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
wait for Proton X7 SUV.
Sell here under 87K
Abisla. Germany dah jual to China.
Tak apa, German masih ada Mercedes/BMW/VW/Porsche.
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/
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.
Learn corporate shareholder rights. A major shareholder has veto on any BoD decision.
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.
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.
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.
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.
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
Just cuz bro Alan speaking of truth, u cant accept. Well tough. Welcome to real world.
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.
Opel wasnt sold. It was eaten up by the Allies after WW2.
Read what he said above John. Dont comment blindly
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.
Sorry mate, you will end up like HAVAL. The <RM100k C segment SUV market will be dominated by PROTON BOYUE.
Concur. Registered interest for PROTON BOYUE. Lotus Ride and Handling
endup well or not..pipu will get more option than regular offering.
P1, Geely, Mesidis, VolvoCar, VolvoTruck, Lotus > all
needs a full on review,
and comparison with rivals within same price bracket
Go to Chinese Site 新浪 there will be lots of info on Borgward and others too. The Chinese are coming.
hey, that red 1 looks real nice
Go Auto
Great let’s see the selling price.
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.
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?
He announce in his capacity as Malaysia Automotive Institute CEO
time for Go Exim phase out Haval brand ^^
Danny, mind to share further details?
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..
German branded katanya
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.