Qoros Auto Company New Auto Brand

Developing the customer experience for a completely new auto brand in China.

Qoros Auto Company New Auto Brand Image

Qoros partnered with Engine Service Design to develop a technology-driven service proposition for enhancing sales and after-sales experiences, integrating digital solutions across various platforms.

The Challenge

Qoros enlisted Engine Service Design to develop a unique service proposition leveraging technology, particularly interactive media, to enhance sales and aftersales experiences. Our design informed the integration of digital experiences across in-car, in-dealership, and online platforms while transforming the traditional staffing model.

Our project involved research in the Chinese market to understand cultural nuances, allowing for innovative cross-industry inspiration, ultimately delivering a Retail Philosophy, Principles, and a Target Customer Experience aligned with Qoros' brand values. 

We created digital prototypes, visualisations, and environmental prototypes to guide the implementation and testing of the solutions.

The Outcome

Following our involvement, Qoros debuted at the Geneva Motor Show, with their domestic release at the Shanghai Motor Show a month later. 

The brand launched with propositions driven by the latest digital technologies that enable one-touch access to information and full-service integration with back-end systems. A retail philosophy and customer journeys ensured touchpoints combined to form a unified Qoros experience for sales and after-sales services.

By the end of the year, they had proudly launched their first flagship dealership in Shanghai and rolled out a further 44 dealerships across China.

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