Under which brand is Borgward?

[MacNora]

Borgward belongs to the Beiqi Foton brand, which fully acquired Borgward, originally a German brand. Here is more information about Borgward: 1. Body dimensions: The length, width, and height are 4490mm, 1877mm, and 1675mm respectively, with a wheelbase of 2685mm, a fuel tank capacity of 60 liters, and a body weight of 1525kg. 2. Configuration: Equipped with a 1.4T turbocharged engine, it delivers a maximum horsepower of 150PS, a maximum power of 110kW, and a maximum torque of 250Nm, paired with a 6-speed automatic transmission.

[McFrancisco]

As a car enthusiast, I've researched Borgward's background, and it's quite a story. Originally a German heritage brand founded in 1919, it flourished in the 1950s and 60s, even claiming to be Germany's third-largest automaker at the time. Unfortunately, it went bankrupt later and remained dormant for over half a century. It wasn't until 2014 that China's Foton Motor acquired and revived the brand. So now Borgward operates as a subsidiary under Foton. However, Borgward's performance in the domestic market has been lackluster in recent years, with stagnant sales. In 2022, it filed for bankruptcy again, leaving its future uncertain. Foton's strategy to leverage this heritage brand for the mid-to-high-end market has fallen through.

[StJake]

I've driven the Borgward BX7 myself, and to be honest, the craftsmanship was decent. I remember checking when I was choosing a car, and the salesperson said the brand had German heritage. Later, I learned that it was founded in Germany in 1919 and produced many classic vintage cars. However, after going bankrupt in the 1960s, it disappeared until it was acquired and relaunched by Beiqi Foton in 2014. So now, Borgward is essentially Beiqi Foton's brand. But Foton mainly focuses on commercial vehicles and hasn't succeeded in the passenger car segment. Last year, Borgward filed for bankruptcy again, and now I'm even worried about after-sales service. In the end, buying a revived brand like this is still a big risk.

[Maxine]

Borgward Automotive is now owned by Beiqi Foton. Originally a German heritage brand founded in 1919, it went bankrupt in the 1960s and remained dormant for decades. In 2014, Foton acquired and revived it, marketing it with the gimmick of German engineering quality. Essentially, Foton aimed to leverage this century-old German brand to break into the passenger vehicle market, given that Foton itself primarily manufactured trucks before. However, the market didn’t bite—Borgward’s vehicles have underperformed in recent years, leading to another bankruptcy in 2022. This case proves that merely using a foreign name to mislead consumers doesn’t work; product excellence is what truly matters.