…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.
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.
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!