Some myths disenchant themselves ... and then you regret knowing the background. Because the story was actually too beautiful. The Borgward Reborn Story will be one of them. It's easy to tell, but you still hold your breath. Borgward's first model is the BX7, a larger SUV that will be shown in its final version at the Beijing Auto Show in April 2016.
Shortly afterwards, the BX7 will go on sale, coming to Europe in 2017. In the same year Borgward will show the BX5, then the BX3. Chinese media, especially Car News China, report that it should stay that way, nothing more is planned. At the start, only SUVs from Borgward, which makes sense in a booming market. What more Car News China has to say is far more exciting.
The surprise: The Borgward BX7 is not a new development, it is not even an independent model. The Borgova body is the Senova X65, and at the latest now we are listening. Senova is the brand under which BAIC markets Saab DNA. Again, for your understanding ... for readers who are not so familiar with the Borgward topic. The Borgward brand is 100% owned by Foton Motors, a major producer of commercial vehicles in China. Foton, in turn, is owned by the Beijing Automotive Corporation (BAIC), which is owned by the Chinese state.
The BX7 differs from the Senova X65 with 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 even GM could have done with more commitment. The new Borgward just a bluff? In parts - yes. Trying to make a China car tasty to Europeans under an old traditional label. Myths are so easy to disenchant ... 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 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 that are invested, but a courageous grip on the Chinese corporate shelf. The story of the great rebirth of an old brand is put into perspective against this background. It also explains why the BX7 is what it is, and why ex-Saab designer Hareide delivered a product atypical for its style. The basis is given, no blank sheet of paper at the beginning. Against this background, a respectable result from 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.