Borgward to launch a new car after 5 decades

Borgward, the German automotive brand that went bankrupt way back in 1961, is set to make a comeback with an all-new SUV next year. In collaboration with Beijing-headquartered Foton Motor, the historic brand is now lead by Christian Borgward- grandson of the founder Carl F. W. Borgward, and ex-Daimler China boss Ulrich Walker is also part of their core team. 

The Borgward came into limelight quite recently after it showed off one of its original Isabella Coupes of the 1950s and confirmed plans for a new model in 2016. The model has now been confirmed to be an SUV destined to make its first public debut at Frankfurt Auto Show in September. The model is expected to target the Chinese market initially followed by more established markets such as Europe. 

If this bread-and-butter model helps the company to fetch good sales and turn it profitable, then a range of luxury models, for which Borgwards have always been associated with, will become reality in coming few years.

With a Chinese partner on-board, it’s very much possible that the modern Borgwards might be manufactured in China, though nothing official is out yet. Currently based out of Stuttgart, Germany, the company has manpower of around 1,000 working in their facility.

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