Borgward is back, having arrived at the Geneva Motor Show with one of its 1957 Isabella Coupes and a bag full of plans for the future.
The company has not been seen on the world stage since 1961, but describes itself as “one of Germany’s largest and most successful car manufacturers of its time”.
Founded by Carl F.W. Borgward in 1919, the carmaker built cars, buses and trucks, along with boats, electric cars and even helicopters.
And now Carl’s grandson and president of Borgward, Christian Borgward, along with business partner Karlheinz L. Knöss plan to revive the brand in a big way.
"We began shaping and designing the future of Borgward nearly ten years ago and are now ready for the next step,” Mr Knöss said last month when announcing the Geneva appearance.
“Incorporating the values and cutting-edge technologies that Borgward stood for, combined with our ambition, drive and commitment to succeed, I believe we are now perfectly placed to open up this new chapter in Borgward's history.”
Speaking in Geneva, Mr Knöss has now provided more details on what we can expect from Borgward in the future.
We’ll have to wait until the Frankfurt Motor Show to see Borward’s comeback model, where it is scheduled to go on display in production guise.
This model will be an SUV destined to go on sale in 2016. The carmaker has chosen a popular body-style in the pursuit of immediate sales to build on for the future.
From there, Borgward promises a range of models focusing on luxury and bold styling.
The carmaker has big plans for the future, with Mr Knöss telling the UK’s Autocar that an annual production run of 800,000 is planned by 2020, rising to 1.6 million by 2025.
Petrol, diesel and hybrid powerplants developed in-house will be available in future models, as the carmaker says it wants to tackle the big guns to “become one of the top players in the automotive industry”.
Mr Knöss has recruited former Saab designer Einar Hareide to pen its range of models, and Hareide promises a modern look that retains the character of Borgward’s previous models.
You may be questioning where Borgward could source the funds to facilitate its large-scale plans, and a reported link with China’s Foton brand may provide at least part of the answer.
A second new model is scheduled to appear at next year’s Geneva Motor Show.
MORE: German Brand Borgward Returning After 50-year Hiatus
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