Road Test Retrospective – The Grosse Borgward

Autocar’s 23 December 1960 issue contained a comprehensive road test of a technically advanced offering from Bremen – the Borgward 2.3. What did they make of it?

Image credit: (c) Borgward.nl

Something of a technical novelty in the 1950s, air suspension had been offered by a number of US carmakers, including Buick, Rambler and Cadillac at the tail-end of the decade, before cost and complication saw its withdrawal, yet it remained a largely theoretical concept for European car buyers.

Across the Atlantic, while Mercedes-Benz were developing an air suspended system, the Swabians were comprehensively pipped to the market by Hanseatic upstarts, Carl F.W. Borgward GmbH in 1960. Having debuted their largest and most ambitious saloon at the previous year’s Frankfurt motor show, the P100 (or 2.3) was offered with the option of air suspension the following April, which later that year became standard equipment. Continue reading “Road Test Retrospective – The Grosse Borgward”

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?”