What brand is Qoros?
2 Answers
QOROS, also known as Guanzhi Auto, is a Chinese independent automotive brand established in 2007 in Jiangsu Province. Qoros adopts a model of foreign design and domestic production, with design and R&D centers set up in Munich, Germany, and Shanghai, while mass production takes place at its manufacturing plant in Changshu, Jiangsu. The aim is to create an independent automotive brand with international standards. LOGO Interpretation: Most European car logos are circular, while Asian car logos are variations of the circle. Qoros breaks the norm with its unique square LOGO design, aligning with the distinctive character of Qoros Automotive Company. Brand Positioning: "Guanzhi" translates to "QOROS," and the brand is positioned as a "high-quality" passenger vehicle. The brand's design centers around "consumer needs," striving to provide urban consumers with a delightful experience that goes beyond the joy of driving.
I looked into the background of Qoros and found it to be quite an interesting Chinese brand. I remember it was established in 2007 as a joint venture between Chery Automobile and Israel's Kenon Holdings, targeting the mid-to-high-end passenger car market. Back then, they had big ambitions to break into the European market. For example, when they launched the Qoros 3 SUV, they emphasized safety and design, with a very European-style appearance. However, as competition intensified and brands like Geely and Great Wall rose to prominence, Qoros struggled to keep up. In 2018, it faced major financial issues and was acquired and restructured by Baoneng Group in 2020. Nowadays, it's not very active. Still, historically speaking, Qoros represents a phase in Chinese automakers' attempts at internationalization, which is worth discussing.
