A Selection of Crossover D-pillars

This is a small extra review of the state of the art in crossover D-pillars.

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The list includes the Audi Q7, Ford Edge, Volvo XC90, Borgward BX7, Buick Envision,  VW Tiguan and Mitsubishi Ground Tourer concept.

Diamond Dream, or Ruined Rhombus?

Chinese-owned, Stuttgart-headquartered Borgward AG presented an all-electric Isabella concept at the Frankfurt IAA. Is it a hubristic Frankenstein fantasy, or a worthy bearer of the revered name? 

Source: Borgward AG

Die Isabella ist tot, es lebe die Isabella.  Ein gute idee is besser als tausend Bedenken.

(The Isabella is dead, long live the Isabella.  A good idea is better than a thousand concerns.)

So said Dr. Jochen Schlüter, the fictional chairman of the living and thriving Borgward AG in Andreas B Berse’s 2006 contra-factual novel ‘Borgward Lebt’  on the occasion of the launch of the fourth generation Isabella at the Frankfurt IAA in September 1989. Continue reading “Diamond Dream, or Ruined Rhombus?”

Geneva 2016 – Posted Missing: Borgward AG

Borgward Redux – Are Diamonds Forever?

Borgward 2 March 2015 (2)
Photo: Autovia Media

On the morning of 3 March 2015, a middle-aged man from Wolfsburg, who had chosen a career in the liquor trade in preference to his father’s and grandfather’s calling to the motor industry, stood before the international media, gave a brief history of his grandfather’s business, then introduced the new venture carrying the family name. In the fifteen allotted minutes we were introduced to the venture’s CEO and “business strategist” Karlheinz L. Knöss, their designer Einar Hareide, and finally, distinguished Cooper-Borgward racer Stirling Moss. Continue reading “Geneva 2016 – Posted Missing: Borgward AG”

Borgward’s BX-7 Revealed

Just fifty-four years after closing down, Borgward is back with the BX-7. And it just had to be disappointing, didn’t it?

2016 Borgward BX-7: Autobild.de
2016 Borgward BX-7: Autobild.de

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.   Continue reading “Borgward’s BX-7 Revealed”

More Borgward News

USA Today reported that a Mercedes Benz executive, Ulrich Walker, will oversee the return of Borgward to production after a bit of a gap.

1960 Borgward P100 - was this affordable luxury? Image: www.history-of-cars.com
1960 Borgward P100 – was this affordable luxury? Image: http://www.history-of-cars.com

The article reported that Walker’s vision for the car is affordable luxury, which is rather intriguing as this translates as that class of car where there has been the most fatalities in the last few decades: Triumph, Lancia, Rover, Saab, Oldsmobile, for example. Further, mainstream brands that have had products that reached into the affordable luxury sector have been less and less successful. Continue reading “More Borgward News”

2015 Geneva Motor Show – the colours

DTW has taken a look at a lot of show cars and tried to see if there are any colour trends apparent.

Geneva Motor Show colour palette 2015
Geneva Motor Show colour palette 2015

Most of these are concept cars rather than new launches. What is noticeable is that green is a rarity. Both the greens shown here come from Bentley. The flat orange is distinctive and is from Opel´s Viva car. Notice that it is redder than the 021C orange that has been in use for a decade, made famous by Marc Newson´s Ford concept car of the same name. This orange is more of a 60s racing orange than an industrial design orange. The black or near black is used on Mercedes´ hybrid C-class which is unexpected. It´s a very ordinary shade whereas you might expect Continue reading “2015 Geneva Motor Show – the colours”

Good To Go?

Following our recent discussions on both Advertising and the Borgward revival, DTW have received an unsubstantiated transcript of a meeting between Borgward’s Head of Marketing and the Creative Director of their London-based Advertising Agency.

Storyboard B

Dieter, Dieter, Mein Herr Geezer. How goes it?

Good morning Miller. Very good to see you. Everything is fine at our end. We’re gearing up for Geneva – very confident, though a bit nervous at the same time, naturally. It is all a big step. But we must discuss the film. I showed your rough edit to the board yesterday.

So they loved it, right?

Not exactly Miller. They did not feel that it projected Borgward values.

And what are they Dieter?

As we told you before. As they always were, so will they be. Solid. Dependable. Discreet. Middle Class.

So what’s the problem? That describes the guy driving the car in the ad perfectly. It took ages to find him you know. What don’t they like? Continue reading “Good To Go?”

Death Has a Revolving Door: Here’s Borgward!

The coffin lid groans as the once lifeless corpse reanimates

borgward-geneva-motor-show-003-1

It was revealed earlier this week that Borgward, the long-dead German quality auto marque will announce their first new vehicle in over 50-years at this year’s Geneva Motor show. Borgward, who last produced cars in 1961, join Saab and Bristol amongst deceased marques making belated and in Saab’s case, serial comebacks from the grave. Although amazingly, neither have as yet produced anything tangible apart from a few blurry photographs and some vaguely muttered promises. Continue reading “Death Has a Revolving Door: Here’s Borgward!”