Borgward Sales Data & Trends for the Chinese Automotive Market
Borgward formerly was a German brand that ceased operations in the 1960s. Its most famous model is the Isabella, which was produced from 1954 till the end of the company.
In 2005 Christian Borgward, the grandson of the original founder started making plans to restore the brand to its former glory. Fast forward a decade and although Christian is the president of the company, its owner is 100% Chinese: Beiqi Foton Motor, a subsidiary of BAIC (Beijing Automotive Industry Corporation), one of China’s largest automotive manufacturers. Surprisingly, Foton Motor is the commercial vehicle division of BAIC, making anything from heavy trucks, light trucks, pickups, SUVs, vans and MPVs to pickups. Unsurprisingly, Borgward tries to capitalize on its heritage, not bothered by the fact that it’s largely unknown to its prospective buyers, especially those in China, but the brand expects its image to benefit from the emphasis on its German roots, in a similar way Qoros also tried to flaunt its German design and technology.
Sales of Borward’s first modern vehicle, the BX7, an SUV based on the BAIC Senova X65, started in July 2016. The company’s second model is the smaller BX5, followed by a coupe-like SUV BX6 and a smaller crossover BX3. Borgward also plans to enter — or, technically speaking, return to — the European market within a few years to add to its credibility in China, in a similar way that was tried by Qoros.
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