Borgward is marking its return to the global auto stage with the unveiling of two new vehicles at the Frankfurt International Motor Show (IAA) -- the BX7 SUV and the TS version of the BX7. Both new Borgward models feature designs that exemplify the brand’s traditional values while helping create self-confident superior vehicles.
Both the BX7 SUV and the TS version of the BX7 feature very advanced communication and entertainment systems, complemented by an extensive online service. These new models also feature the latest connectivity systems designed to improve driver's safety and comfort.
By creating new models with outstanding quality, unbending reliability and excellent longevity, Borgward is promising that the further models will be the classics of the future.
Ulrich Walker, chief executive of Borgward Group AG, remarked that the German brand, which will be launched in Germany and the rest of Europe within the next two years, plans to sell its first vehicles to the China and other emerging markets in the first half of 2016.
He disclosed that the construction of the first BORGWARD plant in China is now finished, adding that the current developments in the country are part of the process of normalization.
He remarked that Borgward’s market launch in China and other emerging markets will be just the start since the company’s medium- and long-term goal is to have its presence in all major markets and in the emerging economies.
Walker added that when Borgward enters new markets and achieves corresponding sales volume, the carmaker would also set up new production locations. In terms of numbers, Borgward is setting a medium-term global sales target of over 500,000 vehicles, with a plan to continuously expand its product portfolio in the next few years.
The brand plans to launch at least two new models every year and eyes to first expand its SUV lineup, followed by vehicles in other segments.
Walker expressed confidence that Borgward will be competitive, noting that the carmaker’s business model has sound financial and strategic foundations, referring to the brand’s commitment to the values applied during the time of founder Carl F. W. Borgward.
Walter added that Borgward will once again stand for excellent quality, superb engineering and design, innovation, sustainability and affordability and become what is dubbed as “accessible premium.”
For instance, Borgward is demonstrating how it stands for sustainability by favoring an electric drive train. Indeed, Borgward will initially launch the BX 7 PHEV plug-in hybrid mid-size SUV by offering outstanding driving performance and cutthroat electric ranges. According to Walker, Borgward is aiming to become a major international automaker as it had been in its glory days.