Borgward SUV teased ahead of Frankfurt motor show debut
Revived luxury marque Borgward has handed down the first preview of its coming SUV model, set to be unveiled in September.
The new premium SUV’s coming was first confirmed in March, when it was revealed that the German brand would be brought back from the dead some 54 years since its last showroom appearance.
This week, the company has released a pair of teaser photos: one a camouflaged ‘spy photo’, the other a partial view of the new SUV, flanked by Borgward executives.
Although much about the brand’s revival is still to be confirmed, it is known that the company intends to launch first with the SUV model teased here, and reports overseas suggest that a plug-in hybrid system will be the star powertrain – if not the only option on offer.
The company has also set an ambitious goal of 800,000 annual sales by 2020.
By comparison, Volvo, a near-premium brand working to graduate into the properly premium market with its new XC90 and upcoming models, sold 465,866 vehicles globally in 2014.
Mercedes-Benz, on the other hand, moved 1.72 million passenger and sports models in 2014, while BMW – the world’s top-selling premium brand – achieved 2.1 million sales.
Like Volvo, Borgward expects much of its success to be found in the booming Chinese market, where it has partnered with commercial vehicle powerhouse Beiqi Foton Motor Company to develop its new SUV and future models.
Borgward’s target and timeline may seem like wishful thinking, but it has precedent: in its hayday, the brand sold more than one million cars.
At the time, Borgward employed more than 23,000 people, but founder Carl Borgward’s drive for more and more new models eventually led to bankruptcy in 1961.
Watch for more on the company’s plans to be revealed at September’s Frankfurt motor show.