How Qoros Uses Specialty Coffee to Boost Its Car Brand

When your car brand is bleeding cash, selling vehicles isn’t the only challenge—you also have to make people care. For Qoros, a Chinese auto startup that lost nearly $350 million in 2014 alone, the mission isn’t just to sell cars, but to get people talking. That’s why its executives are now turning to an unlikely tool: coffee.

The short answer? Qoros plans to open lifestyle coffee shops in major cities like Beijing and Shanghai, not to sell beans but to create ‘shared spaces’ where potential customers can experience the brand informally. These Qoros Cafés, modeled as car-culture-themed coffee spots, aim to build familiarity and trust—without a hard sell.

Why a Car Brand Is Betting on Coffee Shops

"Coffee shops are really about creating a ‘shared space’,” said Sun Xiaodong, Qoros’s head of marketing, while sipping coffee by Suzhou’s Jinji Lake in May 2015. Though originally conceived as an alternative to traditional auto showrooms, the plan isn’t to push cars directly inside these cafés. Instead, Qoros wants to embed its brand into everyday moments—like a casual coffee break.

The idea is to make the Qoros brand feel approachable. “We want people to absorb the Qoros identity while sipping coffee, without realizing they’re in a car marketing space,” Sun explained. The cafés won’t scream ‘car dealership.’ They’ll feel more like curated cultural hubs—where wine tastings, teapot discussions, and other social events draw in the target demographic.

Financials That Forced a Creative Turn

Qoros is still in its expensive early phase. According to its 2014 financial report, the company posted a net loss of $350 million—up 37% from $255 million in 2013. That translated to a RMB 2.2 billion net loss and RMB 4.1 billion in net current liabilities by year-end. With visibility low and dealer networks sparse, the team needed a fresh way in.

“We have to grow month by month,” Sun said. “But right now, we suffer from low recognition, weak brand power, and too few retail points.” Enter the coffee plan—a softer, lifestyle-oriented route to engagement.

What Are Qoros Cafés Really Like?

Qoros Cafés won’t all be company-owned. Some will be partnerships. The brand envisions regular social programming: wine educators, craft talks, even meetups for enthusiasts. All designed to reflect the lifestyle of its prospective buyers. “We’re not building cafés to sell cars. We’re building a lifestyle that appeals to the kind of people who might buy our cars,” Sun noted.

The first locations will target Tier-1 cities: Beijing, Shanghai, Guangzhou, and Shenzhen. Why there? “Shanghai’s IFc mall gets more foot traffic than Plaza 66 because it has more restaurants. People use dining time to shop. Same idea,” he added. The cost? Comparable to a highway billboard—but with better consumer engagement, tapping into those idle minutes between sips.

The Product Quality Dilemma

Here’s the twist: Qoros already has award-winning cars. The Qoros 3 earned a 60.5-point C-NCAP safety rating—the highest ever—and a European Red Dot Design Award. Yet sales remain sluggish. Why? “The brand feels distant. Too mysterious,” Sun admitted. “We need to come down from the pedestal.”

In April 2015, Qoros launched its WeChat channel, QorosCafe, pushing content with humor and heart—covering everything from Mother’s Day to crash-test results. It’s part of a broader shift: getting human, getting relatable.

The Dealer Network Challenge

Coffee is only one piece. The bigger push involves energizing Qoros’s existing dealer base. With 70-plus stores currently open, Sun highlights the need to reward top performers. “We have a dealer in Shanghai already selling over 100 units a month. We’re going to celebrate that,” he said, recalling how recognition worked at his previous roles at Shanghai General Motors. Back then, top-selling Chevrolet and Buick dealers got public kudos—and others quickly followed suit.

Qoros’s initial dealer criteria were high, meaning the existing network is fundamentally strong. But selling a new brand requires new habits. Some stores, like Shanghai’s Guanshan location, have cycled through multiple sales teams to find the right fit. Still, Sun insists discounting isn’t the answer. “Our pricing is higher than local brands, but the value is there. People just don’t see it yet.”

Frequently Asked Questions

What is Qoros trying to achieve with its coffee shops?

Qoros is opening lifestyle coffee shops, called Qoros Cafés, in major cities to create informal, culturally rich spaces where potential customers can engage with the brand without the pressure of a showroom. The goal is brand familiarity, not direct car sales.

How much money did Qoros lose in 2014?

Qoros reported a net loss of $350 million in 2014, a 37% increase from the $255 million loss in 2013, with nearly RMB 2.2 billion in net losses and RMB 4.1 billion in net current liabilities by year-end.

Are the Qoros Cafés only company-owned?

No, Qoros plans to open both company-operated and partner-run cafés. The brand envisions a mix of owned and collaborative spaces to host events and build community.

What kinds of events will Qoros Cafés host?

Qoros Cafés will organize social events such as wine culture talks, teapot discussions, and other lifestyle activities aimed at attracting the brand’s target demographic in a relaxed, non-sales environment.

Why is Qoros focusing on Tier-1 cities first?

Tier-1 cities like Beijing, Shanghai, Guangzhou, and Shenzhen offer high foot traffic and consumer engagement opportunities, similar to busy food courts in malls, making them ideal for brand exposure through casual visits.

Will Qoros lower its car prices to boost sales?

No, Qoros does not plan to reduce prices. The company believes its vehicles are already competitively valued compared to their features, and the focus is on improving brand perception instead.

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