Borgward answers

…at least a bit. And a former Saab design chief is now chief designer at Borgward. But one after anonther ! A booth at the Geneva Motor Show, a new website, a newly designed logo. Borgward makes it exciting.

Borgward comeback in Geneva
Borgward comeback in Geneva

It will be a few months before we can take a look at the first new production vehicle. In September it should be ready with an SUV at the IAA, then two premieres will follow each year.

I love comeback stories, even if not all of them seem to work. I wish the creators around the founding grandson more luck than we have with our investors in Trollhättan. In any case, the financing of Borgward should be secured for decades, it said today during the press conference. That sounds very confident.

As announced, the new organization's headquarters will be in Stuttgart. Borgward - a German company with development and design in Stuttgart. The returnees rely on modern all-wheel drive, diesel engines, electric drives and networked driving. Diesel? It plays an important role in Europe, less so in China. This could lead to a serious interest in the European market. A complete portfolio of products is to come in the next few years, starting with the upcoming IAA.

Borgward press conference, image: Borgward AG
Borgward press conference, image: Borgward AG

Further details are missing, but make it all the more exciting. The website speaks of tradition and passion. From real fans who still hold up the rhombus 50 years after production was discontinued. And from “Accessible Premium”, a feasible entry into the premium class for affordable money.

A certain expectation is evoked by another big name: Einar Hareide, Saab's Saab 900 II, 9-3 I and 9-5 I Saab designer, was confirmed today as Director Design at Borgward.

At Borgward.com he writes "Borgward cars - the whole company - simply had a special attitude that still has a strong appeal today. I would call this a combination of style and closeness or accessibility, less than a certain formal language. Borgward has set new standards for the mid-range segment - and we are committed to this claim when we speak of "Accessible Premium" today."

Granted, I like the Hareide design. I still enjoy driving the vehicles he designed at Saab; If I get into a 900 II, 9-3 I or 9-5 I, there is that “welcome home” feeling. They are timeless, elegant, Scandinavian. Borgward - an opportunity and a challenge to revive a legend that was passed by us from time immemorial.

The large, carefully reinterpreted logo dominated the Borgward stand today. And an Isabella, the most beautiful car that was ever built in Bremen. The budget figures differ from this subtle appearance. Borgward intends to sell 800.000 cars a year worldwide by the end of the decade. The markets are above all the emerging countries, where local productions are also to take place. We'll see how realistic that is.

As far as the newly launched website is concerned, Borgward has done a lot of things right there. Impressive facts and figures from the 60s, including the fan base - building a bridge to the present. Frankly, something in this form, appreciating the story and the fans, I would have wished for from Trollhättan at the start. But there wasn't. Pity !

The challenge of making a comeback after 50 years is great. Everything has to be rebuilt. Production, sales, aftersales, logistics and dealer network. The name has to be transported back into people's minds. Reviving Saab would probably be easier.

The brand with the Rombus will stay on our screen. Exciting times, good luck Borgward!

25 thoughts on "Borgward answers"

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    One brand may come, the other may die. It would be nice who Borgward could do it were good vehicles and happy is everyone who owns a beautiful Isabela

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    The website? For free! I can too.

    What I find most interesting about the story is that an Asian heavyweight classifies a European brand name - no matter how long the cars have been history - as so essential for their own expansion plans that they pursue the development of the brand over decades (!) With a lot of capital and want to secure ...

    The brand name SAAB and its market value seem to me in a completely different light.

    Maybe also a reason for the SAAB AB to publicly deny talks with NEVS about the naming rights? It is conceivable that one hopes to be able to beat more capital out of the name if one does not approve of it in the name of a reconstructed Nobody.

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    Borgward first needs a customer base - the few people who know Borgward from their own experience and who may have positive memories are by no means sufficient as potential buyers. Based on this approach alone, it would have been much easier to bring cars to men and women on a large scale again with SAAB and its broad enthusiast following.

    It is a bit strange that Christian Borgward was able to land an allegedly reliable investor for this daring project and that NEVS seems to act comparatively awkwardly - for most contemporaries, Borgward, unlike SAAB, is simply an unknown car brand. Establishing something like this on a permanent basis will be extremely difficult - especially with regard to the envisaged quantities.

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      The situation is not comparable. There is one important difference:
      Christian Borgward and Knöss first secured the trademark rights, then looked for an investor and found a real heavyweight with Foton.
      NEVS was always just a licensee for the name Saab, not anymore. If one had read the contracts correctly, one would not have risked the loss of the granted license. A crucial mistake.

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        From this point of view it was “far-sighted” to “only” entrust the license to NEVS….
        The NEVS business plan was MAINLY for EL vehicles and despised / ignored the history of the SAAB brand. This business plan was certainly known to SAAB / NEVS when the contract was signed ... How can such a decision in favor of NEVS have come about with this "known" information ??? 🙁
        2015: the "game" is over. Goodbye NEVS. SAAB is free again….

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      Strange? Well ... fully understand that! NEVS hit the wall and did too much wrong - who is really interested in getting on board?
      The bankruptcy would open completely new doors or at least let the Saab brand go with dignity ...

