Chinese-owned German brand continues its push into Western markets with its range of affordable premium SUVs
23 November 2018

Reborn German car maker Borgward will begin selling its models in the UK and Ireland next year. 

The Stuttgart-based firm has entered into a strategic partnership with importer International Motors to begin importing right-hand-drive variants of its models, with a prospective start date in late 2019. 

Founded in 1919 in Bremen, Borgward rivalled manufacturers such as Mercedes-Benz throughout the 1950s, with cars such as the Hansa 1500, Isabella and P1000, before filing for bankruptcy in 1961.

Now owned by Beiqi Foton Motor, a subsidiary of Chinese giant BAIC, the reborn marque is targeting the global premium SUV market. 

Petrol-engined variants of the Audi Q3-sized BX5 and larger BX7 are already available in Europe, but Borgward will soon reveal electric versions of each, the BXi5 and BXi7, taking aim at the Jaguar I-Pace and Mercedes-Benz EQC respectively. 

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The range-topping BX7 TS was revealed at the 2017 Guangzhou motor show and went on sale in Germany in early 2018, at a competitive price of €44,200.

An SUV-coupé, the BX6, was unveiled at the Beijing motor show earlier this year, with a right-hand-drive variant planned for South Africa. 

Borgward’s entry into the British and Irish markets will follow similar launches in other international markets, including Russia and the Middle East, as the company expands westwards.

Birmingham-based International Motors is already responsible for bringing cars from East Asia to the UK, currently holding contracts with Great Wall, Isuzu and Subaru, and previously introduced Hyundai and Ssangyong.

Prices and details for the UK-bound Borgward models have not been announced, but they are likely to cost less than those of primary competitors such as BMW and Audi

Read more

Borgward BX7 2017 review

Borgward Isabella revealed as electric four-door design concept

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Comments
20

23 November 2018

International Motors = a good call. From the outside, an organisation with smart people and a history of astute business decisions.

Plus, with Great Wall having disappeared from the UK (who knows for how long), they have a gap to fill.

However... I wouldn't say that 90% of their dealer premises (Subaru/Isuzu) are either sufficiently polished and/or in the right locations to support the aspirations of an unknown wannabe premium brand. And why would you pick this over a Forester?

That said, I wish them the very best of luck.

23 November 2018
XLR8 wrote:

International Motors = a good call. From the outside, an organisation with smart people and a history of astute business decisions.

Plus, with Great Wall having disappeared from the UK (who knows for how long), they have a gap to fill.

However... I wouldn't say that 90% of their dealer premises (Subaru/Isuzu) are either sufficiently polished and/or in the right locations to support the aspirations of an unknown wannabe premium brand. And why would you pick this over a Forester?

That said, I wish them the very best of luck.

 

Indeed a very rich history. Their transmissions I think probably still used all over the world. Anyone elnlighten me on that score? Meanwhile good to see its coming to Russia, The likes of SSangyong etc need to be put back in their place. If they are priced closer to Mazda CX7 and a tad more than the Outlander then its going to be a good deal. After all, its made in Germany, and that has its quodos

what's life without imagination

23 November 2018
5wheels wrote:

XLR8 wrote:

International Motors = a good call. From the outside, an organisation with smart people and a history of astute business decisions.

Plus, with Great Wall having disappeared from the UK (who knows for how long), they have a gap to fill.

However... I wouldn't say that 90% of their dealer premises (Subaru/Isuzu) are either sufficiently polished and/or in the right locations to support the aspirations of an unknown wannabe premium brand. And why would you pick this over a Forester?

That said, I wish them the very best of luck.

 

Indeed a very rich history. Their transmissions I think probably still used all over the world. Anyone elnlighten me on that score? Meanwhile good to see its coming to Russia, The likes of SSangyong etc need to be put back in their place. If they are priced closer to Mazda CX7 and a tad more than the Outlander then its going to be a good deal. After all, its made in Germany, and that has its quodos

I don't think these are made in Germany.

23 November 2018
Citroen are ok with this i assume...

23 November 2018

This SUV range uses the Borgward name but not its heritage.

In any case I only rememebr Borgward because of its stylish Isabella coupe.

23 November 2018
abkq wrote:

This SUV range uses the Borgward name but not its heritage.

In any case I only rememebr Borgward because of its stylish Isabella coupe.

Quite so. Moreover, it is a bit presumptuous of Borgward to describe the company as a "premium" competitor to Audi and BMW (if indeed they did so).  Borgward may be a lower priced alternative, but so are many other mainstream brands with a much stronger market presence.  Its also a shame that they chose to copy the Q5 rather than produce something genuinely different.  Good luck to them, and to International Motors, but early customers will be taking something of a gamble, particularly if they are cash rather than PCP buyers.

2 December 2018
I was reading your article and wondered if you had considered creating an ebook on this subject. Your writing would sell it fast. You have a lot of writing talent. Umzug Olten

23 November 2018

It's all about where a car is made.  Would you trust your kids in a car that's made in China?  If so, good for you - I would not.  I see appalling levels of Chinese 'engineering' every week.  If they can't make a decent light (lamp) fitting, then they can't make a car.  Seriously, we've still yet to see a Chinese product, made by a Chinese company, that is regarded as a quality item.  Not a single, solitary, product.

I say my bit, then go. So although I'm interested in what you may initially say, I don't care what you think about what I've written, so I won't read whatever your reply is.

FMS

23 November 2018
That bloke wrote:

It's all about where a car is made.  Would you trust your kids in a car that's made in China?  If so, good for you - I would not.  I see appalling levels of Chinese 'engineering' every week.  If they can't make a decent light (lamp) fitting, then they can't make a car.  Seriously, we've still yet to see a Chinese product, made by a Chinese company, that is regarded as a quality item.  Not a single, solitary, product.

 

Not the only one to have read your ill-informed, inaccurate and plain lazy posts. Any car sold new in the UK, MUST pass various tests and uphold minimum standards, in order to obtain necessary certification. Contact SMMT for information, this should have been done by you, before some other idiot let you loose on a keyboard.

 

Define "we"?.

 

Millions of european citizens buy millions of Chinese origin products, knowingly or not and are happy with them...unless that is you have personally bought, tested and inspected at a professional level of safety, each and every item imported from that country...well, have you?. Pity your kids having you as an example to follow, with your narrow minded, ludicrous, nonsensical views.

289

24 November 2018

I am afraid 'That Bloke' who you just attacked was telling the truth.

I have yet to see anything 'made in China' worth buying.

Sadly nearly all the big names where your money was reliably spent are now building in the far east to save costs, but their engineering integrity has gone out of the window.

China has no concept of 'well built'....more 'that'll do' just as they have no concept of the laws of patent. They simply dont care because they know that they are too removed from Europe to be sued.

Its a joke....worse the options for those of us who would rather pay a little extra to avoid this crap are narrowing. It is now virtually impossible to buy non-chinese. What happened to the integrity of Bosch/Braun etc. for example.....made in asia is the answer.

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