NEVS wants to leave the reconstruction in the next week. At the same time, further decisions are to be made public. That could be exciting ... Before that we still have enough time to think outside the box again ...
We can not (yet) guess where the journey from NEVS is going, even if slightly positive signals are coming. Elsewhere, the comeback is already rolling.
Borgward. Lately been a guest on the blog lately. We saw the first attempts at walking in Geneva. They were well received. The stand was awarded a prize for a bold, innovative appearance.
Although I didn't find it so extraordinarily innovative. If someone had asked me what a Saab comeback appearance could look like, I would only have suggested a big Saab lettering as a gut decision. Saab is back, a clearly communicated message. Then nothing ! But there is no comeback at the moment, nor would anyone at Saab ever seriously ask my opinion.
Back to the topic Borgward. I like comebacks! Here is a summary of the news:
In Stuttgart, the returnees want to settle on the former IBM campus. Named "Eiermann Areal" after the architect, the 20 hectare site was deserted for a long time. Foton negotiates for Borgward. The headquarters of Borgward 2019 with development, design and sales are to be built there by 2.0. Stuttgart will bring 235 new jobs - Borgward, or rather Foton, wants to invest € 10 million over 260 years.
Until acquisition and conversion of the property have gone, the new Borgward headquarters in the City Gate at the main station can be found, report the Stuttgarter Nachrichten.
Who is Foton, who is behind Borgward? A look behind the scenes ... we meet old friends. Beiqi Foton Motor Co.Ltd. is owned by Beijing Automotive Industry Holding Co.Ltd., which also includes BAIC Motors, which uses Saab technology to manufacture vehicles in China. The companies are linked to Daimler through a network of joint ventures and company shares, which explains the background in a nutshell.
Foton has been on the market since 1986, producing 1 million trucks a year, the largest commercial vehicle manufacturer in China. China Automotive Review sees Foton as the ideal partner for the Borgward Challenge. Strong, expansive, solid! Foton is ambitious and wants to become one of the top 10 manufacturers in the world. China has been licensing the new Borgwards since March; The first model will go on sale at the end of the year.
Borgward has vehicles ready for production.
Is there a trick accomplished? Unnoticed by the rest of the world, new models, more than one, have matured into production. In September, an SUV in the size of a Mercedes M-class will be at the IAA.
Who pulls the strings at Borgward? Not clear. The Trademarks are evidently owned by Beiqi Foton, from which one could conclude that Foton would be the force behind the comeback. Borgward, on the other hand, always describes Foton as one partner among many. And the question arises who will build the new Borgwards. Because Foton is a commercial vehicle manufacturer, has no experience in building cars.
A line published in the China Automotive Reviewhas it all. "An assembly plant is reportedly being built in Bremen, Borgward's original production base ”. Borgwards from Bremen? From Sebaldsbrück, which is still occupied by Daimler? That would be ... a sensation.
Perhaps (speculative!) Daimler is one of the partners in the Borgward project, screwing the label to a factory in Bremen and rolling new Daimler-based Borgwards off the assembly line. Some things can be so simple ...
In China, the comeback from week to week condenses, it seems substance behind it. It is a delicate mission anyway. Borgward starts at level 0, from the bottom up. It's going to be brutally tough.
If you think about the Borgward project, then you inevitably come to a question for which there can only be one answer. Why revive a brand that has been away from the market for ages?
The test at Easter, in the rather little car-affine circle of friends brings the scary truth: Borgward is dead. No one who does not screw on old cars, knows the mark. This is a bit scary and frustrating because I like the Borgward story.
Back to the question! Who takes so much money, and it has to be a lot, to revitalize a brand that has been off the market since 1961? The answer:
Someone who can. That calculates in decades, not years. Who has time to start over at the bottom, at level 0. Maybe we need such a caliber in Trollhättan?