borgward1

The revived German brand targeting China with SUVs, Borgward, is ready for business after sales company Borgward China Co Ltd was officially established this month. The company’s new plant in Beijing is ready for production and the BX7 will be launched in China at next month’s Beijing Auto Show. The BX5 and BX6 TS will also be on display in the Chinese capital.

The company has a “B-G-W global strategy” that focuses on “interconnection and resource sharing”. The letters B-G-W stand for “Borgward brand heritage”, “German engineering” and “Worldwide footprint”.

“In order to respond in real-time to changes in the market and in personalised consumer demands, we will focus on building an intelligent production system and connected production facilities,” said Borgward chairman and CEO Ulrich Walker.

borgward-bx7-official-photos-13

For a brand that very few have heard of, Borgward has big ambitions. Its 1.10 million square metres plant has a maximum annual capacity of 160,000 units, which can be increase to 360,000 units in the second phase, the company claims. Its stakeholder and local partner is Beiqi Foton Motor Company, known for trucks, but Borgward promises quality.

“We are building an advanced platform and a modular production system based on the smart manufacturing model,” said Walker. Apparently, the new plant is based on the “German Industry 4.0” concept, and will strictly comply with the most rigorous German manufacturing and quality management system standards. It also utilises the “Borgward global verification system”, with each model subjected to extensive testing.

The first product will be the BX7 SUV that made its debut at Frankfurt 2015. It will be positioned in China as a “German branded, wide-bodied intelligent SUV” that combines rigorous German engineering, advanced technology, reliability, a distinct sporty wide body and outstanding performance and safety, Borgward says.

Borgward will be displaying the BX5 and BX6 TS concept SUVs at next month’s Beijing show

At its debut, the BX7 was announced with a 2.0 litre turbo engine with 224 PS and 300 Nm, coupled to a seven-speed dual-clutch auto transmission and all-wheel drive. The company claims 0-100 km/h in around 10 seconds and a top speed of 200 km/h.

“We have successfully established partnerships with nearly 100 dealers to date. Moreover, this dealer network is expected to grow to 120 dealers by the end of 2016, and 200 in 2017, covering key cities of the Chinese market,” Walker said.

GALLERY: Borgward BX7