Chery Quantum Auto Co., a joint venture between the Chinese government-owned automotive company Chery Automobile and investment firm Israel Corp., recently revealed its new car brand, Qoros, which is meant for Western European regions.
Various China-based car makers have been creating news at the global level, especially when Geely acquired the Swedish car brand Volvo Car. However, many Chinese car manufacturers have been unsuccessful in creating a profitable market for their locally produced cars. The new Qoros brand is expected to reverse the on going trend and export China made vehicles to Western Europe.
However, the new car brand Qoros will not only set up production units, but also establish a brand image from the scratch and overcome the derogative tag line of 'made in China'.
Chery Quantum Auto Co. Chairman and Chief Executive Officer Guo Qian said, “Qoros is committed to achieving international recognition, bringing enjoyment to drivers through quality products, elegant design solutions and personalized services.”
Furthermore, the new Qoros brand also has a leading team of experienced automotive experts and executives from the West in its favour.
Auto consultant and author of “American Wheels, Chinese Roads", Michael Dunne said, “Chery-Quantum company represents an intriguing experiment. Clearly, the innate capabilities are there. The test is whether this new firm manages to execute the plan.”
Greater China Managing Director for Synovate Motoresearch, Klaus Paur says that the new Qoros has great prospects of becoming as successful as Korean-based auto brands Hyundai Motors and Kia Motors.
Paur also mentioned, “Nowadays 'Made in China' has a negative connotation, a quality connotation, but overall speaking made in China does not have to necessarily be bad as long as the quality is on a certain level that the consumers are expecting.”
Thus, Chery Quantum's new Qoros brand will have a lot to prove in order to reach the standards of global players like Toyota and Kia.
