The Borgward Saab story

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.

Borgward BX7
Borgward BX7

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.

21 thoughts too "The Borgward Saab story"

  • But was not to be expected from a Chinese company otherwise. Here is the "tradition" as Kreidler, Zündapp, etc. maintained only in the name and not in a corresponding product. Innovation and technical engineering services do not come from copy & paste.

  • That's the world. The Borgward is just a magic hat to finally bring China cars to Europe. By the way, ATU should take over the service, says a lot about the strategy. Mercilessly cheap, a challenge to Opel, Ford and friends.

  • Interior? After all, you run 20 seconds on a car, but sitting in it for hours. If something independent was created here, something European or Scandinavian, would that be something ?!

    • The current Borgward pictures of the interior should (allegedly) not yet correspond to the series. That was told in Frankfurt (IAA).

    • The steering wheel looks like the 9-5NG

      • This steering wheel style can now be found in many cars, including from China. Apparently there is a manufacturer who produces this type in innumerable variations.

    • Well, I do not think sooo bad both interiors - Senova has a bit of VW ...

  • All on the China Trip

  • After a close look at the pictures from the outside: But there are already some differences, and the Borgward looks much better.

  • Yes, the Borgward is more beautiful than the Senova, but what really matters: how does the box drive? And is it the NCAP?
    After the disaster with the BS6 and the Landwind I still believe in it.

    • Logically he is more beautiful. The pictures are also from the show car at the IAA. According to Aubi, the vehicle was crewed by hand at the last minute. Gave a big story about it. The series will probably be a bit miserable.

      • I can justify that. The Sonova has at the height of the door handles one of those unspeakable folds that today's cars must have to look aggressive, or was that tuberculosis (?). She's gone at the Borgward. That's why he likes me better. The other is detail return, but all of them also improve the flow of the shape.

  • I do not know, such cars are on every corner, they are called something with Q or Tiguan or Kuga or what I know how. Does that still need?

    • Borgward wants to head towards Dacia, only better equipped. I think that there is a market for it. Tiguan, Kuga and Co. play in a different class. The design may be arbitrary and does not stand out from the crowd like a SAAB. For a designer it must be hell to design a car under these conditions. He has to develop a guy that pleases everyone and is bound by a number of constraints. But he has become quite passable, I think. If quality, safety and price are right he will find his buyers. Dacia has finally conquered a piece of the market.

      • It will go in this direction, the confirmed involvement of ATU is a signal for it. A German brand name is only an advantage.

        • I do not think it's intended to target Borgward on Dacia level. And if that were so, I think the Borgwardenkel should have left the thing better. Too bad, it sounded pretty good at first, but the more you learn now how the Borgward comeback is going to go, it just scares you more and more. Old Saab technology (this is how it works here) is warmed up in some rice cooker in China, with a once-good, proud name, whose tradition has absolutely nothing to do with this Chinese pile of screws, then probably gets hijacked over the Internet and ATU does the service. If that's the case, then you'd better let the Borgward brand rest in dignity. If I hear something like that I do not need to deal with the Borgward comeback.

          • The Borgward grandson is just not a technician. He hopes that the business will go so well that it will then be possible to develop independent models. So far, however, it looks like a stillbirth to me. It lacks a bit of kick, the element of madness that Borgwards may need to distinguish. You could have really derived from the 9-3 platform also an Isabella-like slim coupe. That's a current market gap. The Scirocco does not really bring that.

          • It is really a pity that the tension is gone. Or better: the illusion. I've been thinking for a long time about whether the article should even go online. The Borgward people have made a lot of marketing so much right, because you regret it almost to write about the background.

  • Even if the information leaves a threadbare taste, the topic remains exciting. Does Borgward have the right product? Is it right in the market? Is this actually a gap in the market that Borgward can use? Does Borgward even have a chance against the established competition? The future will show.
    The car has to break away from the competition in any way. The buzzword is "Accessible Premium". Sounds like a lot of equipment for a reasonable price. That could work.
    Another thing worries me: I've seen for myself how bodies are crumpled up in China. The rust prevention is miserable. Gaps beyond good and evil. As the cars are sourced from an OEM Borgward has to pay more attention to the quality. China standard is not enough for a European customer. I would be very interested in how the X65 cuts off at this point. Does anyone have reviews?
    Maybe that's why Borgward gets more time for the European launch.

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