{"id":1547,"date":"2015-06-09T14:02:30","date_gmt":"2015-06-09T12:02:30","guid":{"rendered":"https:\/\/blogautosphere.creatic-agency.fr\/leurope-boude-qoros\/"},"modified":"2022-11-22T11:16:17","modified_gmt":"2022-11-22T09:16:17","slug":"leurope-boude-qoros","status":"publish","type":"post","link":"https:\/\/www.autosphere.fr\/blog\/leurope-boude-qoros\/","title":{"rendered":"L\u2019Europe boude Qoros"},"content":{"rendered":"<div class=\"custom-post-container\">\n<p style=\"text-align: justify;\">Voil\u00e0 2 ans, le constructeur chinois Qoros d\u00e9barquait en Europe par la grande porte, celle du luxueux salon de Gen\u00e8ve. Ce n\u2019est pas pour autant que les Europ\u00e9ens se sont mis \u00e0 l\u2019automobile chinoise. D\u2019ailleurs, Qoros a d\u00e9cid\u00e9 de se concentrer sur la Chine.<\/p>\n<p style=\"text-align: justify;\">\u00catre un constructeur chinois d\u00e9sirant s\u2019implanter en Europe (qui plus est sur le premium) est un d\u00e9fi gigantesque ! Qoros l\u2019a appris \u00e0 ses d\u00e9pends. 2 ans apr\u00e8s son arriv\u00e9e chez nous, le constructeur sino-isra\u00e9lien a d\u00e9cid\u00e9 de se concentrer sur la Chine o\u00f9 il est \u00e9galement en grandes difficult\u00e9s avec une gamme \u00e9troite (3 mod\u00e8les et un renouvellement tardif). L\u2019annonce a \u00e9t\u00e9 faite \u00e0 la presse allemande par l\u2019interm\u00e9diaire du PDG de la marque, Phil Murtaugh : \u00ab<em> Nous devons nous concentrer sur notre march\u00e9 int\u00e9rieur. Les europ\u00e9ens n\u2019ach\u00e8teront pas ce qui ne se vend pas en Chine<\/em> \u00bb. L\u2019ancien de General Motors pr\u00e9cise n\u00e9anmoins que Qoros reviendra en Europe, un jour.<\/p>\n<h2>51 Qoros vendues en Europe l\u2019ann\u00e9e derni\u00e8re.<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/www.autosphere.fr\/blog\/wp-content\/uploads\/2022\/11\/b60adb91ba4b4a73a10162f9eb96e5a7.jpg\"><\/p>\n<p style=\"text-align: justify;\">En 2014, Qoros (n\u00e9 en 2007 par l\u2019union de Chery et du fond d\u2019investissement Israel Corp) n\u2019a vendu que 6 967 v\u00e9hicules (dans le monde) pour 8 557 produits, occasionnant une perte pour la seule ann\u00e9e 2014 de 305 millions d\u2019euros. Une s\u00e9rieuse d\u00e9convenue pour un constructeur dont l\u2019usine de Changshu a une capacit\u00e9 de production de 150 000 v\u00e9hicules par an ! \u00c0 l\u2019\u00e9chelle europ\u00e9enne, les chiffres de Qoros sont\u2026 g\u00eanants. 51 voitures vendues, dont 39 pour la seule Slovaquie, pays test puisque l\u2019usine Europe y est implant\u00e9e.<\/p>\n<h2>Et pourtant\u2026<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/www.autosphere.fr\/blog\/wp-content\/uploads\/2022\/11\/f75ad352784319d7576a3085a6a4e2e9.jpg\"><\/p>\n<p style=\"text-align: justify;\">Si l\u2019\u00e9chec de Qoros est indiscutable, l\u2019id\u00e9e de d\u00e9part est loin d\u2019\u00eatre idiote. La marque a voulu r\u00e9unir sous pavillon chinois des talents de l\u2019ing\u00e9nierie, du design, de la s\u00e9curit\u00e9&#8230; afin d\u2019\u00e9laborer un v\u00e9hicule r\u00e9pondant aux crit\u00e8res europ\u00e9ens afin de mieux le vendre en Chine et dans le monde. Dans l\u2019organigramme du constructeur on retrouve Gert Wolker Hildebrand (le p\u00e8re de la Mini fa\u00e7on BMW) \u00e0 la t\u00eate du design et Klaus Schmidt, un ing\u00e9nieur ch\u00e2ssis BMW. D\u2019autres comp\u00e9tences viennent de chez Mercedes, Volkswagen, Fiat ou Volvo. La plupart des \u00e9quipementiers sont eux-aussi connus du grand public : Bosch, Valeo, Continental, Microsoft, Dassault Syst\u00e8mes, TRW, Magna Steyr\u2026 La m\u00e9canique initial 1,6l atmosph\u00e9rique et turbo a \u00e9t\u00e9 d\u00e9velopp\u00e9e par l\u2019Autrichien AVL. Surtout, la Qoros 3 berline fut en 2013 la premi\u00e8re voiture chinoise \u00e0 remporter les 5 \u00e9toiles aux crash-tests Euro NCAP, le tout pour 16 000 euros !&nbsp;<\/p>\n<p><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/3I0mdGIQHG0\" frameborder=\"0\" allowfullscreen=\"\"><\/iframe><\/p>\n<p style=\"text-align: justify;\">\u00ab <em>Notre premi\u00e8re voiture n\u2019est pas un v\u00e9hicule low-cost\u2026 Sa qualit\u00e9 de construction et de s\u00e9curit\u00e9 est bien sup\u00e9rieure \u00e0 de nombreux autres v\u00e9hicules du march\u00e9. Le niveau de raffinement, d\u2019\u00e9quipements, d\u2019habitabilit\u00e9 et le design nous permettent de nous positionner sur le segment new premium avec des prestations sup\u00e9rieures au segment compact <\/em>\u00bb, insistait aupr\u00e8s de la presse europ\u00e9enne Stefano Villanti, le directeur du marketing, lors du salon de P\u00e9kin 2013.