Borgward to debut in M’sia this month, with CKD plans

Borgward to debut in M’sia this month, with CKD plans

Here’s something unexpected. There will soon be a new car brand in Malaysia and it’s Borgward. The Chinese carmaker with the German name will make its ASEAN debut in Malaysia, where the brand will be introduced later this month at the Malaysia Autoshow 2018.

According to The Malaysian Reserve, Borgward will launch two new models and have a signing ceremony of its ASEAN distributorship network at the show. The two models are the BX5 and BX7 SUVs.

“The SUV launches are for the ASEAN market. Additionally, Borgward will appoint its official distribution arms for the region, where more than 100 of them will come to the autoshow and receive the distributorship certificates,” Malaysia Automotive Institute CEO Datuk Madani Sahari said on Monday.

What’s even more surprising is the little-known brand, brought in by local partner Go Exim, has plans for CKD local assembly. Madani said Borgward will be deciding on the location of its factory soon, and that the newly created automotive hub in Bagan Datoh, Perak, is a potential site.

Founded in 1919, the Bremen-based carmaker went bankrupt in 1961 after producing 200,000 cars and racing at Le Mans and Nurburgring. Its 2015 revival – apparently ten years in the making – happened when Foton, China’s biggest commercial vehicle and truck company, purchased the name from Christian Borgward, the grandson of the company’s founder.

The BX7 midsize SUV was first unveiled at the 2015 Frankfurt Motor Show. In China, it’s positioned by its maker 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. The 4.7m seven-seater is powered by a 224 hp/300 Nm 2.0 litre turbo engine paired to a six-speed auto transmission.

The BX5 is a more compact 4.5m five-seat SUV that surfaced a year later in Geneva. It’s powered by a 1.8 litre turbo unit with 190 hp and 280 Nm of torque, mated to a six-speed auto and AWD.

GALLERY: Borgward BX7

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Danny Tan

Danny Tan loves driving as much as he loves a certain herbal meat soup, and sweet engine music as much as drum beats. He has been in the auto industry since 2006, previously filling the pages of two motoring magazines before joining this website. Enjoys detailing the experience more than the technical details.

 

Comments

  • Leonardo on Apr 04, 2018 at 12:44 pm

    wait for Proton X7 SUV.

    Like or Dislike: Thumb up 25 Thumb down 6
  • shamel on Apr 04, 2018 at 12:47 pm

    Sell here under 87K

    Like or Dislike: Thumb up 19 Thumb down 2
  • Abisla. Germany dah jual to China.

    Like or Dislike: Thumb up 74 Thumb down 61
    • 12yrsold on Apr 04, 2018 at 1:50 pm

      Tak apa, German masih ada Mercedes/BMW/VW/Porsche.

      Like or Dislike: Thumb up 57 Thumb down 28
      • Abislah lagi dah kena jual.
        https://paultan.org/2018/02/26/li-shufu-zhejiang-geely-holding-founder-is-now-daimlers-biggest-shareholder-with-9-69-stake/

        Or almost jual.
        https://paultan.org/2018/03/13/geely-was-looking-at-bmw-before-buying-into-daimler/

        Like or Dislike: Thumb up 34 Thumb down 17
        • 12yrsold on Apr 04, 2018 at 4:59 pm

          Having less than 10% share does not GUARANTEE anything. U need more than 50% to change/win.

          Anyone can “LOOK” at BMW but that does not mean they can buy into BMW.

          Like or Dislike: Thumb up 26 Thumb down 19
          • Learn corporate shareholder rights. A major shareholder has veto on any BoD decision.

            Like or Dislike: Thumb up 36 Thumb down 18
          • GangnamBrothers on Apr 04, 2018 at 5:47 pm

            Thats where you did not ready Daimler press statement when they announced Geely’s 9%. They mentioned clearly that this arrangement does not come with veto rights, as agreed by the board when Geely wanted to acquire the shares. Meaning although Geely is the single biggest sharholder by individual rights, the largest shareholders of Daimler-meaning the corporate shareholders; will still decide all the management decisions for Daimler. So Daimler shareholders effectively shut out Geely from the decision making process at Daimler.

            Like or Dislike: Thumb up 21 Thumb down 12
          • That’s what they said to placate German government and their own shareholders. It’s like when they have minority ownership of Proton but have the power to elect CEO and decide on directions of the company. Who says it can’t be done some other time.

            There’s a reason why Geely stopped acquiring more shares. They seen it’s not necessary for what they need to do.

            Like or Dislike: Thumb up 25 Thumb down 11
          • GangnamBrothers on Apr 04, 2018 at 7:59 pm

            I believe Alan is John and John is Alan. John/Alan – Its an official press release by a Global Fortune 500 company. Its not some government owned or controlled entity in a small country. Therefore it is not “what they said to please German shareholders”. It is the “actual statement” for global markets.

