Just fifty-four years after closing down, Borgward is back with the BX-7. And it just had to be disappointing, didn’t it?
I expected a saloon or sports car.
Autobild reports that the car will be shown at the Frankfurt IAA in late September. Autobild politely call the car a classical SUV with a lightly modernised version of the Borgward emblem. The Truth About Cars thinks it looks like a Buick crossed with a Porsche. The car has a high beltline (Autobild tells us that too) and in case you wondered what the vehicle is when it passes you, it says Borgward in huge individual letter on the bootlid. It’s 4.7 metres long (which is middle-sized). Powering the car are a 244 PS 2.0-litre turbo petrol and a 410 PS plug-in hybrid system. How much for this? €26,000 reckons Autobild.
Turning to the more important matter of my disappointment, the vehicle lacks any identifiable identity other than the huge Buick grille and the letters glued to the bootlid. Of course, they didn’t spend all those fifty-four years sketching. Borgward seem to have been inspired by Qoros and Tesla in that their new vehicle is entirely unsurprising.
I’d show an image of the back of the car if it there was anything very interesting to look at it. I do understand that even designing an inoffensive car takes a high degree of skill. This car is inoffensive. And perhaps that’s the best way to go at this stage…yet…yet. A little more chili in this particular dish might not have been a bad idea. I wonder how Borgward is going to synthesise the blandness of the BX-7 with the claim that future vehicles will be “luxurious, inventive and bold.”
If you click here you can check out the days and hours remaining to the unveiling of the car shown clearly in the photo above. Two days to go as of 12.31 on Sunday morning, Sept.12th, 2015.