Borgward Group
| Borgward Group
|
|
|---|---|
 |
|
| legal form | GmbH |
| founding | 2010 |
| Seat | Stuttgart , Germany |
| management | Liangyun Chen |
| Branch | Automotive industry |
| Website | www.borgward.com |
The Borgward Group is a company based in Stuttgart that has been part of the Chinese mobility company Ucar since January 2019 . The company has revived the traditional brand Borgward , which disappeared in 1963 after bankruptcy. Various SUV models are planned .
Revitalization of the Borgward brand
Since 2005, Christian Borgward, the grandson of Carl FW Borgwards , has been working together with Karlheinz L. Knöss, a former Daimler press spokesman, on the return of Borgward automobiles. On May 21, 2008 both founded Borgward AG in Lucerne ( Switzerland ) . In March 2014, the trademark rights to Borgward were sold to the Chinese company Beiqi Foton Motor . Foton announced that it would again bring cars to market under the Borgward name from 2015.
On May 7, 2015. from the established 27 December 2010 Foton Germany Auto-Tech Engineering GmbH , the Borg Ward Group AG . The company can be seen as the European headquarters. The seat is in the City Gate in Stuttgart .
In March 2016, Borgward China Co. Ltd. founded. The production of the first vehicles started in 2016 in a new plant in Beijing , sales for the People's Republic of China should start in April 2016 at the Beijing Auto Show . More than 30,000 vehicles were sold in 2016. By June 2018, a total of 100,000 cars had been sold in China and the vehicles were also sold in Southeast Asia, South America and the Middle East. Sales in Germany are to take place online. The vehicles will be presented and test drives will be made possible via a “Brand Center” in Stuttgart and other cities and “Roadshows” in which the vehicles will be shown to customers at different locations. The maintenance and spare parts logistics are to be taken over by the cooperation partner ATU .
In January 2019 it became known that the parent company Foton had sold the majority of its Borgward stake to the Chinese startup company Ucar. The purchase price is said to have been around 500 million euros. The intended return of Borgward production to the old headquarters in Bremen will not be pursued further due to the change in shareholders.
On July 25, 2019, the conversion from the stock corporation into the Borgward Group GmbH took place . On October 17, 2019, Liangyun Chen replaced the previous managing director Baiyin Wang.
Sales crisis
In July 2017, an immense sales crisis began for Borgward in the Chinese home market. While the Chinese car market grew by 4% and the SUV segment, in which the two Borgward models are represented, by as much as 15.5%, Borgward suffered heavy losses in the months of July to October. The slump began in July with a significant minus of 21% and continued into August (−40%), September (−41%) and October (−21%). It is particularly problematic that the high-margin top model, the BX7, is primarily affected by this decline, with a minus of 84% in October. For 2017 as a whole, the increase was 79 percent, but this effect was mainly due to the fact that Borgward has only been on the market since mid-2016 and therefore the first few months of the year have no year-on-year comparison. In addition, the small BX5 model wasn't introduced until the beginning of the year.
Borgward Trademark Holdings GmbH
Borgward Trademark Holdings GmbH belongs to the group. Their purposes are acquisition, sale and management of intellectual property rights such as B. Trademarks and patent rights, permission-free advice on participation in companies, the import and export of goods and services as well as the transfer of and investment in technology and know-how . It holds the rights to the logos of the Borgward , Lloyd and Goliath brands , the naming rights for Isabella , Hansa and Lloyd , as well as numerous utility models for automotive technology.
Cooperations
The development of gasoline and diesel engines for the new models has been carried out together with the Aachen-based engineering service provider FEV GmbH since 2010 . A total of four petrol and diesel engines were developed and prepared for series production. In September 2015 it was announced that the cooperation would be deepened as a long-term strategic partnership. To this end, Borgward will found an institute for engine research in Aachen with 40 to 50 employees.
Models
At the IAA 2015 in Frankfurt am Main, an SUV named "Borgward BX7" was presented, which has been on sale in China since summer 2016 . The smaller BX5 followed at the Geneva Motor Show 2016 and the BX6 TS based on it. At the IAA 2017, the manufacturer presented the “Isabella Concept”, the design study of a possible sports coupé from the brand. The Borgward BX3 was presented at the end of 2019.
Web links
Individual evidence
- ^ Automobile history: Borgward - on the rise and fall of a car legend. Retrieved July 4, 2019 .
- ↑ a b c d Oliver Schmale: Borgward is trying his luck again in Germany . In: FAZ . June 25, 2018, ISSN 0174-4909 ( faz.net [accessed June 25, 2018]).
- ↑ Sebastian Manz: The new Borgward is being developed in Lucerne. weser-kurier.de, February 13, 2010, archived from the original on November 24, 2010 ; Retrieved November 1, 2013 .
- ↑ Cult brand Borgward before sensational comeback on www.t-online.de, February 5, 2015 Retrieved February 5, 2015
- ↑ a b c information from North Data (accessed June 13, 2020)
- ↑ Headquarters in Stuttgart: Borgward moves into the City Gate. Stuttgarter Zeitung online, July 14, 2015
- ↑ BORGWARD Group AG officially starts in China. March 17, 2016, accessed March 21, 2016 .
- ↑ Borgward BX7. Retrieved April 2, 2017 .
- ↑ Foton sells majority - new owner for Borgward. Weser Kurier online, January 2, 2019
- ↑ Economic development: Borgward is not building in Bremen. Retrieved July 4, 2019 .
- ↑ Wikinews: Another drop in sales for Borgward in August
- ↑ China October 2017: Geely and Baojun post all-time record volumes
- ↑ DPMA trademark search, applicant / owner "borgward trademark"
- ↑ DPMA patents and utility models, applicant / owner / inventor "borgward trademark"
- ↑ Comeback: Borgward cooperates with FEV. Automobilwoche, September 9, 2015, accessed on March 11, 2016 .
- ^ First picture of the new Borgward SUV
- ↑ Holger Wittich, Kai Klauder: The Borgward brand is returning: Borgward BX7 - SUV with a good 200 hp at the IAA. auto motor und sport online, September 8, 2015