Reasons for the Discontinuation of Borgward Vehicles?
2 Answers
Borgward Vehicles The key reason for the discontinuation of Borgward vehicles lies in their excessively high fuel consumption, which fails to meet the requirements of the Ministry of Industry and Information Technology's "Passenger Car Fuel Consumption Limits". Relevant details are as follows: Severe Decline in Sales: Borgward vehicles faced internal and external challenges, including a lack of core technology and declining sales, making survival difficult for Borgward. Powertrain Technology: Although the discontinuation of Borgward vehicles was a misunderstanding, the shortcomings in Borgward's powertrain technology cannot be ignored. For example, the 2.0T engine in the Borgward BX7 reused the 2.0T engine from Foton Sauvana, indicating Borgward's lack of technical accumulation in this core component. Additionally, this engine was noted to be structurally highly similar to Volkswagen's EA888 engine. Borgward's 1.4T engine was also alleged to be a reverse-engineered version of the EA211, with identical parameters.
I've always kept an eye on the Borgward brand because it reminds me of the potential for reviving the essence of German automotive excellence. But reality is quite harsh—one of the core reasons for Borgward's production halt was a misstep in market positioning. Launched as a new brand in 2016, it failed to gain a solid foothold in the fiercely competitive market. With the current rise of the electric vehicle trend, players like Tesla and domestic brands NIO and XPeng are capturing market share, while Borgward's design and technological highlights weren't distinctive enough to sustain sales. Having participated in many industry discussions, I've noticed that consumer sentiment toward Borgward is rather mediocre, with frequent quality issues undermining trust. Compounded by its parent company, Foton Motor, facing financial difficulties and a broken capital chain—after Foton declared bankruptcy in 2019, production lines naturally shut down. This serves as a reminder of how brutal the automotive industry can be—brand revival demands genuine capability and robust planning for long-term success.
