The Qoros Logo Looks Like A Thought Bubble

I don’t know if this is a good thing or a bad thing. At this point it’s just a thing.

But it’s a thing that’s hitting me every time I see it – the Qoros logo looks like a thought bubble. Actually, it’s more like a quote from a science-fiction comic book.

Qoros is a Chinese car company launching specifically with an eye outside Chinese markets. Qoros’ parent company is Chery, a company that makes cars for China as well as selling in a few markets overseas. Qoros is significant in terms of Chinese-owned car companies because while they’ll also sell in China, it’s the first Chinese car company I’ve noticed being launched specifically with Western markets as their focus.

The Qoros name should be familiar to regular readers here because I’ve mentioned it several times before. A few weeks ago on February 5, I mentioned the fact that Qoros will quite possibly be the first car company to launch a vehicle using eAAM’s electric drive system, the one that Saab was supposed to use in the Phoenix-based 9-3 replacement. RedJ has done a nice article on that on SaabsUnited today. Qoros’ press release for Geneva doesn’t use the name eAAM anywhere, however the system described follows the same principles and Qoros representatives mentioned to members of the English press that it was the same system at a recent media event.

The vehicle linked to the eAAM system is the Qoros 3 Cross Hybrid Concept (see photo in gallery, below). For Geneva, it’s a concept car only. There’s no launch date mentioned but Qoros do hope to launch a new vehicle every six months after the basic Qoros 3 Sedan launch later this year.

(As an aside…….. Qoros’ possible use of eAAM’s technology makes their cars very interesting. It’s potentially a genuine innovation worthy of piquing the interest of a Saab fan. Whether Qoros can become a new Saab is a question worth some consideration, but it’s going to take a lot more than just some fancy partial electric drive system to do that. It’s a foot in the door, nonetheless.)

QorosThe other reason I’ve mentioned Qoros a few times is because there are quite a few former Saab people working in Qoros’ PR department.

Who knows? There might be Saab people in other parts of Qoros, too.

Given that I’m connected with a few people from Qoros on Facebook, I see Qoros press releases when they come out and I get to see their vehicles, and the Qoros badge, several times a week. The thought bubble thing has nagged at me since I first saw it, hence this post today.

That it’s memorable and modern is a good thing. Hyundai’s stylised ‘H’ logo drives me bonkers. But does the talking Q potentially trivialise what’s supposed to be a serious tilt at the European market? Can they capitalise on this to benefit the company? Maybe I’m just trivialising it because it sticks in my brain and I’m a trivial bastard sometimes?

I think they can us it for good, however. As always, it’ll depend on the product. If they can prove to be an innovative company and introduce other technologies that make owning their cars a better experience, the unstated implication of a thinking/talking about it could well be a good thing.

At the moment, it remains purely as just a thing. We’ll have to wait and see if Qoros can make it a thing worth talking about.


Below….. the Qoros 3 Sedan (prduction car for launch late in 2013), the Qoros 3 Cross Hybrid Concept and the Qoros 3 Estate Concept.

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  1. I’m eating toast at the moment… The logo at the top looks a toaster in a thought bubble-shaped docking station (If you can imagine putting your toaster in the grille of your car to bring it along…). An elegant toaster though.

    I’ll want to see what this company comes up with, not least in interiors. And eAAM would make it red-hot.

  2. Qoros Executive Director of Vehicle Integration is Roger Malkusson which used to have the same title at Saab Automobile… I’m also pretty sure I read somewhere that he’s got company from another twenty or so Saab people, some of them engineers e.g. from the vehicle safety department.

  3. “We’re Chinese but hope you don’t notice.”

    “Hope the Israeli thing throws you off the scent.”

    “They’re not bad, really.”

    “Wish we were still at Saab, but this’ll do.”

  4. I wonder if the logotype also function as a hood opener. Anyway, looks OK to me. Not convoluted like others, but rather just something that is both the letter of the brand abd a simple symbol.