Bartle Bogle Hegarty China (BBH China) will take over the strategic and creative work for Qoros’s pre-launch and launch into the Chinese and Western European markets.
As a joint venture between Chery Automobile – the mainland’s biggest independent car manufacturer – and global industrial holding company Israel Corporation, Qoros picked the agency after a two-month-long pitching process.
The decision was made based on BBH China’s excellence in bringing brands out to the world, said Stefano Villanti, Qoros’s head of sales, marketing and product strategy.
“We are very excited to be launching the Qoros brand alongside our creative partner, BBH China. We are confident they will help us succeed in our ambition to become a world renowned automobile company.”
Arto Hampartsoumian, CEO of BBH China, added the agency is excited to work on a brand like Qoros that is "destined to make its mark on the global scene".
Qoros’s first sedan will be unveiled in 2013 followed by subsequent models in six-month intervals.