Ecopro has set up a European sales subsidiary for the first time since its founding. Ecopro said on Jan. 28 it established the unit in Germany and appointed director Kimbal Virdi (킴벌 비르디) as its head. After building a production base in Hungary, it has also secured a sales outpost and is speeding up its push into Europe’s electric vehicle and battery markets. Its strategy is to pre-emptively respond to tougher in-region sourcing rules, including the entry into force of the European Union’s Critical Raw Materials Act, and increase customer touchpoints.

The European entity will serve as a "European business hub" to identify new business opportunities in Europe’s EV and battery supply chain. Ecopro said moves by major automakers to secure key materials directly are accelerating in Europe as EU regulations tighten. It plans to respond to customer needs in real time and raise its competitiveness in winning orders in line with the market shift.

Ecopro completed construction of its cathode material plant in Debrecen, Hungary, in November last year. It plans to link production, sales and marketing more closely through the new sales subsidiary and expand cooperation with local cell makers and automakers. It will also diversify its product portfolio, taking into account the characteristics of Europe’s EV market where small electric vehicles have a high share.

Ecopro plans to supply not only high-nickel cathode materials but also high-voltage mid-nickel cathode materials that combine price competitiveness and performance. It will also strengthen partnerships with local recycling companies, alongside identifying potential customers in Europe. It is looking to build a network with local partners in Europe’s waste-battery recycling market to secure high-quality waste-battery raw materials.

"We plan to create synergies across the cathode materials business by supporting not only cathode and precursor marketing in Europe but also the waste-battery recycling business," Virdi said. "We will mobilise all local networks to conclude visible contracts within this year," he said.