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