Qoros made a loss of $95 million in the third quarter of 2014. [Photo provided to China Daily]

Murtaugh said Qoros is among the few qualified to compete with international brands in terms of design, manufacturing and quality. He said proof of this was the automaker's first model, the Qoros 3 sedan, which won a five-star rating in Euro-NCAP crash tests, the highest score of a Chinese car in its segment has achieved.

Qoros has suffered lackluster performance. It sold 5,928 cars in the first 11 months of 2014, a figure seen as disappointing in the world's largest auto market.

Murtaugh said he is well aware that the top priority is to improve Qoros' sales. Despite the challenges ahead, he said he is confident in the brand's future and added that the first step is to improve brand awareness and further consolidate the company.

Despite Murtaugh's enthusiasm, some analysts argued that appointing one or two senior executives would have little effect on the brand's performance.

"The brand's strategy itself is problematic. That is, the brand stays aloof from the general public," said John Zeng, general manager of Shanghai-based consulting firm LMC Automotive.

"One example is that you don't have to equip your cars with Continental tires when more popular brands are using cheaper ones for their models," he said.

Zeng said cutting prices could be a solution to boost sales, as competition in the segment is "extremely fierce".

Industry insiders said a lack of models on offer and ineffective marketing campaigns are also reasons for Qoros' sluggish sales.

The brand has just three models in the Chinese market: a sedan, a hatchback and a crossover.

A less-developed sales network is believed to be another impediment to Qoros' sales. The automaker said about 80 dealers would start business by the end of 2014 and the number would rise to 160 in 2015.