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Legend of the picture Qoros plans to unveil a new model every six months.
A car manufacturer that never saw the light of day was born in the motor show in Geneva.
With a production model and two concepts for future cars on display, Qoros hit the ground running, preparing to expand before they have sold a single car.
Launch of the new brand in Geneva during the annual event of the most important industry in Europe, is at the heart of corporate strategy.
But not for the obvious reasons, such as wanting to win more European customers.
Instead, a kind of convoluted logic, the roundabout is at stake here.
Our main focus is the Chinese market, said the head of the company's sales, marketing and product strategy, Italian Stefano Villanti.
But Chinese consumers like buying European products.
Qoros cars bearing the badge - Even the badge itself - were designed by Gerd Volker Hildebrand.
Legend of the picture Stefano Villanti describes Qoros cars than European products.
In terms of style of car, it is a rock star, according to Just-Auto Mark Bursa, which describes the Mini design M. Hildebrand as one of the most successful of recent times.
M. Hildebrand is part of a European team of auto executives and experts with extensive experience in consumer brands, including Volker Steinwascher, who was formerly in charge of Volkswagen in North America and is now the Vice President Qoros.
Between them, the company's engineers and designers have developed the Qoros 3, their product launch at the Geneva show, which goes on sale later this year in the market segment where the Volkswagen Golf is the leader .
And it n not stop there there are also two concept cars offer a vision of what will come next, as Qoros is preparing to launch a new car every six months for the foreseeable future.
The cars will be based on a modular platform that makes it relatively easy for the automaker to vary its model offering, and they all come with a wide range of standard luxury features - including an infotainment system developed internally.
They are all European products, said Villanti The company has European management and European engineers.
Creating a new brand without obvious sinity circumvents the problem of perception that Chinese brands are trademarks cheap Mark Bursa, Just-Auto.
So is a European carmaker Qoros The answer is unclear.
The company is jointly owned by industrialist investor Israel Corporation and Chinese automaker Chery Automobile, the COO is president Qoros.
And cars will be in Changshu in China, a new plant initially will have sufficient capacity to produce 150,000 cars per year, with the possibility of expanding to 250,000 and expand the building to increase capacity to 450,000.
In other words, there are no plans to produce cars in Europe.
Neither company would offer vehicles from driving on the right for the UK market, at least not yet, and he does not plan to make cars with diesel engines.
China doesn t like diesel, said M. Volker while Mr. Villanti recognizes that without diesel market in Europe is very low.
European sales are expected to represent about 10 production, he predicted.
The weak European sales volumes are not considered a problem, however, as Qoros aims to establish itself well above budget brands are currently selling well in Europe 3 Qoros austerity hit will cost between 16,000 euros 20.881; 13,826 and 20,000 euros.
Legend of Qoros image is a Sino-Israeli joint venture.
We are not on the same page as the cheapest brands, said M. Volker.
At some point, the company even considered the acquisition of a so-called mark European Heritage used on cars that have long since disappeared from the market.
But they decided against it as, in the words of M. Villanti, it doesn t sense to develop a car for modern consumers, metropolitan with a mark of WWI
Creating a new brand without obvious sinity circumvents the problem of perception that Chinese brands are cheap brands, said Bursa.
But if this is enough to convince Chinese car buyers who Qoros is actually European remains to be seen.
You can follow the coverage Jorn Madslien the Geneva Auto Show on Twitter jornmadslien.
Geneva Motor Show New car brand unveiled BBC News, geneva motor show mark.
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