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Copyright Reuters caption image based Shanghai Qoros used the Geneva Motor Show as a launchpad.
The Geneva Motor Show is, in theory, focused on the European market but listen to gossip in the halls and on the stands and much concerns a market far from Switzerland - China.
There is a good reason for that China has a large population, a class increasingly amid new rich and a huge appetite for established brands and luxury engineering.
Unlike in Europe and North American markets, it is not saturated, and there is a huge potential for growth naturally, established automakers are vying for a slice of the cake.
But Chinese manufacturers are also trying to get their own share Some have tried to do this by buying established brands, for both the know-how of engineering and brand value that goes with them.
One company which was taken is Volvo.
Image copyright Reuters Legend of the picture Volvo unveiled its futuristic concept Estate in Geneva.
There are four, he was bought by the Chinese manufacturer Geely, after a long period during which he struggled under the ownership of US giant Ford.
You can t just reinventing the brand in China and offer something new Hakan Samuelsson, CEO of Volvo.
Since then, according to CEO Hakan Samuelsson, his fortunes have changed dramatically.
Number one, they offered stability is never good for a company to be constantly in the papers, speculation about who you are buying or otherwise.
Now we have stable property and we focus on our investment program, construction of the new Volvo.
But the new Volvo is a very different beast from the former First, it must sell cars in China, and that means adapting to the demands of a very different set of consumers.
You can not just reinvent the brand in China and offer something new - you would not be genuine, says Samuelsson.
Image copyright AFP Image Caption Hakan Samuelsson admits catering for the Chinese consumer has been a challenge.
We will provide exactly what customers expect from us, such as the security of world leaders, world leader in environmental performance - but we will make the brand a little more exciting, especially for younger buyers.
There have been reports of a good amount of tension between the Volvo Scandinavian management and their Chinese bosses on how far Volvo should go to meet the needs of Chinese customers.
Volvo has always been associated with Scandinavian luxury rather quiet while newly rich Chinese buyers prefer more ostentatious quality A little bling, in other words.
According to M. Samuelsson, these reports are false, but he admits that there has been a culture shock element in adapting to the Chinese market.
China is the largest market for everyone, including us - there's no doubt Volker Steinwascher, Qoros CEO.
Of course, in China there is much demand for large executive sedans, which must have a very different feel and look to a Scandinavian family car, he said.
If you want to be competitive with a large sedan in China, you must design for the owners of the rear seats - the owner doesn t drive the car, he sits in the back, and you must give it the luxury that awaits.
With all the hype surrounding the Chinese market, and the efforts of Western manufacturers have to win one hand, it comes as a surprise to find a Chinese company does exactly the opposite.
Yet that is exactly what Qoros based in Shanghai is the company, which is owned jointly by Chery Automobile and Israel Corporation, pushes hard for a share of sales in Europe.
In 2013, it launched its first model, the Qoros 3 in Geneva this year, it brought a new hatchback version.
Copyright AP Image Image Caption The Qoros 3 hatchback is monitoring the living Qoros 3.
On the face of it, the Qoros 3 doesn t look particularly special is a smartly turned-out, mid-size family car It certainly wouldn t stand on European roads, but would it look its place.
It says Qoros s vice president and general manager Volker Steinwascher, is precisely the point.
The real target for his company, he said, is the Chinese market, but in order to get a slice of domestic sales, it must show it can cut alongside established international players.
China is the largest market for everyone, including us - there's no question about it, he said.
But the Chinese automotive industry, if you will t international joint ventures, has a very bad reputation, especially on security.
Thus, in order to differentiate ourselves from domestic manufacturers, I think we need to prove that we are a company that can build cars with international standards.
One of the company's priorities, he said, was to get a five star rating for Qoros 3 in the safety tests Euro NCAP supported by the EU.
Actual sales in Europe, it seems, are not so important.
Of course, the European market is not particularly attractive, especially now he admits.
But there is a market, and I think it makes sense for us to go to be considered as an international company.
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