Qoros hinting at revitalizing image in Chinese market

Qoros is planning to renew its image and reposition itself in the Chinese market, according to a source close to the young automaker.

The joint venture between China's Chery Automobile and Israel Corp will release the strategy for its new branding and core values in August, the source said, without offering further details.

Analysts speculate that the new strategy will be designed to create a better public image both physically and mentally as it has long been accused of distancing itself, unwittingly or not, from potential car buyers.