilities and began to produce EBRO cars under the Japanese brand. In 1987 it was absorbed by Nissan and disappeared from the automotive market. Recently, in 2020, Ecopower began work on the EBRO brand under the union between SMV, Jaton Racing, Api Brothers, and Zanskar Aventura.

SMV plays an essential role in EBRO. A thriving engineering company in Catalonia, which main activities are focused on the automotive industry and sustainable mobility.

API Brothers, led by Valentin Rouss and Vadym Zavadyuk, is an international company based in Spain. The company operates in its sector and launches advanced digital technologies and products, including those for the electric mobility sector.

One of the key companies behind EBRO's revival is Jaton Racing, led by Edu Blanco and Ariel Jaton, the same ones whose team became world champions in the racing industry more than five times. They have participated 15 times in the Dakar Rally. In the Dakar Rally 2021, they took part in the EBRO electric pick-up racing prototype by competing as the 00 car.

But what can we expect from the cars that will conquer not only the rally tracks but the roads of Spain and Europe?

Taking a Look Behind the Scenes With the Future EBRO Pickup Concept

The EBRO pickup is an updated version of the classic model but electric. EBRO Ecopower Automotive believes that "the key for the automotive industry is to switch to renewable and ecological energy sources, which is especially relevant for the companies with the big focus on sustainability, ergonomics, and robustness."

The new EBRO electric pick-up will also be practical and vital for the commercial and work industry with a special design: massive side lines, dramatic headlights, and slightly reinforced bumper elements.

When can you expect the first EBRO products to hit the market?

EBRO's revival is creating high expectations on the market, especially among companies and public bodies following EU demands the transition to sustainability in the transportation industry. EBRO is currently working on the EV platform, managing logistics and industrialization, and analyzing feedback from several companies for the final design.

EBRO is not only reborn. It takes its way to perfection. Stay tuned for updates and the latest news! Check out our website for more information.