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Chery launches Qoros brand with plan for first sedan in 2013

SHANGHAI – China’s independent carmaker Chery and Israel Corp. officially launched their new joint brand Qoros in Shanghai on November 28 and the first product is expected to come out in 2013.

The 50:50 joint venture Qoros Automotive Co. intends to be one of the first Chinese carmakers to meet stringent 2013 Euro auto safety standards.

Qoros plans to introduce its first model, a compact sedan, both in Chinese and European markets in 2013, said Qoros chairman and CEO Guo Qian. After that Qoros will introduce a hatchback. A SUV and an electric vehicle are also planned.

“Qoros is committed to achieving international recognition, bringing enjoyment to drivers through quality products, elegant design solutions and personalized services,” said Guo at the launching ceremony.

The new brand has an edge over other counterparts: Qoros has assembled a wealth of international talent who can leverage their global auto industry experience to create an entirely new brand and offer original products, said Qoros vice chairman Volker Steinwascher who used to be head of Volkswagen’s North America region.

The company’s plant in Changshu of Jiangsu Province also broke ground the next day after the brand launching. It is scheduled to be finished at the end of 2012 and its annual capacity is planned at 150,000 units.

The location choice in Changshu, according to Guo Qian, has several advantages. Changshu is the geometrical center of China’s logistics and its surrounding areas have better supporting industry suppliers and talents.

The joint brand was originally registered in 2007 under the name Chery Quantum. The new name Qoros is a “new word meant to represent a company that stands for quality and works together like a chorus,” according to a company statement.

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