Last year, we told you about defunct Borgward rising from the ashes to sell in Germany and China a Porsche-Buick three-row lovechild starting in 2017.
Now it appears that the automaker with a name that only the Swedish Chef from “The Muppets” could love has something else to show in Geneva.
The automaker announced Tuesday that it had “more than a world premiere” scheduled for Feb. 29 ahead of the Geneva International Motor Show.
The announcement could be a plug-in hybrid version of the BX 7 shown in Frankfurt last year, which is reportedly on the way, or a closer-to-production model of its BX 7. The car shown off last year differed slightly from the initial pictures of the SUV.
Nonetheless, the automaker appears to have some traction with its promise of a three-row SUV powered by a turbocharged 2-liter four in Europe and China — although the latter country’s appetite for luxury cars seems to be fading.
Borgward announced it would plan to sell 800,000 SUVs by 2020, but didn’t say if it would try to re-enter the North American market after a 60-year hiatus.
This will really date me – the little dealership where our family bought a 1960 BMW 700 Sedan also sold Borgwards and usually had an Isabella on the showroom floor – along with an NSU Prinz coupe.
I have a NSU 1000 and TT! :)
It looks like a Hondabishi… I guess China’s auto industry is still in copycat mode. (Will that ever change?)
Reading their history it seems pretty clear that BMW had a hand in shutting down their operation along with the creditors who wanted out before the risk of collapse truly materialized. But the SUV looks good and certainly looks like it’s aimed squarely at the Chinese market.
The question is though, can the Chinese market absorb it when they’re facing financial ruin due to their own insistence at double-digit growth for too long….
“Holy Smokes, Batman!” 800,000 by 2020. They used to have military jargon for that. It’s called MIRV – Multiple Independently Targetable Reentry (but not in the the U.S.) Vehicle.
“Borgward announced it would plan to sell 800,000 SUVs by 2020”
Sounds a lot like Volkswagen’s plan, circa 2012.
“more than a world premiere”… is that a solar premiere, or galactic, maybe?
VW, went on to become No1 Borgward sounds like those one off a Supercar makers
Newsflash–Borgward announces the new economy cuv–the Borgward Hogwart.
Lower picture: Grill inspired by the Hongqi L5?
I happen to think it looks great. Im not a CUV fan, but a luxury sedan with similar styling would be cool.
Would’t you really have a Borgward? No, then how about a Chinese Buick. Coming soon to a dealer near you.
I will love it if this nameplate makes a successful come back .
-Nate