The launch of Qoros: Building a high-quality Chinese auto brand from scratch

This article discusses how Qoros, a new entrant into China's highly-competitive auto sector, and its agency BBH are attempting to build cars tailored specifically for the '80s generation'.

The launch of Qoros: Building a high-quality Chinese auto brand from scratch

David TiltmanWarc

While the auto industry is booming in China – sales rose by 14% to almost 22 million units last year – most domestic brands have struggled to convince local consumers about their quality credentials. Internationally, their reputation is almost non-existent.

Qoros, a joint venture between Chery Automobile and Israel Corporation, is seeking to change that. It is building a quality-focused brand from scratch in China, then rolling it out overseas. Its first model, the Qoros 3 Sedan, costs RMB119,900 ($19,817) and began making customer deliveries...

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