Borgward (Chinese car brand)

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Borgward
Borgward Logo at the IAA 2017.jpg

Owner / user Ucar / Beiqi Foton Motor

owner Ucar / Foton
Introductory year 2016
Products Automobiles
Markets People's Republic of China and others
Borgward BX7
Borgward BX5
Borgward Isabella Concept at the IAA 2017

Borgward is a car brand from the People's Republic of China . It refers to the tradition of the German company Borgward .

Brand history

Christian Borgward owned the trademark rights. He wanted to revive the brand of his grandfather Carl Friedrich Wilhelm Borgward . To do this, he needed support. He sold the brand to Beiqi Foton Motor in 2014 . This is a manufacturer of trucks from Beijing that the Beijing Automotive Group belongs. A source suggests that Foton hoped to get the state license to build passenger cars by purchasing the western brand . The Borgward Group has been the European headquarters in Stuttgart since 2015 . The sales company Borgward China was founded in March 2016 . The first model was launched in China in July 2016. The registrations in the first four years were between 30,000 and 45,000 vehicles annually.

From mid-October 2018, Foton offered its shares in the brand for sale. In December 2018, Changsheng acquired Xingye Enterprise Management Advisory , a newly formed consulting firm, 67% of the shares for 3.97 billion yuan . Another source gives the name Changsheng Xingye (Xiamen) Enterprise Management Consulting .

On January 2, 2019, it was reported that the relatively young company Ucar acquired these shares for 508 million euros . Another source cites 4.11 billion renminbi and states that Ucar is also based in Beijing.

The vehicles are also offered in Germany . Auto -teile-Unger serviced the cars. However, the collaboration ended on January 1, 2020. From January 1, 2020, the Autodis Group from Luxembourg took over the supply of spare parts and customer service, after a cooperation with Sixt also failed.

In 2018 there were plans to offer the vehicles in additional markets: in 2018 in Iceland and Luxembourg, in 2019 in the Baltic States , Austria , Switzerland and Scandinavia and in 2020 in France , Italy , Portugal and Spain .

The establishment on the European market was quietly rejected. According to reports, it is no longer possible to request an offer for the model, the BX7 , which can only be ordered online anyway , nor to arrange a test drive. Even looking after existing customers for their service intervals proves to be difficult. A customer reported that former employees from Stuttgart had now personally supplied his vehicle with the software update, but the headquarters in Stuttgart have since been given up. It is speculated that the move to Europe only served marketing purposes for the domestic Chinese market. This is accompanied by allegations of fraud by Ucar boss Lu Zhengyao and the expiry of the reservation period for a site in Bremen that was planned as a site for a plant. The balance is also sobering: In 2019, just 9 vehicles were registered in Germany, in China this number is also in the lower four-digit range for the first half of 2020.

vehicles

So far, only SUVs have been offered .

The first model is the BX7 . It has been on sale in China since July 2016.

The BX5 was added to the range in April 2017 .

The BX6 was added in May 2018 .

In January 2020, the BX3 came onto the Chinese market.

At the IAA 2017 in Frankfurt am Main , the Borgward Isabella Concept, a sedan that remained a prototype , was presented.

Registration numbers

year Registration numbers in China
2016 30,015
2017 44,380
2018 32,942
2019 45,321

For Germany, a source from December 2019 estimates a low three-digit number.

Web links

Commons : Borgward  - collection of images, videos and audio files

Individual evidence

  1. ↑ Nikolaus Doll, Johnny Erling: Is there a Chinese company behind Borgward? On: welt.de from March 22, 2015 (accessed June 13, 2020)
  2. ↑ Danny Tan: Borgward China established - Beijing plant ready for production, BX7 SUV sales start next month from March 18, 2016. (English, accessed June 13, 2020)
  3. ↑ a b Borgward Sales Data & Trends for the Chinese Automotive Market (accessed June 13, 2020)
  4. ↑ a b Stefan Lakeband: New owner for Borgward Auf: Weser-Kurier from January 2, 2019 (accessed on June 13, 2020)
  5. ↑ a b Herbie Schmidt: Sold again: German car brand Borgward becomes a Chinese challenge cup Auf: Neue Zürcher Zeitung on March 28, 2019 (accessed on June 13, 2020)
  6. ↑ Can new funder revitalize Borgward for third time? From January 3, 2019 (accessed June 13, 2020)
  7. ↑ a b Andreas Wehner: Borgward market launch with online ordering, Brandcenter and ATU from June 25, 2018 (accessed on June 13, 2020)
  8. ↑ a b c Andreas Wehner: Borgward and ATU end cooperation from December 12, 2019 (accessed on June 13, 2020)
  9. ↑ Borgward at the end - the second death of the traditional brand. In: auto, motor and sport. Motor Presse Stuttgart GmbH & Co. KG, August 28, 2020, accessed on August 28, 2020 .
  10. ↑ Borgward BX7 China Sales Figures (accessed June 13, 2020)
  11. ↑ Borgward BX5 China Sales Figures (accessed June 13, 2020)
  12. ↑ Borgward BX6 China Sales Figures (accessed June 13, 2020)
  13. ↑ Borgward BX3 China Sales Figures (accessed June 13, 2020)