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Geneva show: Borgward resurrected

Resistance is futile: Christian Borgward, Einar Hareide and Karlheinz Knoss are spearheading the rebirth of the Borgward brand, aiming to capitalise on the emerging luxury car markets with 800,000 sales by 2020.

After half a century, Borgward re-enters the car market with ambitious plans

Borgward logo9 Mar 2015

DEFUNCT German car-maker Borgward will reopen its doors and release its first all-new model in 55-years, as it sets its sights on competing against the big Europeans in coming years.

Announced at the Geneva motor show last week, the revival of the German marque is set to take place next year, after Borgward debuts its new car at the Frankfurt motor show in September.

The Borgward brand will then expand with the addition of two to three new models each year thereafter, culminating in what the company hopes will be 800,000 sales annually by 2020.

The ambitious plans were put in place by company founder Carl Friedrish Wilhelm Borgward's grandson Christrian Borgward, who says the family business can still hold its own in today's market despite closing its doors in 1961.

“Inspired by my grandfather's example, we believe that, given the will to succeed, you can achieve anything,” he said.

“We are rolling out Borgward cars that are worthy of the name because they are luxurious, inventive, and bold. Just like those of my grandfather.”

The reborn luxury car-maker is placing an emphasis on electrically propelled vehicles, although at this stage it is unclear whether that means full electric, plug-in hybrid or hydrogen fuel cell-powered vehicles.

Borgward is also highlighting its own Multiple Interaction user connectivity system that promises to “change the way you think about the car”.

Grounding this rebirth is a new global headquarters in Stuttgart, Germany – where fellow luxury car-makers Mercedes-Benz and Porsche are also based – before a product roll-out and launch in emerging markets, where production centres will crop up.

The new president of Borgward, Karlheinz Knoss said the company's German roots and influences will be key to the brand's success.

“Borgward is a German premium brand,” he said. “This German heritage – values such as quality, reliability, elegance, innovation, intelligence – and our unique tradition provide a solid platform for building a successful future.

“Its success was fuelled by an international orientation and innovation.

Borgward's strategic alignment for the future is built on the same foundations.”

Handling styling duties will be Einar Hareide, former design director of SAAB Automobile, who says Borgward will create vehicles that push the envelope in automotive design.

“We can create products that really do something beneficial and provide innovative solutions to issues that customers might noti even be aware of,” he said.

“Borgward was famous for introducing new innovations with every car. We intend to follow this principle.”

Borgward was founded in 1919 and produced over a million vehicles until 1961 when financial problems forced the company to shut its doors.

At it's peak, Borgward employed over 20,000 people and produced classics including the Isabella model (pictured), Hansa 1500 and P 100.

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