Chinese Automaker Chery Launches EBRO Brand in Bulgaria, Eyes Local Supply Chain Integration
Sofia, Bulgaria – Chinese automotive manufacturer chery has initiated its entry into the Bulgarian market through a newly established brand, EBRO, offering plug-in hybrid SUVs. The move represents a strategic approach to European expansion, differing from Chery’s direct brand introduction in neighboring Romania.
EBRO, a name with a history in Spanish truck and bus manufacturing dating back to 1954, was revived in 2023 as a joint venture with Chery. The current EBRO lineup, including the recently unveiled s900, is based on Chery’s Tiaggo platforms. This indirect market entry allows Chery to leverage a pre-existing,albeit dormant,European brand identity. The launch in Bulgaria signals a broader ambition by Great Wall Motor (GWM), Chery’s parent company, to introduce seven new models across Europe.
The EBRO s900, a 7-seater plug-in hybrid, features a 1.5-liter engine paired with three electric motors and a 34.5 kWh battery. Chery claims an electric range of up to 140 km (WLTP) and a total range exceeding 1000 km with a full fuel tank. Pricing for the s900 begins at €39,000 in Spain, with potential tax credits available in Bulgaria due to the vehicle’s seven-seat configuration.
Sue Johnson, Chery’s representative on EBRO’s administrative board, indicated the company is exploring opportunities to integrate Bulgarian companies into EBRO’s supply chain. This potential collaboration could bolster the local economy and establish a more resilient manufacturing network for the brand within Europe.
Chery’s decision to launch EBRO in Bulgaria, rather than directly introducing the Chery brand as done in Romania with the Tiaggo 4, highlights a nuanced market strategy. The long-term implications of this approach, and its potential impact on established European automakers, remain to be seen.
