Borgward revival

[Carnut]

I see that after an absence of 54 years Borgward is to be re-launched at the Geneva Show in March!
Apparently Christian Borgward, grandson of company founder Carl F.W. Borgward, is behind the revival.
Should be interesting!

[nicanary]

They were always well-engineered cars, a cut above the general offerings for family transport. Sadly that made them too expensive. They also knew how to build a competition engine, so this could be interesting.

[Bill Murray]

Very interesting indeed!

Because of my interest in soft skinned vehicles used by various military forces 1935-1945, I have lots of Borgward
photos in the document files and several enthusiast sites bookmarked.  Mostly truck stuff, but lots of impressed
automobiles also.  I missed this one.

Below is a link to the Automotive News article announcing this with a few more details.

Bill
http://europe.autonews.com/article/20150211/ANE/150219977/german-brand-borgward-to-be-revived-with-chinese-backing-report-says

[Wendax]

Let's hope it will be more convincing than the last attempt: http://www.autopuzzles.com/forum/index.php?topic=26442.msg298168#msg298168

[Carnut]

The car they showed at Geneva was in fact a 1958 Isabella coupé...!
They say they will reveal the first new model at the Frankfurt Show in September.

[Bill Murray]

Here is a writeup about the show and the car.
Bill..

http://www.autocar.co.uk/car-news/motor-shows-geneva-motor-show/former-car-manufacturer-borgward-launch-new-model-line-2015

[oko94]

"Following the unveiling of the first model, Borgward says it will introduce up to three new cars annually."

Did they hire Dany Bahar ?

[Carnut]

"Following the unveiling of the first model, Borgward says it will introduce up to three new cars annually."

Did they hire Dany Bahar ?

Maybe!  Don't hold your breath on this one...

[el_monty]

It seems to me an attempt to emulate Qoros, but using a (slightly) more familiar name. Designed in Germany, built in China. Qoros is not doing too well, so unless these people bring something with better value for money to the table, which I highly doubt, I don't see it happening. Besides, if a PHEV production car was already being developed to go on sale next year, as these people claim, industry insiders would surely know about it, but nobody seems to know anything. I think it's all just hot air. Would love to be proven wrong, though.

[Arunas]

I think it's all just hot air.

I agree! It's just vapor in the air now. Even Sir Stirling Moss was not sure what he's doing on Borgward stand... 

[nicanary]

I think it's all just hot air.

I agree! It's just vapor in the air now. Even Sir Stirling Moss was not sure what he's doing on Borgward stand... 

As much as I love the Great Man, he'd go to the opening of an envelope. His autograph is almost worthless - it's on so much tat. Still my No.1 though ..........

[oko94]

The Borgward BX7 is here. Just another SUV...

[Iluvatar]

Do we really need another revival?   

[sixtee5cuda]

A new idea in revivals of old auto brands!  Let's take a Chinese SUV and slap a European brand name on it.  I'm sure the average Chinese SUV customer remembers Borgward fondly, and looks forward to paying slightly more for a fancy Foton SUV.

[nicanary]

Disappointment indeed. All the talk about an exciting new range of cars in the mould of Carl himself. What we get is a generic SUV which could be anything from the Far East if you ignore the badge.

I can't see the pragmatic Germans falling for this con.

[Djetset]

I was at the Borgward press conference at Geneva back in March, when they claimed that within ten years the marque will be up there with the established German premium brands (Audi, BMW, etc.), selling as many car as them, if not more!  Seeing this dull SUV, I doubt this somehow!!! 

[Iluvatar]

when they claimed that within ten years the marque will be up there with the established German premium brands (Audi, BMW, etc.)

Good luck Borgward! 

[Carnut]

Do we really need another revival?   

Do we really need another terminally dull SUV?!