Do we remember qoros? The brand was featured on the blog several times in 2013. Former Saab employees, especially a former press officer, moved to China. An Israeli-Chinese consortium tried to build a new car brand with the help of deserving European veterans.
The first product, the Qoros 3, celebrated world premiere on the Geneva Motor Show. First of all, there was a lot of attention from the press and from the competition - and ambitious plans for the future. Then the Qoros 3 was also voted the best car ever tested in the EURO NCAP crash test. The Saab engineers had worked well, everything seemed to be on the right track.
But reality quickly caught up with the brand. A lot of things had been done right. The Qoros 3 was a good car. Maybe a little boring. Certainly in the wrong place at the wrong time. In China there was no desire for more compact sedans. No matter how many stars in the crash test, and completely irrelevant how European the design was. Qoros had (surprisingly) completely overslept the SUV trend and was only able to bring the Qoros 5 SUV onto the market late.
The sales figures have developed in the meantime manageable: (Source: Autogasgoo.com)
- 2014: 7.000
- 2015: 14.250
- 2016: 24.000
With these numbers of items, profitability was out of the question, and it is now clear that Qoros will not be able to survive on its own. The previous plans have disappeared in the drawer, now it's about survival. New partners and partnerships should secure the future. A low-cost brand from Qoros, based on a Chery platform, is in preparation. Most Swedes finished the Qoros adventure long ago. They are back in their homeland, most of them work at CEVT in Gothenburg.
And even if you bet on the SUV trend, the products are no longer a sure-fire success. The market in China is tough, which is also being felt by another new start. Borgward was only interesting to me because a former Saab designer brought his sketches there for a brief moment. His departure came quickly, and apart from the fact that some components on the BAIC shelf have a Saab origin, there are no longer any connections to Sweden.
Borgward relies on the SUV. And disappointed anyway.
Borgward is the Chinese reanimation of a legendary brand. Owned by Foton, the truck division of the state-owned BAIC, it no longer has anything to do with Germany and its origins. Nevertheless, one insists on the German heritage, which now and then has strange features. Up until a few days ago, a remarkable video was available on the official Borgward website.
Since the founding date of the Bremen company of 1929 on 1919 is brought forward. What would be halfway excused, if you want to celebrate in 2 years necessarily a significant birthday. And what is not bad, because there were also before the founding of the car builder companies with the Borgward addition in the name. It will be absolutely funny at the latest when a production is shown, where only and exclusively Europeans produce new Borgwards. What conclusions could one draw from this? Either the Chinese car industry has an extremely high proportion of European temporary workers, or it is supposed to play things that are not. The video has now been set to private mode and is no longer visible.
However, even in China, there does not seem to be any hope of reviving the Borgward brand. The sale of the BX7 SUV launched last year. Sales figures, with monthly 4-5.000 units, were more flop than respectable by Chinese standards. Since the beginning of the year, it is going steeply downhill.
Sales of BX7 in China, March to July 2017. (Source: ChinaAutoweb.com)
- 3 / 2017: 4.556
- 4 / 2017: 3.005
- 5 / 2017: 2.901
- 6 / 2017: 2.018
- 7 / 2017: 2.109
By way of comparison, the best-selling China SUV, Great Wall's Haval 6, found 2017 more than 37.000 buyers in July.
Two new brands. One from the retort, one brought out of Grandpa's moth box. Two attempts with big announcements, which were badly disappointed so far. Establishing a new car brand is difficult, as experience teaches. The time of the gold diggers is long gone in China. And who comes too late, the consequences.