Borgward Sales Data & Trends for the European Automotive Market
The modern Borgward is a rebirth of the historic German brand that ceased operations in the 1960s. Its most famous model from the past is the Isabella, which was produced from 1954 till the end of the company. Half a century later, the grandson of the original founder started making plans to restore the brand to its former glory. Another decade later Christian Borgward is the president of the company, although its owner is 100% Chinese: Beiqi Foton Motor, a subsidiary of BAIC (Beijing Automotive Industry Corporation), one of China’s largest automotive manufacturers. Strangely, Foton Motor is the commercial vehicle division of BAIC, making anything from heavy trucks, light trucks, pickups, SUVs, vans and MPVs to pickups.
Borgward’s marketing focuses on its heritage, despite being largely unknown to its current prospective buyers, especially those in China, but it also emphasises its German roots, in a similar way Qoros also tried to flaunt its German design and technology. Its European headquarters are based in Luxembourg and European sales started in Germany, to be followed by the UK by the end of 2019.
Sales of Borward’s first modern vehicles, the BX7, an SUV based on the BAIC Senova X65, started in July 2016 in China and two years later in Europe. The company’s second model is the smaller BX5.
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