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