New Chinese brand for Geneva

2012-11-09 08:39

Qoros Auto, a new independent automaker headquartered in China, will make its public debut at the 2013 Geneva Motor Show by unveiling the first in a series of new products aimed at “discerning young buyers” in China and Europe.

In announcing its entry, the automaker said it will stand for a “strong commitment to product and service quality”.

Leading experts from inside and outside the automotive industry have been recruited to the Qoros team and, supported by major global suppliers, such as Magna Steyr, TRW, Continental, Bosch and Valeo, are leading the development of an advanced vehicle range. based on an advanced, modular architecture.


Qoros’ modular architecture will apparently enable the rapid rollout of a range of models and variants – the automaker expects to launch a new variant practically every six months. Hybrid and electric vehicles will also form part of its portfolio.

The first car in the Qoros range will be a compact four-door sedan “inspired by modern European tastes” that will make its world debut at the Geneva auto show in March, 2013, before going on display at the Shanghai show. Chinese and European sales will also start in 2013.

Executive director of design Gert Volker Hildebrand is a motor industry veteran, having previously worked for Volkswagen, Seat, Opel, Mitsubishi and BMW and all Qoros products will be designed to meet high international safety, quality and environmental standards. They will also be engineered to receive maximum ratings in Euro NCAP safety tests.

The automaker said its vehicles will be distinguished by a strong focus on state-of-the-art technology, with high levels of in-car connectivity and vehicle safety standards comparable with “the best in Europe”.

An all-new production facility is currently under construction. It will have an initial annual production capacity of 150 000 units, rising to a potential maximum output of 450 000 cars, the automaker said.

Qoros was established in December 2007 as a joint venture between Chery Automobile and the Israel Corporation, with each holding a 50% stake in the company. The executive team is led by chairman Guo Qian, who is also the COO of Chery and vice-chairman Volker Steinwascher, a senior European automotive executive.

Steinwascher said: “We have integrated the best of both worlds in a unique business model, one which sets a benchmark for the international auto industry, especially in China.

“We are a new company without any legacy or previous history, which gives us a great advantage because we are starting from scratch with a clean sheet of paper. By recruiting experts in all the essential fields of our operation, we can create a globally competitive product and service network that is designed to fit the lifestyles of modern metropolitan customers.”

Full details about the first car from Qoros will be revealed at its 2013 Geneva show launch, the automaker said.