Some myths disenchant themselves ... and then you regret that you know the background. Because the story was actually too beautiful. The Borgward Reborn Story will be one of them. It's quick to tell, but you still hold your breath. Borgward's first model is the BX7, a larger SUV that will be on show in April at 2016 in its final version at the Beijing Auto Show.
Shortly thereafter, the BX7 should go on sale, 2017 come to Europe. In the same year Borgward will show the BX5, then the BX3. Chinese media, above all the Car News China, report that it should stick to it, that more is not planned. To start so only SUVs at Borgward, which makes sense in a booming market. What the Car News China has to tell is much more exciting.
The surprise: The Borgward BX7 is not a new development, it is not even an independent model. Under Borgward's body is the Senova X65, and at least now we are listening. Senova is the brand under which BAIC markets the Saab DNA. Short for understanding ... for readers who are not so familiar with the Borgward theme. The Borgward brand belongs to 100% Foton Motors, a major commercial vehicle manufacturer in China. Foton, in turn, owns the Beijing Automotive Corporation (BAIC), which is the property of the Chinese state.
The BX7 differs from the Senova X65 by a new front - everything else is identical. That says Car News China, and a photo comparison of both vehicles confirms the claim. From the A-pillar, the BX7 is an X65, which would have even GM with more commitment. The new Borgward just a sham? In parts - yes. The attempt to make a Chinese car tasty under an old traditional label to the Europeans. That's how myths disenchanted ... and yet not.
The Senova X65 is based on the mysterious Matrix platform. The origin was unclear at the beginning, but it comes originally from Sweden. More precisely, from Trollhättan. Matrix is a BAIC advancement of the Saab 9-3 (440) platform, whose rights the Chinese 2009 acquired. Saab DNA in a Borgward, who would have expected it. And that too at the discount price. In China, the X65 is available from 17.500 €, the fight prices of the Borgwards can be calculated.
The further, future Borgward family will also be based on Senova vehicles. The Borgward BX5 on the Senova X55, the BX3 on the upcoming Senova X35. The Borgward comeback - these are not billions to invest, but a courageous grip on the Chinese corporate shelf. The story of the great rebirth of an old brand is relativized against this background. It also explains why the BX7 is what it is, and why ex-Saab designer Hareide has come up with an untypical product for his style. The base given, no white sheet of paper at the beginning. Against this background a respectable result of Hareide.
Has the brand Borgward, once a technical pioneer, earned it? Or would you rather have them rested in peace? Of course, an older Saab platform is not a bad basis for a new start. Intelligently developed, Senova and Borgward SUVs could be on par with the competition. And yet all this is a pity, disappointing and gives a bad taste.
Because actually I like this Reborn story of a big, old brand. I have always followed her with sympathy. Maybe because I finally wanted to see one of these stories crowned with success. Maybe they just do not exist anymore, the automotive wonders. Really regrettable.