BBH China will handle the integrated strategic and creative work for the brand’s pre-launch and official launch into both the Chinese and Western European markets. Qoros targets discerning, young and metropolitan customers as its main audience.
Qoros, a 50/50 joint venture between Chery Automobile and Israel Corporation, will unveil its first sedan, the GQ3, at the Geneva Motor Show in March, followed by a mid-2013 launch in China.
Further models—the Cross Hybrid and Estate concept cars—will be released at approximately six-month intervals, according to Stefano Villanti, head of sales, marketing and product strategy at Qoros.
Arto Hampartsoumian, CEO of BBH China, said that a big part of BBH's passion has been about bringing Chinese brands to the rest of the world.
Qoros has also appointed a media agency but has not revealed which, though BBH China is meant to be leading all other agency partners involved in Qoros' global business.