Exclusive to Left-Lane.com, I can now publish official European sales figures of Chinese-Israeli brand Qoros, which started sales in 2014 in its test market Slovakia with the compact Qoros 3 sedan. With just a single dealership in Bratislava, the brand has sold 51 units in its first year of sales. This may sound very modest, and indeed it is, but Qoros doesn’t consider sales volume a priority for at least a few more years, as the brand first wants to learn to understand the European market and gain experience in selling cars here. Considering the mixed fortunes of previous attempts by Chinese brands to crack the continent (remember the Euro-NCAP failure of Brilliance? Or have you ever heard of Landwind?), that sounds like a wise and well-thought-out strategy.
But while other Chinese brands may have been too ambitious, Qoros risks being too modest with their targets. 51 units still leave them a long way from cracking the European car market and also from their long-term target of achieving 10% of its worldwide sales in Europe. [Read more…]