            Like or Dislike: Thumb up 7 Thumb down 3
          • Hehehe. Such naive thoughts from a no named person. If I were any wiser, I would say you’re the resident troll with the many names.
            Anyways I digress, issuing press statements to calm down dissenters or put pressure is normal in business dealings. Western Digital had threatened Toshiba on the sale of their chip business, and Geely had threatened to pull out prior to purchasing Proton. It’s all part of the game and you’re naive enough to believe it. How cute.

            Like or Dislike: Thumb up 4 Thumb down 5
          • cynical on Apr 04, 2018 at 10:52 pm

            John a.k.a Alan already shut up, no doubt still trying to think how to spin this. Next time think before typing, nanti malu sendiri

            Like or Dislike: Thumb up 5 Thumb down 3
          • Just cuz bro Alan speaking of truth, u cant accept. Well tough. Welcome to real world.

            Like or Dislike: Thumb up 2 Thumb down 3
    • Hai-Kal on Apr 04, 2018 at 2:31 pm

      From 1930 to 1960s, there were so many pre-war German brands that could not sustain post-war ideas and technology. Thats the reason for this brand’s death in the 1960s. Therefore this is no longer a German brand similar to Opel. They are now considered foreign brands operating from within Germany. In this case, its a Chinese brand operating from Germany.

      Like or Dislike: Thumb up 23 Thumb down 2
  • BOYRACER on Apr 04, 2018 at 12:51 pm

    The brand Borgward is not very well known in this part of the world.We are more familiar with British brands.German brands like BMW,Mercedes,Audi,VW n Porsche are of course very well known too.I remember only the Borgward Isabella.
    Anyway it’s commendable that the Chinese are going to bring in this model.

    Like or Dislike: Thumb up 9 Thumb down 2
  • Guan yin ma on Apr 04, 2018 at 12:54 pm

    Sorry mate, you will end up like HAVAL. The <RM100k C segment SUV market will be dominated by PROTON BOYUE.

    Like or Dislike: Thumb up 12 Thumb down 13
    • Kenneth Tee on Apr 04, 2018 at 1:04 pm

      Concur. Registered interest for PROTON BOYUE. Lotus Ride and Handling

      Like or Dislike: Thumb up 8 Thumb down 2
    • kzm (Member) on Apr 04, 2018 at 3:00 pm

      endup well or not..pipu will get more option than regular offering.

      Like or Dislike: Thumb up 13 Thumb down 0
    • P1, Geely, Mesidis, VolvoCar, VolvoTruck, Lotus > all

      Like or Dislike: Thumb up 5 Thumb down 1
  • needs a full on review,
    and comparison with rivals within same price bracket

    Like or Dislike: Thumb up 4 Thumb down 0
    • rchoo on Apr 04, 2018 at 3:49 pm

      Go to Chinese Site 新浪 there will be lots of info on Borgward and others too. The Chinese are coming.

      Like or Dislike: Thumb up 3 Thumb down 0
  • awg1031 on Apr 04, 2018 at 1:31 pm

    hey, that red 1 looks real nice

    Like or Dislike: Thumb up 3 Thumb down 0
  • Woot Woot on Apr 04, 2018 at 1:32 pm

    Go Auto

    Like or Dislike: Thumb up 4 Thumb down 0
  • Middle Age Driver (Member) on Apr 04, 2018 at 2:07 pm

    Great let’s see the selling price.

    Like or Dislike: Thumb up 3 Thumb down 0
  • thepolygonal on Apr 04, 2018 at 3:08 pm

    Wow… thought it was an updated GLC on the first picture. The red one got the correct proportions of a sporty looking SUV from the back.

    Like or Dislike: Thumb up 7 Thumb down 0
  • Benard on Apr 04, 2018 at 3:24 pm

    Is this Madani guy a paid by the gomen to be a spokesman for the Green Orange Group? Great Wall also he announce, HAVAL also he amnounce, now Bogward?

    Like or Dislike: Thumb up 3 Thumb down 2
    • He announce in his capacity as Malaysia Automotive Institute CEO

      Like or Dislike: Thumb up 3 Thumb down 2
  • time for Go Exim phase out Haval brand ^^

    Like or Dislike: Thumb up 0 Thumb down 0
  • Danny, mind to share further details?

    Like or Dislike: Thumb up 0 Thumb down 0
  • Remind me of a certain british brand bought by chinese company..they were in Malaysia for awhile then disappeared. In Saudi this particular brand changed dealership twice already…so don’t pin your hope on the tag “german brand”..it is still chinese made..

    Like or Dislike: Thumb up 0 Thumb down 0
  • Hahaha on Apr 05, 2018 at 5:00 pm

    German branded katanya

    Like or Dislike: Thumb up 0 Thumb down 0
  • Walter Ty on Apr 06, 2018 at 1:53 pm

    Borgward previously had a distributor in Malaysia when the country was newly independent from the U.K. & called Malaya – Asia Motors, which also handled Peugeot & later on, Mazda. A Federation of Malaya yearbook from 1961 had an advert for both Borgward & Peugeot under the Asia Motors banner.

    Like or Dislike: Thumb up 3 Thumb down 0
 

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