<\/p>\n<h2>Pourquoi \u00e7a n\u2019a pas march\u00e9 ?<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/www.autosphere.fr\/blog\/wp-content\/uploads\/2022\/11\/ee8d8036b73f0cb8b21d7c29242d8193.jpg\"><\/p>\n<p style=\"text-align: justify;\">Cela parait \u00e9vident que les Europ\u00e9ens ont un \u00e0 priori n\u00e9gatif \u00e0 l\u2019id\u00e9e d\u2019acheter une voiture chinoise, aussi int\u00e9ressante soit-elle. L\u2019incertitude de la qualit\u00e9 et de la s\u00e9curit\u00e9 s\u2019ajoutent \u00e0 un certain patriotisme europ\u00e9en. Mais ce n\u2019est pas tout ! Connaissez-vous Qoros comme marque ? En avez-vous entendu parler depuis 2013 ? Savez-vous ce qu\u2019il se passe dans votre navigateur si vous tapez <a href=\"http:\/\/qoros.fr\" style=\"background-color: initial;\">qoros.fr<\/a> ? Des \u00e9l\u00e9ments subjectifs auxquels s\u2019ajoutent d\u2019autres faits plus objectifs et qui trahissent aujourd\u2019hui toute la difficult\u00e9 d\u2019implantation chez nous pour un nouveau constructeur.&nbsp;<\/p>\n<p style=\"text-align: justify;\">Concernant Qoros, les normes standards de s\u00e9curit\u00e9 furent un probl\u00e8me (en partie r\u00e9solu) de m\u00eame que les exigences en mati\u00e8res d\u2019\u00e9missions et de d\u00e9pollution (notamment pour une motorisation diesel qui manquait). Apr\u00e8s cela, Qoros ne pouvait envisager gagner les coeurs sans un r\u00e9seau cons\u00e9quent de concessions ainsi qu\u2019une importante campagne de communication. Tout cela prend du temps et sera au coeur des pr\u00e9-occupations de Qoros si le constructeur d\u00e9cide de revenir en Europe. Avant cela, il faudra conqu\u00e9rir son march\u00e9 national. Pas une mince affaire face \u00e0 ses nombreux concurrents, notamment europ\u00e9ens.<\/p>\n<p style=\"text-align: justify;\">Avec&nbsp;<a href=\"http:\/\/www.ccfa.fr\/\" target=\"_blank\" rel=\"noopener\">CCFA<\/a> et&nbsp;<a href=\"http:\/\/www.autocar.co.uk\/car-news\/industry\/chinese-brands-not-ready-take-international-markets\" target=\"_blank\" rel=\"noopener\">Autocar.co.uk<\/a> <\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Voil\u00e0 2 ans, le constructeur chinois Qoros d\u00e9barquait en Europe par la grande porte, celle du luxueux salon de Gen\u00e8ve. Ce n\u2019est pas pour autant que les Europ\u00e9ens se sont mis \u00e0 l\u2019automobile chinoise. D\u2019ailleurs, Qoros a d\u00e9cid\u00e9 de se concentrer sur la Chine. \u00catre un constructeur chinois d\u00e9sirant s\u2019implanter en Europe (qui plus est [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"marque":[],"class_list":["post-1547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019Europe boude Qoros - Blog Autosphere<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.autosphere.fr\/blog\/leurope-boude-qoros\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019Europe boude Qoros - Blog Autosphere\" \/>\n<meta property=\"og:description\" content=\"Voil\u00e0 2 ans, le constructeur chinois Qoros d\u00e9barquait en Europe par la grande porte, celle du luxueux salon de Gen\u00e8ve. Ce n\u2019est pas pour autant que les Europ\u00e9ens se sont mis \u00e0 l\u2019automobile chinoise. D\u2019ailleurs, Qoros a d\u00e9cid\u00e9 de se concentrer sur la Chine. \u00catre un constructeur chinois d\u00e9sirant s\u2019implanter en Europe (qui plus est [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.autosphere.fr\/blog\/leurope-boude-qoros\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Autosphere\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/autosphere\" \/>\n<meta property=\"article:published_time\" content=\"2015-06-09T12:02:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-22T09:16:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.autosphere.fr\/blog\/wp-content\/uploads\/2022\/11\/881a7a5b93746a52076acd04c9bcb7e1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"210\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Florent CHEDOZEAU\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Florent CHEDOZEAU\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"L\u2019Europe boude Qoros - Blog Autosphere","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.autosphere.fr\/blog\/leurope-boude-qoros\/","og_locale":"fr_FR","og_type":"article","og_title":"L\u2019Europe boude Qoros - Blog Autosphere","og_description":"Voil\u00e0 2 ans, le constructeur chinois Qoros d\u00e9barquait en Europe par la grande porte, celle du luxueux salon de Gen\u00e8ve. 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