Borgward Displays Past, Announces Plans For Future In Geneva


When we learned China's Foton was going to officially relaunch—after half a century of dormancy—Germany's Borgward marque at the 2015 Geneva Motor Show, we thought the company's long-rumored concept might finally be ready for prime time.

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But as opposed to any 21st century sheet metal, the spotlight was on a gorgeous two-tone 1957 Isabella Coupe. We'll have to wait until the 2015 Frankfurt Auto Show—scheduled for September—to get a first glimpse of what a reborn Borgward will look like. There were, however, some specifics about the corporate organization and what we can expect to see from Borgward in the coming years.

The company will be headquartered in Stuttgart, Germany. Christian Borgward—grandson of the company founder—is still involved with the brand, and the plans for its lineup involve a full range of vehicles. According to the press release, "accessible premium quality" vehicles featuring electric and hybrid powertrains will be key elements:

"Borgward is working on a state-of-the-art e-mobility system, details of which will emerge in the coming months," the release read. "Needless to say, the system combines the benefits of greater fuel economy, reduced emissions, enhanced performance, greater safety, and optimum traction."

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Of course, it wouldn't be a proper press release without a bunch of bombast and borderline-incomprehensible jargon:

"Borgward's innovative telematic concept called Multiple Interaction will similarly change the way you think about the car—-the Borgward will become your personal assistant, companion, entertainer, information provider, and caretaker wherever you are."

While the concept of machines as companions feels more Japanese than German, one thing is clear: If Borgward wants to graduate from borderline vaporware status and become anything more than a niche player, it's going to have to launch some truly compelling product.

Because after a 55-year hiatus, it's safe to say name recognition won't get it too far.

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