Borgward Group

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.

This article is about the 21st-century automobile company. For the 20th-century company, see Borgward.
Borgward Group AG
TypePrivate
IndustryAutomotive
FoundedMay 21, 2008
HeadquartersStuttgart, Germany
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 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.[1]

Borgward currently employs nearly 5,500 people globally and has more than 2,300 engineers. It has the independent development capability of complete vehicles, engines and new energy. The vehicle intelligent manufacturing plant and engine factory with flexible production of 8 models have dual production qualifications for traditional energy and new energy vehicles.

History

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.[2] Borgward Group AG is responsible for the development, production, sales and marketing of Borgward cars.[3]

Genesis

In 2005 Christian Borgward (grandson of Carl F. W. Borgward)[4] 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),[5] later relocating to Stuttgart (Germany).

Overseas Presence

The brand is distributed in Malaysia by Go Bremen Motors, which was launched in 2018.[6] An agreement signed between GBM and Borgward will also see manufacturing of vehicles and exports to some parts of ASEAN.[6] 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.[7]

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.[8][9]

Borgward announced that the company will retail its vehicles to Britain and Ireland in 2019.[10]

Production

Currently Foton Motor (a subsidiary of BAIC) are producing all Borgward cars.

Foton is currently Borgward's sole investor, but both companies have repeatedly announced that the ownership structure may change over time.[11]

Borgward announced plans for a new car at the 2015 Geneva Motor Show after a 54-year hiatus.[12][13] The new company is backed up financially by Chinese truck manufacturer Foton.[14]

The Borgward BX7 SUV was introduced at the IAA, Frankfurt in September 2015.[15] and sales in China started in July 2016. The company has since developed several other new models, including the BX7 TS, BX5 and BX6 SUVs.

Models

SUVs
  • Borgward BX5
  • Borgward BX7 at IAA 2015

Concept cars
  • Front-side view of the Borgward Isabella concept 4-door full-electric coupé.
  • Borgward CEO Ulrich Walker (left) and Chief Designer Anders Warming (right) present the Isabella concept at the Frankfurt Motor Show 2017.

References
  1. "Borgward Isabella concept is a radical preview of the company's electric future", Auto Week, 13 September 2017.
  2. https://www.carscoops.com/2020/08/borgward-flounders-following-failed-european-revival/
  3. "Archived copy". Archived from the original on 2015-08-01. Retrieved 2010-04-15.CS1 maint: archived copy as title (link)
  4. Peter Homola, "Family considers revival of Borgward brand Archived 2018-02-27 at the Wayback Machine", Wards Auto, 19 April 2005.
  5. "Handelsregister des Kantons Luzern". Hralu.ch. 2008-06-24. Retrieved 2010-06-12.
  6. https://paultan.org/2018/05/02/borgward-inks-agreement-with-go-bremen-motors-malaysian-market-debut-of-bx7-and-bx5-in-q3-2018/
  7. 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/
  8. https://nepaldrives.com/borgward-announces-the-bx5-compact-suv-for-nepal-the-first-shipment-arriving-soon/
  9. https://borgward-malaysia.my/flag-off-ceremony-for-borgward-export-to-nepal/
  10. https://paultan.org/2018/11/27/borgward-suvs-to-be-launched-in-uk-ireland-in-2019/
  11. Harry Pretzlaff, „Vier große Anteilseigner sind besser als einer“, Stuttgarter Zeitung, 17 December 2017.
  12. Kalogianni, Alexander (9 February 2015). "Borgward heralds its return after 50 years with Geneva Auto Show announcement". Digital Trends. Retrieved 14 February 2015.
  13. "German maker Borgward is back!". Topgear. Archived from the original on 19 February 2015. Retrieved 19 February 2015.
  14. 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.
  15. "Archived copy". Archived from the original on 2016-04-23. Retrieved 2015-09-18.CS1 maint: archived copy as title (link)
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