Borgward Group

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Borgward Group AG
TypePrivate
IndustryAutomotive
FoundedMay 21, 2008
HeadquartersStuttgart, Germany (Reported not to be there as of 2020)[1]
Area served
Germany
Mainland China
Malaysia
Nepal
Key people
Christian Borgward (Chairman), Ulrich Walker (CEO), Jason Yang
ProductsAutomobiles
Total equityChristian Borgward
Karlheinz L. Knöss
Foton Motor
Websitewww.borgward.com
The first Borgward-Flagship-Store in Europe opened in June 2018 in Stuttgart

Borgward Group AG is a German-based automobile brand established in May, 2008 with headquarter in Stuttgart, Germany. The company carries the name and logo of the former German brand Borgward. Design and engineering is located in Germany, but the cars are produced in China by Foton Motor.

Borgward started its business with a fleet of conventional SUVs with sales reaching approx. 75,000 units by January 2018 and has branches in China, Russia, India, Brazil and Mexico. However, the company aspires to become one of the leading electric vehicle manufacturers in the next decade. Full electric models, BXi7 and GT SUV BX6 were officially launched on May 9, 2018, in Beijing, China, and at the Frankfurt Motor Show 2017 presented the Isabella concept, its vision of a full-electric 4-door coupé.[2]

History[edit]

Christian Borgward revived the Borgward trademark, with the help of the Chinese truck manufacturer Foton, who sold a stake in the company to the Chinese car rental group Ucar in 2019.[3] Borgward Group AG is responsible for the development, production, sales and marketing of Borgward cars.[4]

Genesis[edit]

On April 2005, Christian Borgward (grandson of Carl F. W. Borgward)[5] as president and Karlheinz L. Knöss as CEO and vice president of the supervisory board started the revival of Borgward. They started the development of the new Borgward automobiles with Roland Sternmann (Designer) and Benjamin Nawka (Designer), set up the organisation and engineer team and developed several car concepts. On May 21, 2008, Borgward and Knöss founded Borgward Group AG in Lucerne (Switzerland),[6] later relocating to Stuttgart (Germany).

Foton earned the rights to maintain the Borgward name in 2014.[7]

Troubles[edit]

According to the German newspaper Automobilwoche, the company struggled to earn better sales after Foton sold its 67% stake to UCar[8] in 2019 for $614 million.[1] The newspaper said that Borgward sold around 5,000 vehicles in the first half of 2020.[1] According to André Lacerda, a Borgward salesman in Luxembourg, the company does not have plans to halt reintroduction of Borgward vehicles throughout Europe.[8]

Charles Zhengyao Lu, chairman of Luckin Coffee, was also involved in an accounting scandal, which played a role in the sudden sales decline.[9]

Borgward has reportedly vacated its headquarters in Stuttgart as of 2020 with calls to the office going unanswered.[9]

Overseas Presence[edit]

At the 14th Internation Motor Show in Dubai on November 14, 2017, the Borgward BX5 and 7 are being marketed to GCC countries.[10]

The brand is distributed in Malaysia by Go Bremen Motors, which was announced on May 2, 2018.[11] An agreement signed between GBM and Borgward will also see manufacturing of vehicles and exports to some parts of ASEAN.[11] However, plans to launch the brand in Malaysia in 2019 were stalled and suggestions were made that it would be launched by first quarter 2020.[12] On July 7, 2018, the Luxembourgish company AUTODIS ESCH/MERSCH was appointed as the first European retailer/distributor for Borgward.[13]

In April 2020, it was announced that DSM Global Company is in partnership with GBM to handle car exports to Nepal with the former handling Nepali operations.[14][15]

Borgward announced that the company will retail its vehicles to Britain and Ireland in 2019[16] with models distributed by International Motors.[17]

Production[edit]

Foton is currently Borgward's sole investor, but both companies have repeatedly announced that the ownership structure may change over time.[18]

Borgward announced plans for a new car at the 2015 Geneva Motor Show after a 54-year hiatus.[19][20] The new company is backed up financially by Chinese truck manufacturer Foton.[21]

The Borgward BX7 SUV was introduced at the IAA, Frankfurt in September 2015.[22] and sales in China started in July 2016.[23]

Models[edit]

SUVs[edit]

Concept cars[edit]

Sales[edit]

According to the China Association of Automobile Manufacturers (CAAMP), BG has reportedly sold around 30,000 BX7s in 2017.[9]

References[edit]

  1. ^ a b c https://www.autocar.co.uk/car-news/industry/obstacles-hinder-revival-historic-german-marque-borgward
  2. ^ "Borgward Isabella concept is a radical preview of the company's electric future", Auto Week, 13 September 2017.
  3. ^ "Borgward Flounders Following Far from Ideal European Revival". 25 August 2020.
  4. ^ "Archived copy". Archived from the original on 2015-08-01. Retrieved 2010-04-15.CS1 maint: archived copy as title (link)
  5. ^ Peter Homola, "Family considers revival of Borgward brand Archived 2018-02-27 at the Wayback Machine", Wards Auto, 19 April 2005.
  6. ^ "Handelsregister des Kantons Luzern". Hralu.ch. 2008-06-24. Retrieved 2010-06-12.[dead link]
  7. ^ https://www.autonews.com/china/iconic-german-brand-borgwards-revival-stumbles
  8. ^ a b https://paultan.org/2020/08/25/borgward-sales-falls-considerably-short-of-800k-target-faces-difficulties-with-its-european-reintroduction/
  9. ^ a b c https://www.autonews.com/china/iconic-german-brand-borgwards-revival-stumbles
  10. ^ https://borgward-malaysia.my/middle-east-versions-of-borgwards-bx5-bx7-suvs-officially-unveiled-in-uae/
  11. ^ a b https://paultan.org/2018/05/02/borgward-inks-agreement-with-go-bremen-motors-malaysian-market-debut-of-bx7-and-bx5-in-q3-2018/
  12. ^ https://paultan.org/2019/12/30/2019-year-in-review-and-whats-to-come-in-2020-slow-year-for-kia-hyundai-jeep-to-return-renault-shines/
  13. ^ https://www.borgward.com/autodis-esch-mersch-to-become-borgward-distributor-for-luxembourg/
  14. ^ "Borgward Announces the BX5 Compact SUV for Nepal; the First Shipment Arriving Soon!".
  15. ^ "Flag off Ceremony for Borgward Export to Nepal".
  16. ^ https://paultan.org/2018/11/27/borgward-suvs-to-be-launched-in-uk-ireland-in-2019/
  17. ^ https://www.autoexpress.co.uk/car-news/101772/borgward-ready-for-early-2018-launch-in-europe
  18. ^ Harry Pretzlaff, „Vier große Anteilseigner sind besser als einer“, Stuttgarter Zeitung, 17 December 2017.
  19. ^ Kalogianni, Alexander (9 February 2015). "Borgward heralds its return after 50 years with Geneva Auto Show announcement". Digital Trends. Retrieved 14 February 2015.
  20. ^ "German maker Borgward is back!". Topgear. Archived from the original on 19 February 2015. Retrieved 19 February 2015.
  21. ^ Coyle, John (28 February 2015). "China's Foton Set To Launch Revival Of Borgward At The Geneva Motor Show". Motor Authority. Retrieved 31 March 2015.
  22. ^ "Borgward BX7 SUV revealed in Frankfurt". Archived from the original on 2016-04-23. Retrieved 2015-09-18.
  23. ^ Bruce, Chris (16 September 2015). "Borgward BX7 and BX7 TS mark return after 50-year break". Autoblog. Retrieved 19 July 2016.

External links[edit]