"Though our network building is a bit slower than expected, our sales per dealership is similar to those of

Qoros 3 Hatch, eBIQE Concept debut China

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established international brands in the first year," said Guo.

As for online sales, Villanti insisted that it is impossible to succeed on the Internet if there are not enough mortar-and-brick shops. With the launch of the hatchback, Qoros has started a new brand building campaign.

Customer experience is at the core as the goal is to increase consumer awareness to the level of major international brands, said Villanti.

Some 30 courses are offered at its Pudong training academy in Shanghai, teaching salesmen and dealership representatives how to better understand and meet customer needs, he said.

Dealerships are organizing about 50 events weekly to help potential customers understand the brand.

"Whether people have test driven our cars will affect their attitude, and the attitude of one who drove it for 20 minutes will be different from one who has driven it for two days," said Guo.

Qoros plans to further enrich its lineup of models, with a crossover and a SUV now in the pipeline. Guo said the automaker will also roll out hybrids and electric models "at the appropriate time".

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