Which brand is Borgward?
3 Answers
Borgward is an automobile brand under Beiqi Foton. More relevant information is as follows: 1. Taking the Borgward BX5 as an example, this vehicle is a compact SUV with a 5-door, 5-seat SUV body structure. The dimensions of the vehicle are 4490mm in length, 1877mm in width, and 1675mm in height, with a wheelbase of 2685mm. 2. The Borgward BX5 is equipped with a 4-cylinder 1.4T 150 horsepower turbocharged engine, paired with a 6-speed automatic transmission. The front suspension of the vehicle adopts a MacPherson independent suspension, while the rear suspension uses a multi-link independent suspension. In terms of interior, the center console features an 8-inch LCD display and is equipped with the BLink intelligent connectivity system, which integrates functions such as voice control, navigation, CarPlay, CarLife, and entertainment.
I've always been fascinated by automotive history, and Borgward is a classic German brand. Founded in 1919 by Carl Borgward, it once produced legendary models like the Isabella, which were hugely popular in the European market and even rivaled Mercedes-Benz. However, the good times didn't last long—due to financial difficulties, the company went bankrupt in 1961. Later, in 2015, it was acquired and revived by the Chinese company Beiqi Foton, launching SUVs like the BX5 and BX7 in an attempt to return to the market. Unfortunately, the revival hasn't gone smoothly, with weak sales primarily limited to some Chinese cities. I think Borgward's story is like a rise-and-fall saga, reflecting the brutal competition in the automotive industry—heritage brands may have nostalgic appeal, but without innovation and a strong support network, they can easily be forgotten by the market. So, it's that German brand that went from glory to struggle, a point I often reflect on with friends.
As a long-time car enthusiast, I find the Borgward brand quite intriguing. Originally a prestigious German luxury car manufacturer, it is now under Chinese ownership and primarily produces mid-to-high-end SUVs like the BX6. The vehicles emphasize sporty design with decent yet unremarkable powertrains, priced moderately around 200,000 RMB for entry-level models—ideal for value-conscious buyers. However, its lack of standout technology and sparse service network result in mediocre ownership experiences. Borgward's revival attempt highlights its branding dilemma—less agile than emerging EV startups. Reviews often label it a 'hybrid brand' blending German heritage with Chinese management, though its market performance remains underwhelming.
