Given the parlous state of the European car market, this would not seem a sensible moment to launch a new car brand. Yet, Qoros, a Chinese-Israeli joint venture, did exactly that at the Geneva motor show last week.
Qoros’ primary target market is China. But more than 10 per cent of an annual volume of 150,000 cars that are set to roll off its production line in Changshu, China later this year are set to be exported to Europe.
This explains the stream of curious executives from rivals including Volkswagen, Toyota and Renault who came to the Qoros stand in Geneva to size up the young pretender and its first model, a sedan.
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