Borgward has its origins in Germany as a car brand which has been out of circulation for almost half a century. With help of Chinese investment, the brand has been brought back to life and in terms of brand and product acceptance has made relatively a successful entry on the domestic Chinese market.
The brand is reportedly finalizing the preparations for its European launch, scheduled for the first quarter of 2018. The first model Borgward will offer in Europe will be the Audi Q5 sized BX7 crossover, which was revealed during the 2015 Frankfurt Motor Show. The model has been homologated for the European market in left-hand drive configuration and is virtually ready for its market launch.
However, Borgward also realises that brand awareness is low amongst European consumers and hence marketing will adopt an unusual strategy. The company will focus its efforts towards creating an online sales network, rather than a classical dealership network with showrooms.
The decently proportioned and European designed AWD BX7 is powered by a 224hp 2.0-litre turbocharged petrol engine with 224hp and 300Nm of torque. Power is channelled to all four wheels through a dual-clutch automatic gearbox. This setup provides a decent 0-100km/h acceleration time under 10secs and a top speed in excess of 200km/h. After launching the brand in mainland Europe, Borgward will work on a right hand drive model of its smaller crossover, the BX5 for UK.