Two carmakers go head to head over a bright, shiny object.
Diamonds are Forever, or so Ian Fleming told us in 1956. It’s not the view of Munich Regional Court No.1, which found in favour of Renault’s challenge to Chinese-owned Borgward AG’s use of a rhombus-shaped badge firmly in the tradition of their 59 years defunct Bremen-based predecessor company.
As if Borgward AG’s present woes were not great enough, the Bremen newspaper Weser-Kurier reported on 9 May 2020 that Groupe Renault have won an injunction against Borgward AG over the use of their diamond badge design.
A group of high-profile designers have left BMW’s design studios over the past few years. Time to assess whose loss turned into whose gain.
This photo, taken in about 2006, depicts BMW Group design at the height of its creative powers. Unlike giants such as Ford, GM or VAG, BMW achieved the seemingly impossible in running each of the company’s core brands (BMW, Mini, Rolls-Royce) as a creatively self-sufficient unit. For that reason, a Mini didn’t come across like a de-contented BMW, nor did anybody mistake a Rolls-Royce for a tarted-up 7 series. Every BMW brand’s design possessed its own set of stylistic rules and values.
More than a decade later, none of the people depicted in the photo are in charge any more – apart of course from Adrian van Hooydonk, who’s been running BMW Group’s design fortunes for a decade this year.
The last two years of that reign have been somewhat overshadowed by an unprecedented creative drain though – unprecedented not just regarding BMW Group, but within the industry as a whole. With the Bavarians’ stylistic fortunes currently shrouded in controversy, it would appear to be the right time to Continue reading “Life After Munich”
More than five decades after the incident, Borgward’s dramatic bankruptcy is retold in dramatic fashion.
Carl F W Borgward is driving his wife in a Hansa 2400 saloon along a deserted stretch of b-road when he hears that the end for the company bearing his name has come over the radio. He immediately stops the car, gets outside and gasps for air, staring into nothingness.
This is the not particularly subtle introduction into Die Affäre Borgward (The Borgward Affair), a tv movie about the downfall of Germany’s then fourth largest car maker, which was first broadcasted in January 2019. The somewhat fragmented narrative is divided into story strands about Carl Borgward himself, Borgward’s Insolvenzverwalter, Dr Johannes Semler, the goings-on inside Bremen’s senate and, because no German tv movie can Continue reading “(Film) Review: The Borgward Affair”
The recent crop of new models coming from Munich inevitably leads to a simple question: What on Earth has been going on at BMW in recent years?
Ever since the Neue Klasse reinvented and saved the brand, BMW could only ever, leaving matters such as personal taste aside, be described as assertive.
Assertively conservative insofar as an adherence to driven rear wheels, straight six engines and the evolution of the themes established by the Neue Klasse were concerned. Assertively daring when it comes to Continue reading “Crossed Over”
The Frankfurt motor show is upon us again. Thoughts?
The official IAA image is frightening, isn’t it?
It seems like only about six months since the last one closed and, dear, oh, dear, here is another one. I went to Autocropley to have a gander at their list of launches and unveilingments. I can’t say much of it tickled my fancy. The Audi A7 is top of the list for alphabetical reasons and, if it is anything like the new A8, it’ll be a bit much on a too small plate.
The A7 is one of the nicest looking cars in production and the new A7 is not going down that path – as with all launches of replacement models and many new ones, the dial is being turned up to 11, especially in the grille department. The A8’s could be from an articulated truck apart from the quite astonishing amount of brightwork. The first A8 set a standard Audi have failed to Continue reading “A Camel Drowns By The Oasis”
When two of the most prominent car designers recently left their posts, each left a ‘legacy’ awkward SUV model behind. Coincidence?
Most commentators were astonished when Luc Donckerwolke, one of the most high-profile design directors at Volkswagen Group, decided to leave the German giant behind and join Hyundai’s nascent Genesis brand. Was it the allure of receiving the call of his former boss, Peter Schreyer, that made him leave his post as Bentley’s chief designer and depart for South Korea? Or was it simply a matter of giant paycheques changing hands?
As we conclude our trip across South America, we do so in a small truck with a surprising powerplant. IAME’s faithful Rastrojero.
