FOTON(SH:600166) 3 6 Ke·2026-01-10 07:18Core Viewpoint - The article discusses the rise and fall of the Chinese automotive brand Qoros, highlighting its initial success and subsequent bankruptcy, while contrasting it with the current success of domestic new energy vehicle brands at events like CES [1][3][5]. Group 1: Qoros' Rise - Qoros was the first Chinese brand to gain international recognition, breaking the stereotype that Chinese cars could not be of high quality, and was celebrated for its safety features [5][16]. - The brand was established through a joint venture between Chery and an Israeli group, aiming to produce high-end vehicles that could compete with German brands [10][12]. - Qoros' first model, the Qoros 3, received accolades for its design and safety, winning the Red Dot Design Award and achieving high scores in EuroNCAP safety tests [14][16]. Group 2: Qoros' Decline - Despite initial success in Europe, Qoros struggled in the Chinese market due to misaligned pricing and branding strategies, leading to poor sales performance [17][19]. - The brand's attempts to distance itself from Chery and establish itself as an international brand alienated potential customers and hindered its market penetration [21][23]. - Qoros faced significant financial losses, with cumulative losses exceeding 6 billion yuan over three years, leading to its eventual abandonment by Chery [23][24]. Group 3: Attempts at Revival - After being acquired by Baoneng, Qoros attempted to reposition itself as a competitor in the electric vehicle market but failed to capitalize on the growing demand for new energy vehicles [30][32]. - The brand's revival efforts were marred by poor management decisions and a lack of understanding of the Chinese market, resulting in minimal sales and operational challenges [33][40]. - Qoros' experience serves as a cautionary tale for new automotive brands, emphasizing the importance of market alignment and effective branding strategies [42][44].