Qoros Sales Data & Trends for the European Automotive Market
Qoros is a Chinese-Israeli brand with headquarters in Shanghai, China and a production facility in Changshu, China. Qoros was not the first Chinese brand trying to crack the European car market, as Brilliance, Landwind and Great Wall have made similar attempts with mixed results, but Qoros was the most serious about its ambitions. One of the differences that sets the brand apart from other Chinese car brands is that its development has taken place under supervision of experienced European designers and engineers, in order to ensure a high level of quality and safety, and to give the Qoros 3 sedan some European style and make it look more familiar to European customers than a car that’s been designed for the Chinese market first.
With the debacle of Brilliance in mind, the brand’s focus on safety has paid off with the 3 sedan being the first-ever Chinese car to achieve the highest possible five-star safety rating in the Euro NCAP crash test in 2013.
Qoros used Slovakia as a test market to gain operational experience with selling cars in Europe, and sales officially started in 2014 from a single dealership in Bratislava. The brand claimed the first few years would be focused less on achieving breakthrough sales volume than on testing the waters on distribution, customer relations, training and IT, before Qoros was to be rolled out to other markets as soon as the brand would feel ready itself, and the market ready for it.
Sales started with a well-equipped version of the 3 sedan with a 1.6-litre turbocharged engine and a six-speed DCT automatic transmission. In 2014, 51 units were delivered to customers. However, due to lackluster sales in its home market China, the brand pulled out of Slovakia – and therefore Europe – in 2015 to first concentrate on establishing a foothold (and profitability) at home. The problem is: it’s priced too high to compete with budget domestic rivals, and too unknown to compete against import brands with great brand recognition.
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