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Qoros, a new automaker from China, is aiming to be the first Chinese car brand accepted on an international level. And it plans to do so by rethinking the traditional auto-marketing standard — speed and open roads — and creating a practical, more “social” vehicle suited to urban life.

Unlike other Chinese car companies, typically known for substandard, unsafe vehicles, Qoros is a venture between Israel’s richest man and state-owned Chinese automaker Chery Automobile. It employs European executives and designers who are veterans of companies like Volkswagen and BMW.

“We are a Chinese company in the sense that we are born in China, one of our parents is Chinese,” said Stefano Villanti, Qoros’ head of sales, marketing and product strategy, speaking from his office overlooking Shanghai’s Oriental Pearl Tower. “On the other hand, we make international-level product.”

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