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

David Tiltman

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 in December 2013.

BBH China is the agency of record for Qoros, and has been involved in creating the brand's positioning – based around notion of providing a "new drive" – and formulating its marketing strategy from the very beginning.