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    If we leave NEVS hidden, then SAAB has three, four years break HAPPEN !. So on to new. If it is to succeed after 50 years break, then it`s much easier with Saab, because world-wide image is recognized and still exists in the consciousness.
    I feel ... that a manufacturer that is active today wants to exhaust its existing capacities and wants to fill another market segment with a good name. Just look at Goo ... which names for car manufacturers appear in the city names Sturttgart and Bremen. Seen this way everything is possible and nothing is fixed

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    Borgward is definitely closer to reality than NEVS. An SUV at the IAA is what the customers like, not a sedan that only comes in two colors and a motor
    Tom, it's best to write a Borgward blog, are you looking for a blogger?

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      Thanks for the confidence in my writing. But I think Borgward needs media professionals there. I also wanted to continue writing here for a while

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        "I also wanted to continue writing here for a (very) long while"
        I have supplemented the quote meaningful

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    Personally, I'm also looking forward to Borgward (after all, originally comes from “Northern Germany” and I know a few “older people” who still rave about it here)!
    And I find the current appearance of Borgward and among other things also their website (especially in comparison to NEVS) professional or quite successful.

    But does Borgward have (still or ever had) such a “radiance” worldwide that it would currently be enough to become a future-proof automobile brand?
    I always had the impression that Borgward was more of a “German” or, at the highest, “European”….

    Well, let's see what the time brings ...

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    The homepage alone shows NEVS which opportunities they have missed and how little value they have placed on the “legacy” of Saab Automobile AB.

    The plans of Borgward sound very ambitious. 800.000 vehicles up to 2020 would also mean that they have to have largely finished vehicles in their pockets under the radar. As we read in interviews, we had our own platforms and our own engines. They also find the right emotional buttons.
    I still lack the faith - but it would be nice. (And if it works, why did not it work out in Sweden with better launch conditions?)

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      NEVS has simply completely disregarded its “own” potential or that of the Saab brand. You could have made up for so much with proper trade fair appearances, PR work, and online presence alone. This was the only way to increase the value, even if no automobiles roll off the assembly line, and to make the brand even more interesting for investors / buyers ...
      You can just compare the visions:
      - NEVS: We are building an EV based on an old Saab (even if that should only be temporary at first, that was what we almost exclusively noticed)
      - Borgward: We are gradually building up a completely new range of products, reviving the old brand, etc.

      Much was simply not communicated by NEVS ... so a thumbs down again.

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        Gave you an article on the unused NEVS opportunities on the blog. Unfortunately, so much has been done wrong, even though there have been customers and communities who have been pleading for new cars and attention. Pity, past. The game continues

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    Congratulations, Borgward! A stylish “first appearance” that the promises can follow…. I keep my fingers crossed!
    Our potato dealer drove Borgward in the 60s, as did the baker. Back then, as "Steppke", I was already in love with these cars! As a result, I am benevolently and positively accompanying the “rebirth”! 🙂 May the € last a long time… .. because every (new) beginning is known to be difficult! The case in Trollhättan stands out as a bad example 🙁
    TOI Toi Toi!

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    This closes the circle. As a little boy I was often driven in a Borgward (end of the 50s). After that, Opel was announced for us :). At the beginning of the 90s, I was convinced by a colleague from Saab. I took over his 9000. Only Saab followed in my family. In the past two years I have even bought two “in stock”. Actually, I thought that my "old" 9-5 station wagon from 1999 would not last long. I was very wrong about the quality of Saab.

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    I'm skeptical, the Borgward comeback is already forever tinkered, always lacked the necessary capital.

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    The Borgward site makes a good impression. Whether they really have the money to launch so many models? And whether the buyers will find? We'll see who gets the first car on the market: Borgward or Saab

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      The question is easy to answer. Saab Automobile does not exist at the time. There are only NEVS without trademark rights to Saab. Borgward presents his first new model at the IAA in September after 50 years. NEVS will not be available in Frankfurt. At the moment so clear lead for Borgward.

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        The first Borgwards are scheduled to run in Europe in 2016. Karlheinz Knöss wants to go to the next automobile salon in Borgward. 12 months to go ... At NEVS I don't see a new vehicle in 12 months at the moment, but I'm open to any kind of positive surprise.

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    What I admire about this project is the passion it expresses ... a vision. Unfortunately, there never was under NEVS ... total failure 🙁

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      Borgward is doing exactly what NEVS should have done. Just show your flag, according to the motto: We are here !. Had the brand Saab done well. Frankfurt will be exciting, because then the product has to fit.

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      Yes that's true. I was born 1962 not far from Bremen, but until today I can not remember any encounter with a Borgward and do not know any details. With the exception of a few collectors, the stamp is dead, but the name has always appeared in admiration.
      On the other hand, NEVS actually had it much easier to have an existing plant, a workforce that was “fully in the juice” and at least one existing (albeit not entirely fresh) series ... Perhaps too much emphasis was placed on unreliable Chinese policy.

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    Yes, we would have wished for such a comeback appearance from NEVS or whoever as a Saab relaunch: Professionally, with (hopefully not only supposedly) secure financing and a clear "Mission & Role". Borgward shows how it could work. In comparison, the improvised press appearances in Sweden seem downright bumbling. I wish the brand and Einar Hareide all the best! I'm curious to see how much "Saab spirit" will be found in his Borgward creations. Tom, please hold on!

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    I love Borgward !!! (After SAAB)
    Let come!

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