In the automotive world, certain brands seem doomed to disappear forever. However, there are manufacturers who, against all odds, manage to rise from the ashes like the mythical Phoenix. Ebro is a perfect example, but he is not the only one. Discover in this article five other brands that have found life again after being given up for dead.
Ebro: The triumphant return of a Spanish icon
Founded in 1954 under the name Motor Ibรฉrica SA, Ebro specialized in the manufacture of utility vehicles and tractors. In the 60s and 70s, it established itself as a leader in the sector, with iconic models like the Ebro F100. However, in 1987 it was bought by Nissan and in the early 1990s it disappeared, absorbed by the Japanese brand.
But Ebro's story didn't end there. After almost 35 years of absence, the brand returned to the Spanish market thanks to the initiative of several companies, with the objective of producing electric cars. Its first model will be the Omoda 5 EV, a 4.4 meter SUV offering a range of 430 km. Ebro also announced the S700 and S800 models, with which it intends to compete with current hybrids and electrics.
Bugatti: The rebirth of an automobile myth
Founded in 1909 by the brilliant Italian engineer Ettore Bugatti, the Bugatti brand has built a reputation for excellence in the design of luxury and competition cars. Legendary models like the Type 35, victorious in more than 2000 races, or the extravagant Royale, have marked the history of the automobile.
But the Second World War and the death of Ettore Bugatti in 1947 precipitated the decline of the company, which ceased all production in 1952. It was not until 1987 that Italian entrepreneur Romano Artioli resurrected the brand and launched the spectacular EB110 . Despite its success, Bugatti went bankrupt in 1995.
It was ultimately Volkswagen which brought Bugatti back to life in 1998. Under the leadership of the German giant, the Alsatian brand returned to the top thanks to hypercars like the Veyron and the Chiron, holders of multiple speed records. Today, Bugatti continues to embody the ultimate in prestige automobiles.
Maybach: German luxury
The history of Maybach dates back to the beginning of the 20th century. Founded in 1909 by Wilhelm Maybach, a pioneer of the automobile industry, the brand first distinguished itself in the production of engines for airships before launching into the design of ultra-luxury automobiles in the 1920s. Maybach Zeppelin, launched in 1930, represented the pinnacle of refinement.
After World War II, Maybach stopped manufacturing cars to concentrate on industrial engines. It was not until 1997 that Daimler AG decided to resurrect the brand. The 57 and 62 models, launched in 2002, however, struggled to find their audience, leading to Maybach's discontinuation in 2012.
But in 2015, Daimler gave Maybach another chance by making it a sub-brand of Mercedes-Benz. Combining the know-how of the star with the unparalleled luxury of Maybach, models like the Mercedes-Maybach S600 are finally meeting the expected success. The Maybach legend is back.
Saab: A thwarted takeoff
Saab originated in 1937 as a manufacturer of aircraft for the Swedish military. After the war, the company diversified into automobiles by focusing on innovation and avant-garde technical solutions, the fruit of its aeronautical experience. Models like the Saab 92, the 99 Turbo or the 900 forged the reputation of the brand.
But despite its original and quality products, Saab experiences recurring financial difficulties. Its acquisition by General Motors in 2000 failed to turn things around. In 2010, Saab was sold to the Dutch Spyker, before filing for bankruptcy in 2011.
In 2012, the Chinese company NEVS bought Saab's assets with the intention of producing electric vehicles based on the 9-3. However, legal and financial complications put an end to this project, signaling the definitive end of Saab as an automobile manufacturer.
Datsun: A mixed renaissance
Datsun was created in Japan at the beginning of the 20th century. From the 1950s, the brand developed internationally thanks to its compact and economical models, such as the Bluebird or the Sunny. The sporty 240Z, launched in 1969, became an icon.
In 1986, Nissan decided to abandon the Datsun brand to unify its range under its name. But in 2013, there was a twist: Nissan resurrected Datsun to market entry-level vehicles in emerging markets.
Despite new models like the Go or the Redi-Go, Datsun is struggling to regain its former aura. Its low-cost positioning and a blurred image limit its success. The Datsun phoenix seems to be having trouble getting back into the air.
Alpine: Passion for the peaks
Founded in 1955 by Jean Rรฉdรฉlรฉ, a Renault dealer with a passion for motor racing, Alpine has built a reputation for designing lightweight, high-performance sports cars. Its emblematic model, the A110 โBerlinetteโ, won the world rally championship in 1973.
Despite its success in competition, Alpine encountered difficulties in the 1970s. Renault, which already held a stake in the brand, took full control in 1973. Subsequent models, such as the A310 or the A610, would not encounter the same success as the A110. Alpine ceased operations in 1995.
But in 2012, Renault announced the resurrection of Alpine on the occasion of the 50th anniversary of the Berlinette. In 2017, the new A110 was unveiled, taking up the spirit and lines of its ancestor in a modern and technological interpretation. Hailed by critics, it marks the revival of Alpine as a sports car manufacturer.
These examples show that even automotive brands that seem doomed can rise from the ashes and become successful again. Like the Phoenix, they prove that as long as passion and daring animate men, there is always hope.
5 automobile brands that rose from the ashes like the Phoenix
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