Last week, we asked readers for their opinion on the future prospects of NEVS. The result can be considered historical, because for the first time a large majority saw the failure of NEVS before their eyes.
Presumably they are right. Beyond all Saab romance, NEVS has accumulated too many mistakes. The trademark rights lost, no production, no liquidity, no clear concept. Under certain circumstances, the administrator will soon pull the plug; only a miracle can save. And they are known to be very, very rare.
A possible failure of NEVS does not have to be the end of Saab in the automotive industry, nor the end of the Trollhättan site. It could mean a new beginning. For the final farewell, the brand is too lively, the fan base too strong and the cars with the griffin just too good. We will see…
The industry is full of surprises, and because it's bland to write about NEVS, we're looking into the big, wide world today.
Will NEVS come to a positive conclusion?
- No never! (64% 371 Votes)
- Yes, in any case! (36% 212 Votes)
Total Voters: 583
What is Qoros doing?
The car industry is not a simple patch. Even companies that may have done a lot more well than NEVS have an icy wind blowing in their faces. Do we remember Qoros? In Sweden, the brand was already celebrated as Saab 2.0, then it was quiet. No one talks about sales in the home country of Saab, the key word is disappointment.
The recipe sounded so good. Take a large amount of money, commit well-deserved veterans from the auto industry, mix European design with European technology from the kit of renowned suppliers and build in China premium cars for the world market.
The result: a handsome product with top marks in the NCAP crash test. Just….
... nobody likes to buy it. Qoros publishes no numbers, but makes no secret of the disappointment. The sale is well below expectations "... if 4 or 5 started years earlier, yes then ..." This is what Qoros says. Too late, the cake in the huge market is widely distributed, the industry is established and newcomers have a hard time. Qoros, as a home producer with a brand new product, is disappointing; how would NEVS have done with the renewed infusion of the 9-3?
In China, one speaks of 5.000 vehicles, which found 2014 customers from January to December. And Qoros does not get going, sales are scheduled to stall at 500 to 550 vehicles monthly. In order to get the Qoros 3 into the Chinese top ten, as announced, you will need a quantity from 200.000 to 300.000 units. No wonder the staff carousel is starting to turn in Shanghai. Qoros is an example that you can do a lot with a lot of money, but also reaches its limits. Without a crazy story in the background, without fan base, it is difficult to establish a brand.
While Qoros fights on and there are no more statements, from which point one would like to be profitable, in Switzerland amazing ...
Borgward is coming back ...
... and there is also a Saab link here. The story in brief: the grandson of the company founder, Christian Borgward, and a certain Karlheinz L. Knöss work for some time from Switzerland on the comeback, which is now to become a reality. The mentioned Mr Knöss - the name will not tell a lot of readers - was a member of the management of Saab Germany and director of public relations in the late 90s. With partner Foton in the background, the brand should be resurrected; The first sign of life is the Geneva Motor Show with a 400 sqm booth.
The draft of the first study came from the former Saab designer Einar Hareide, who was for a while director of design at Borgward. Whether he is still responsible for this is unclear. As of this year, 5 new Borgwards are expected to delight the market in quick succession; The focus is on the premium segment. The development work for the new vehicles is said to have taken place in Switzerland.
All right, the brand has disappeared 1961, now it comes back. The old Borgwards are cult, but after more than half a century, someone has been waiting for new cars? Investor Foton is China's number 4 in vehicle manufacturing, supposedly highly profitable, and one can credit the Chinese the necessary billions to revive Borgward.
Only - it has a blemish then. Borgward's parent company Sebaldsbrück is still occupied by the invaders from the southwest. They have been at home there since the 60 years. There are no signs that the Swabians are withdrawing from Bremen. The tradition remains in enemy hands.
And Borgward? A new car factory for Borgward in Germany, you would have heard that would be a sensation.
The borgwards are to be built in future in China. Premium for the world, a big traditional brand. And yet again a birth defect. Not that we misunderstand: I like these stories about big, old brands and the dreams for a comeback. The automotive landscape needs alternatives to the dominant monoculture. I wish the Borgward AG and the grandson of the founder all the success of the world. But it comes with the rebirth of legends to details, at least from a certain price and expectation class.
And with the name Borgward we are in one of the highest expectation classes! If you take a lot of money in hand, then you should treat yourself to the luxury of consequence in the smallest detail. Borgward is a German legend. Point.
Borgward from China in the future? Perhaps, despite all the romance of the automobile, the seeds of failure have already been planted there.