Executives and management of Qoros pose for a picture at the ongoing Shanghai auto show. [Photo / China Daily]

What made the iPhone so successful could also work in the auto industry, says Volker Steinwascher, vice-chairman of Qoros, the latest contender in the crowded market.

The new brand will distinguish itself with appealing designs and convenient infotainment systems, Steinwascher told China Daily in an interview at the ongoing Shanghai auto show.

"What makes the iPhone so successful? Two reasons: It looks nice and is easy to use," he said, adding that Qoros has similar ideas.

Established in 2007, Qoros Auto Co Ltd is a joint venture between China's leading domestic carmaker Chery Automobile Co and the Israel Group. The company had loaded up on talent from industry leaders like Volkswagen, BMW, General Motors and Ferrari as it aims to do something different.

Its first production car - the Qoros 3 sedan - just made its debut at the Geneva auto show before arriving at the Shanghai exhibition.

Despite its birthplace in China, many industry watchers find it features an international design inferior to none of the products from Western brands.

The Qoros 3 will have a price range of between 130,000 and 180,000 yuan, which is a "great value for money" considering the quality and equipment it offers to customers, Steinwascher said.

One of the car's biggest attractions is its infotainment system, he said.

Qoros is among the few car manufacturers in the world to have touch screens for in-car infotainment systems. It has created a clean, user-friendly way to use the system.