Is Borgward a Joint Venture or Domestic Brand?
2 Answers
Borgward is a joint venture brand. Here's an introduction about Borgward: 1. Brand Origin: The Borgward brand indeed originated from Germany, but it traces back to Germany over half a century ago. Borgward automobiles were born in Bremen, Germany, founded by German engineer Carl F.W. Borgward. 2. Transition to a Joint Venture: The revival of Borgward was primarily due to its acquisition by China's Foton Motor. Under Foton's ownership, Borgward established its global headquarters in Stuttgart, Germany, and set up technology research centers in Silicon Valley, USA, and Beijing, China.
I remember the Borgward brand has quite a story. It was indeed an old German automaker, once ranking alongside Mercedes-Benz and BMW in the 1950s, having produced many classic models. However, it went bankrupt in the 1960s, and the trademark was shelved for a long time. Then in 2014, China's Foton Motor wholly acquired the brand, essentially purchasing all its intellectual property rights. Nowadays, Borgward's cars are all designed by Foton Motor, with production based in Miyun, Beijing, and the parts supply chain is entirely domestic. So strictly speaking, the current Borgward is a 100% Chinese brand, just leveraging the historical prestige of a German brand. You can see its official website states 'German Heritage, Chinese Intelligence', which is quite an interesting marketing strategy.
