The Borgward comeback is on. Exciting and interesting because our brand could be facing a similar adventure ... and also because former Saab designers and a former press chief are on board. Friday had the Autobild first photos of the new Borgward published. It goes by the unspectacular name BX7 and should be the reason for my IAA visit ...
I was eagerly awaiting the details, and now…. Oh well. A car that is definitely pleasing heralds the comeback, and you can find stylistic elements from various brands. The front of the Borgward BX7 is reminiscent of Buick and Audi, even if the radiator grille is supposed to cite the P100. What pure marketing prose is. The rear is VW, something Porsche. A design that is compatible with the masses. Nice and…. a car that you can see and have forgotten right away. Even after taking a third look, there is little tension.
Class! Because vehicles that I see as brave, trend-setting and exciting tend to flop. The best example is the Citroen C6, which just 23.384 people wanted to buy. Vehicles that I find a bit bland, on the other hand, sell brilliantly. The Borgward has opportunities.
And where is Einar Hareide? The former Mercedes designer Benjamin Nawka is responsible for the BX7. He is led as chief designer, Hareide as senior colleague. A Borgward, so to read, should never be aggressive. Sounds like Saab, but I'm looking for design elements from the Hareide Monastery in vain. Let's wait for the pictures of the interior!
Under the hood of the Borgward BX7 is a 2-liter turbo direct injection, diesel and 401 PS (!) Hybrid follow. 6-speed double clutch, modern assistance systems - the Borgward is up to date. The BX2016 will go on sale in China from 7, with Germany to follow in 2017. Affordable premium - the 7-seater will start at € 26.000 - is a concept that targets the middle class and could work. VW placed Skoda similarly. Anyone who drives Skoda might also like Borgward.
Of course there are open questions. How is the processing, how does the Borgward drive, and where is the sales network? One has to worry less whether a “China box” will roll in there. Not only does Borgward, headquartered in Stuttgart, intelligently play the map of Germany, the construction is also largely German. Development partner FEV, who also operates a branch in Trollhättan, suggests a certain standard. The cooperation was deepened into a long-term relationship a few days ago, further models will come in quick succession.
Questions about the Borgward BX7 come from China. The national motor press speculates who should buy a Borgward and why. The brand is completely unknown and the range of SUVs in China is vast. Is Borgward threatened with a disaster like Qoros? BAIC could possibly take over the sales - it is speculated. Borgward is 100% owned by Foton, the manufacturer is part of BAIC's vast empire. For this reason, one also philosophizes whether the Borgward could have a Saab Turbo under the hood. But the good old Trionic engines are not direct injection, so thumbs down for the assumption.
Also thumbs down for the IAA visit. Saab isn't there, of course, and Volvo doesn't like either. The new Borgward is certainly a handsome car. But nothing that would make my automotive heart beat faster, which could also be due to the SUV as such, which has now been chewed through. Nevertheless - great respect for Borgward. The comeback story remains on the blog. From time to time.