Borgward Teases Comeback SUV Ahead Of Frankfurt Unveiling

The reborn Borgward brand has teased its first new model in over five decades as it plans to re-join the automotive manufacturing world.

As previously revealed, the new model will be an SUV. Borgward is clearly looking to capitalise on the booming category which has seen sales soar in numerous markets around the world (including Australia).

Little else is known about the comeback model, but reports out of Europe suggest the SUV will feature a plug-in hybrid variant.

It is believed that Borgward’s plan is to launch the new model into the Chinese market; the carmaker has signed ex-Daimler China boss Ulrich Walker and been linked with Chinese carmaker Foton.

Early sales success in China for its bread-and-butter SUV could see the cash rolling in quickly for Borgward - depending on where the Chinese economy goes from here.

If it can get a foothold there with a bread-and-butter model, and become profitable, the company may be able to expand its range more quickly than having to rely on the lower volumes that would likely flow from a higher-spec entry to the market.