It’s the world’s biggest car market, yet, when it comes to fully-assembled automotive exports, China is little more than a minor player. But a new and unusual consortium pairing one of the Asian nation’s more ambitious domestic makers with an Israeli billionaire hopes to convince buyers around the world that Chinese cars don’t have to be cheap, shoddy and unsafe.
The product of a 50/50 joint venture between Chery Automobile and Idan Ofer’s Israel Corp., Shanghai-based Qoros Auto Co., Ltd. Made a splashy debut at this month’s Geneva Motor Show with a trio of concept vehicles it has spent the last five years pulling together.
While Chery is one of China’s largest homegrown brands, the partners decided to reach outside for help in crafting a product line-up that could compete on a global scale. That was a costly but potentially significant decision considering that the current crop of domestic Chinese products don’t stack up well against the offerings of the established automotive order, whether from Honda, Hyundai, Chevrolet or Volkswagen.