Qoros Aiming to Be Breakthrough Chinese Auto Brand

The Chinese Qoros auto company wants to be the breakthrough Chinese auto brand in Europe. It hired former MiniMINI (BMW)Germany, 2000 > present15 models
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designer Gert Hildebrand to lead its design team and will reveal its first car and two concepts at the Geneva Motor Show in March. The final question looming over the company is its engines. When selling to a mass audience in Europe, style matters, but fuel economy and emissions are just as important.

Hildebrand and his team have been given the opportunity to create a brand from the ground up, which is relatively unique in the modern automotive world, especially outside of supercars. 

"Very few designers have the chance to design the badge first, and then go on to reflect a completely new vision and dream by designing a brand’s first family of cars.  This is an exceptional opportunity, and I don’t believe there is anything more exciting for a designer,” said Hildebrand.

Hildebrand says that the cars' design ethos is “desirable elegance." The cars have long wheelbases and short overhangs. The first car has contours around the front and rear to make it look longer. It has a high waistline with a long sloping roof. It has front LED running lights and LED taillights.

Inside, Qoros wants to be a place that appeals to technologically savvy young people. The infotainment system is controlled by touches and swipes and is devoid of buttons. 

There are still questions hanging over the brand. Qoros says that it is aiming the cars at young people but has not discussed the price. It aims to make the Qoros the first Chinese car to receive a five-star safety score in the Euro NCAP crash tests. It has said nothing about engines or transmissions yet, which could be the cars' ultimate failing. Without modern, efficient powertrains, all the style in the world will not save them. 

The brand will launch its first car in China at the end of 2013 and launch in Europe in early 2014. 

Qoros is a joint venture between Chinese auto company CheryCheryChina, 1997 > present7 models
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and international holding company Israel Corporation. Its cars will be built at a new Chinese factory with initial production of 150,000 cars a year but will grow to 450,000. Its deputy chairman is Volker Steinwascher who has experience at Magna Steyr, Continental and Bosch.