Qoros aims to match iPhone appeal

"Simple gestures - you don't need to know anything. You can start and you'll know what you do," Steinwascher said, sliding his fingers in the air. "You swipe this way you have car information, this way for navigation, this way for entertainment and this way for connections.

"This is something absolutely unique in the market. No body has it," he said, noting that the car's target customers are the "young, metropolitan, modern after-80s" in China.

The majority of them use smartphones and will like what the Qoros has, he said.

The car is set to hit the Chinese market at the end of this year followed by those in Eastern Europe, Steinwascher said.

It now has about 80 dealerships in China, mainly in central and eastern cities. The number will increase to about 100 by the time the first production car rolls off the line, he said.

The showrooms will also be different from other car brands, with new sales and service processes, he said. "It will be kind of an Apple shop where you can experience yourself."

According to the company's plan, new models will be introduced every 6 to 12 months. Following the Qoros 3 Sedan, there will also be a hatchback, a crossover, an SUV and a station wagon, all developed on the same platform. The SUV will also come with a hybrid version.

Qoros' plant in Changshu, Jiangsu province has a designed production capacity of 150,000 vehicles a year, which can be increased to 250,000 with more working shifts, Steinwascher said, adding that it will take some time to ramp up capacity.