Argentina’s Peron-initiated IAME (Industrias Aeronáuticas y Mecánicas del Estado) technology and manufacturing vehicle, turned out some weird and less than wonderful machinery in its 38 year existence; from small Goliath-like front wheel drive cars with highly unconventional split-twin two stroke engines, to a sports car with a 2.5 litre air-cooled modular V8. Yet IAME’s most successful and enduring product was the Rastrojero, a light truck truly down to earth in its concept and engineering. Continue reading “Theme : Sudamerica – Argentinian Soul, Hanseatic Heart”
Good luck to them, we at DTW cynically murmur. The story is not brand new but the launch date of October 20th is. Recent additions to the brandscape include Qoros, Borgward and DS and for two of them things don’t look so rosy. In the last decade China Brilliance had a go selling cars in Europe and that did not end so well. Existing middle market brands are not all thriving: Honda, Mitsubishi and Mazda struggle to support a full range. Rover and Saab have departed this turbulent world. Lancia teeters. Ford and Opel have difficulty with their more expensive vehicles. So, what sort of price bracket are Volvo and Geely going to be aiming for? Continue reading “More Pressure On the Middle Market”
Last month’s news of head of MINI design Anders Warming’s precipitate and unexplained departure from BMW as was a shock to the industry comparable to Chris Bangle’s exit in 2009.
That may be as nothing compared with the news of his new appointment as Borgward AG’s Board of Management member responsible for Design, to begin on 1 January 2017. He is belatedly reversing the trend begun by Wilhelm Heinrich Gieschen, Karl Monz, and numerous others who took the one-way journey south from Bremen in the early 1960’s to create the new BMW in Borgward’s image. Except of course, neue Borgward is headquartered in Stuttgart, and answers to Beijing. Continue reading “What Anders Did Next”
We continue our stroll down the list of obscure brands that may tempt you from Opel, Ford and VW.
I shall kick off with Aspid. Seven linger on the lists of Autoscout 24. Based in Spain, Aspid sell rather specialised sports cars. Wikipedia has two lines on the cars and those seven sellers of used Aspids can’t find the time or mean to upload photos of their cars. That I find very curious. Everyone knows what a Golf looks like so if you don’t include a photo it’s not such a big deal. Since Aspids are less common, a photo would be quite helpful to whet the appetite of a the buyer torn between a 2012 Focus 1.4 and a €35,000 car with 404 hp on offer. Without photos it’s hard to know what to make of cars listed as being from 1999 (before Aspid was founded) with 45 hp and costing curious sums like €4431. The next one costs €5000 and has 355 hp. TopSpeed ran an article about the GT-21 in 2012 and Car and Evo reviewed the SS in ’08 and ’09 respectively. The car GT-21 has a 4.4 litre V8 and weighs half nothing meaning the claimed 0-60 last no longer than 2.9 seconds. It’s nice to know that cottage manufacturers exist outside of Modena and the British Midlands. Continue reading “Far From the Mainstream: Aspid to Borgward”
At the end of the 1950s, there was a sizeable group of home-owned players in the German industry, but we shall concentrate initially on three of them – Borgward, NSU and Glas. Only the first few paragraphs of this piece are fact, the rest is entirely speculation as to how things could have worked out quite differently, yet might have ended up much the same.
Borgward had been making cars since the 1920s. They were fast to restart manufacture after the War, being the first German company to put an all new car into production, the Hansa 1500. This was replaced in 1954 by the mid-sized Isabella and that was joined in 1959 by both the larger six-cylinder P100 and the smaller Arabella, featuring a flat 4 boxer that Subaru used as a reference point when developing their own engine. Continue reading “Alternative Paths In An Unpredictable Industry”
Today, we examine rumours in the mainstream car industry that if accurate, could precipitate something quite unusual. Genuine surprise.
In a polarised landscape, the worst place to be is in the centre ground. This is as true of the mainstream motor industry as it is within politics, religion or even retail. Anyone not attempting to create upmarket brand extensions hopes to convince customers to pay more for their existing products. Others see the creation of new brands as the answer. Continue reading “The Resurrection Won’t Be Televised”
DTW has taken a look at a lot of show cars and tried to see if there are any colour trends apparent.
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 Karl. 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. Continue reading “2015 Geneva Motor Show – The Colours”
The coffin lid groans as the once lifeless corpse reanimates
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.