August 19, 2015 - At a special Open Day in its Changshu Plant, Qoros announced its so-called ‘Declaration of Independence’, outlining the new independent strategic direction of the company, the brand and its products. Qoros CEO Phil Murtaugh and EVP of Sales & Marketing Xiadong Sun not only addressed Qoros employees, business partners, media and dealers, but also customers during this full day event. The symbolic ‘Declaration of Independence’ clarifies the new direction for Qoros and lays a solid foundation for the development of Qoros both as a company and as a brand.
The China auto market is highly competitive and has become the largest market in the world, with 98 auto brands and over 1,000 products. Qoros is convinced the world doesn’t need just another car but it does need one expressing and honoring individuality and independency. This is especially relevant to consumers born in the eighties and nineties.
From day one, Qoros was recognized for its innovation and ability to think independently. Qoros dares to be different and as it matures, aims to become one of the markets most distinctive Chinese brands. The Qoros ‘spirit of independence’ is reflected in its unique business model, its independent operation system, a professional global team of specialists and an internationally recognized Quality and Safety standard that is on par with the world’s best automotive brands.
As a result of its independent mindset Qoros has identified an effective way of unifying its own development model, brand positioning, product R&D, target customers and outlined a strategy for the next five years:
Qoros CEO Phil Murtaugh explains: “Qoros is a unique automotive company full of innovation and vitality. This is a brand that exists for independent, passionate automotive fans. It is vital to stay focused and dedicate resources to those elements that define the brand and together with the best customer experience and distribution channel are most relevant to our customers.”
These elements are:
Through a customer survey conducted in over 10 cities, Qoros has filtered and categorized the most recognizable and valuable characteristics of the target consumer group, the so-called modern explorers; expressing independence, evolving ahead of the crowd and gaining recognition.
A new slogan was developed to capture the true values of the brand and the consumer; “ACT BASED ON YOUR OWN POINT OF VIEW”, which expresses the spirit of independence and a drive to be different.
Qoros will add 4 all new entry-level models to its line-up:
With the launch of new models, Qoros strengthens its position in the highly competitive A-segment providing appealing entry-level choices for consumers who desire high quality products with distinctive characteristics.
A full package of features will be offered for entry-level manual transmission models, including:
A variety features will be offered for entry-level automatic transmission models. Standard features will include:
For Qoros a car is not just a tool for transportation but a digital partner and best friend associated with every aspect of our life.
Qoros thinks that Qoros customers are the closest partners of the brand and their voice on Qoros development matters. It has become an increasingly important area for Qoros to improve CRM (Customer Relationship Management), making every customer a dedicated and loyal fan and magnify the word-of-mouth marketing effects, a typical example of the daring and innovative spirit of Qoros.
Qoros favors a user-friendly CRM system that allows for customer-driven innovation and multi-channel integration
Through integration and connection of these complex systems, Qoros aims to realize easier and more direct ways of communication and create a solid foundation for fans to promote the company, brand and product.
In order to bring more vitality to the traditional sales and distribution channels, Qoros developed a new advanced e-commerce platform, which has several advantages:
These initiatives showcase Qoros’ ambition to offer a customer experience that challenges conventional boundaries. It allows consumers to actively participate in the communication process and thereby become an integral part of the Qoros business, which will be beneficial to all key stakeholders.