Geneva brand digest #4: Qoros Hatch – the most significant car at the show

One final brand thought on Geneva: what was the most significant car at the show? Renault’s re-born and RWD Twingo? Mercedes’ high-tech C-Class? Citroen’s unique C4 Cactus? BMW’s first FWD car and MPV, the Active Tourer? VW’s e-Golf? Peugeot’s newly crowned Car of  the Year, the 308?

qoros-3-hatch-Geneva-2014-03No – none of those. But, like the Golf and the 308, it was a humble compact family car. The most significant new car at Geneva, from a brand perspective, was the Qoros 3 Hatch. Why? Because it begins to move China on from being the car market which drives the global industry to being a marketer of cars we’d actually drive.

Qoros, a curious-sounding JV between China’s state-owned Chery and the Israel Corporation holding company, was launched publicly at Geneva 2013, showing its production-ready Sedan and ‘concept’ Hatch and Estate versions. Quality was extremely good, styling conservative.

qoros-3-hatch-foto_5Yet this is good design – form has met the function of expressing solidity, integrity, an engineered product. It reassures. The cars have shoulders, a stocky stance. There are no design gimmicks. They look substantial, not Chinese: from a nation which until recently produced blatant copies and cheap crash-test-failing boxes with bizarre names, this is a very necessary brand message. The products say “VW”, not “Great Wall, “Gleagle”, “Roewe” or “King Long”.

IMG_0502And now that suggestion of substance has been made real. Sitting unheralded behind the production-ready Hatch on the Geneva stand was a semi-naked Sedan showing its crash structures. The car not only got a five-star rating in the Euro NCAP crash-test, but achieved the best score of any car in 2013. That takes a clear vision, commitment and investment.

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