Borgward marks European homecoming with launch of BX7 SUV in Germany next year

Article by Christian A., on November 22, 2017

After a somewhat successful fray into the automotive market in China, the resurrected German automobile brand Borgward is finally heading to Europe, bringing along with it the Borgward BX7 sports utility vehicle.

Borgward’s first stop is Germany, where it plans to start sales of its BX7 SUV in the first quarter of 2018. Commencing sales in Germany would signal its homecoming in Europe. The company was founded in 1929 by Carl Borgward. However, Borgward ceased to exist in 1961 when it was forced into liquidation by its creditors. In 2008, the company was revived by the founder’s grandson, Christian Borgward, with some investment from China. The carmaker unveiled its first car since 1961 – the BX7 and its sporty TS version – at the 2015 Frankfurt Motor Show.

Since then, Borgward has concentrated its sales efforts in China. Now, the carmaker is fully intent into re-launching the brand in Europe, starting with Germany. As disclosed to Auto Express by Tom Anliker, Borgward’s Vice President for marketing, the Borgward BX7 is just the first step of the European re-launch, and it will be followed by its smaller sibling –a right-hand drive version of the BX-5 compact SUV. The company also plans to offer the Borgward BX5 in the United Kingdom.

Also forming part of the carmaker’s upcoming product offensive in Europe is the Borgward BX7 TS, which was recently displayed at the just concluded 2017 Guangzhou Auto Show in China. When it arrives in Europe, the BX7 TS would have a starting price of around EUR44,000 (£39,300).

Anliker told Auto Express that Borgward has already homologated the BX7 mid-size SUV for left-hand drive European markets. A right-hand drive version of the BX7 has yet to be confirmed by the carmaker.

Meanwhile, the carmaker’s Chief Design Officer, Anders Warming, told Auto Express that re-launching the Borgward name in China has given the brand some valuable experiences before it returns to Germany. However, Warming noted that the European consumers are still unfamiliar with the identity of the new Borgward. He disclosed that the company would shy away from traditional dealerships and instead would employ the Internet to sell its vehicles in Europe.

Unveiled at the 2015 Frankfurt Motor Show, the Borgward BX7 SUV offers a versatile interior that could accommodate up to seven people. Featuring a size similar to that of the Audi Q5, the Borgward BX7 is propelled on the road by a 2.0-liter turbocharged gasoline engine that could deliver 224 hp (165 kW) of max output and 222 lb.-ft. (300 Nm) of peak torque. This amount of power – sent to all four wheels via dual-clutch automatic transmission – allows the BX7 to sprint from zero to 62 mph (100 km/h) in less than 10 seconds and achieve a top speed of over 124 mph (200 km/h).

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Topics: borward, europe, germany

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