EcoPro steps up European push with 1st-ever local sales unit

Kimbal Virdi, head of EcoPro’s European sales subsidiary in Germany, speaks during a presentation in this undated photo. Courtesy of EcoPro

EcoPro is accelerating its global expansion by setting up its first local sales subsidiary in Europe, aiming to strengthen its foothold in the region amid tightening trade regulations and shifting supply chains.

The move follows the company’s recent build-out of a manufacturing base in Hungary and is seen as a preemptive response to Europe’s evolving trade environment, while also strengthening direct engagement with key customers.

EcoPro said Wednesday it recently carried out an organizational reshuffle and established a European sales subsidiary in Germany, appointing Kimbal Virdi as its head. The new entity is expected to serve as a “European business hub” to identify new business opportunities amid rapid changes in the region’s electric vehicle and battery supply chains.

The European market has been undergoing major shifts as automakers move to secure critical materials directly, driven by stricter intraregional sourcing requirements following the enforcement of the European Union’s Critical Raw Materials Act.

Against this backdrop, EcoPro plans to leverage its European sales arm to respond to customer needs in real time and enhance its competitiveness in securing orders.

In November last year, EcoPro completed the construction of a cathode material plant in Debrecen, Hungary, securing local production capacity in Europe. With the addition of the sales subsidiary, the company aims to organically link its production, sales and marketing operations and expand cooperation with local battery cell makers and automakers.

Reflecting the European market’s strong demand for small electric vehicles, EcoPro plans to diversify its product portfolio beyond high-nickel cathode materials to include high-voltage mid-nickel cathodes that balance cost competitiveness and performance.

The company also plans to step up efforts to identify potential customers in Europe, while strengthening partnerships with local recycling firms.

By building networks with European partners in the end-of-life battery recycling market, EcoPro aims to secure a stable supply of high-quality recycled battery feedstock and play a leading role in building a circular resource ecosystem.

“Our goal is to create synergies across our cathode materials business by supporting not only cathode and precursor marketing in Europe but also battery recycling operations,” Virdi said. “By fully mobilizing our local network, we aim to secure tangible contracts within this year.”