Once-defunct car firm Borgward will re-enter the automotive industry with a new range of models this year, and will present its first model at the Frankfurt motor show in September.
Re-launching the German brand after an absence of more than 50 years, Borgward officials told journalists at the Geneva motor show they will bring a range of “luxurious, inventive and bold,” models to market.
Following the unveiling of the first model, Borgward says it will introduce up to three new cars annually. The firm’s initial focus will be on Germany and emerging markets - understood to include China and the Middle East - where Borgward will set up local manufacturing plants. For now, the company will make its headquarters in Stuttgart.
While details on Borgward’s future styling and powertrain developments haven’t been revealed, the company has said it is working on a plug-in hybrid system, suggesting that at least part of its upcoming model range will be electrified.
The company is also placing a big focus on in-car connectivity, promising that its telematics concept, dubbed “Multiple Interaction”, will “change the way you think about the car".
The revival of the firm is being led by Christian Borgward, grandson of company founded by Carl F W Borgward. He said: “We are rolling out Borgward cars that are worthy of the name because they are luxurious, inventive, and bold. Just like those of my grandfather.”
Borgward CEO Karlheinz L. Knoss said: “When I first began discussing the idea with Christian Borgward, we kept asking ourselves the same question: “What would have happened if Borgward had endured?