1. business and industrial

Media Information
Geneva, 3rd March 2015
STRICT EMBARGO 3rd March 2015, 13:00 CET
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Today, the legendary German manufacturer Borgward announces its
return to the circle of internationally renowned car makers.
In front of a global media audience, Borgward present their exciting
plans for the future on the first press day of the 85th Geneva
International Motor Show.
The newly formed organisation will establish its global headquarters in
Stuttgart, Germany.
A full range of innovative new Borgward cars will be launched in the
years to come with the first model due to be unveiled at the 2015
International Motor Show Cars (IAA) in Frankfurt.
Based on the company’s historical commitment to technological
innovation, a special emphasis will be put on e-mobility and the
Borgward Multiple Interaction model.
The Return of Borgward
In its heyday, it employed 23,000 people. More than one million vehicles rolled off its
production lines. Now, after a hiatus lasting more than half a century, one of the most revered
names in the German car industry, Borgward, is back.
It’s an unprecedented event in automotive history and represents the culmination of more
than a decade’s worth of groundwork by Christian Borgward, grandson of the legendary
company founder Carl Friedrich Wilhelm Borgward, and the industrial Executive Karlheinz L.
Knöss. “Inspired by my grandfather’s example, we believe that, given the will to succeed, you
can achieve anything”, Christian Borgward says, as he presents his 21st century vision for this
most remarkable of car companies. “We are rolling out Borgward cars that are worthy of the
name because they are luxurious, inventive, and bold. Just like those of my grandfather.”
In front of a global media audience, Borgward confirms its intention to launch a range of
innovative new cars, with the first all-new model due to be unveiled at the 2015 Frankfurt
International Motor Show Cars (IAA) in September. Two to three models will then be
introduced every year, honouring a commitment to deliver a complete product range. The
focus will initially be on Germany and emerging markets where Borgward intends to set up
local production centres. The new global headquarters – including R&D, design, engineering,
marketing, and retail – will be established in Stuttgart, Germany, the heart of the European
automotive industry.
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A compelling history, a dramatic new story
During the 1950s, Borgward was the third largest automotive manufacturer in Germany
and pioneer of the “accessible premium” saloon paradigm. But the Group’s line-up also
encompassed small and medium-sized cars, as well as light and heavy-duty commercial
vehicles. Amongst the company’s biggest successes were the Hansa 1500, the P 100,
and the prestigious Isabella – a true brand hero whose coupé sibling ranked among the
most desirable cars of the period, and remains highly sought-after by the cognoscenti
today.
Historically, Borgward’s cars were regarded as innovative, elegant, and reliable. These
are the values the company espouses now as it prepares to engage with a wildly
different automotive landscape. Plans for the company’s renaissance actually
commenced at the start of the new millennium. Since then, an ever-expanding group of
globally renowned engineers and experts, including Norwegian designer Einar Hareide,
has worked quietly but tenaciously to revive this singular brand. The goal has now been
reached.
“When I first began discussing the idea with Christian Borgward, we kept asking
ourselves the same question, ‘What would have happened if Borgward had endured?”’
Vice President and CEO of Borgward AG Karlheinz L. Knöss says, “Unique companies and
brands are characterised by passion, a pioneering spirit, and enduring values. Borgward
personified these attributes instilled by the strong and single-minded personality of Carl
F. W. Borgward, his ideas, his products, and his visionary business leadership.”
Borgward’s fascinating heritage, its uplifting brand appeal, and continuing great potential
have not only convinced a team of internationally renowned car experts, but also a
strong set of partners, to invest in the brand’s return and contribute to the historic
rebirth of the car maker. “Borgward is a German premium brand. This German heritage
– values such as quality, reliability, elegance, innovation, intelligence – and our unique
tradition provide a solid platform for building a successful future. As a designer,
constructor, and businessman, Carl F. W. Borgward left behind a remarkable life’s work”,
says Knöss. “Borgward was one of only two manufacturers in Germany offering a range
of products spanning the entire road vehicle portfolio. Borgward was always looking
beyond the immediate horizon from a cosmopolitan perspective. Its success was fuelled
by an international orientation and innovation. Borgward’s strategic alignment for the
future is built on the same foundations.”
Borgward’s commitment to innovation
Borgward’s Head of Design Einar Hareide is setting the template for a visual philosophy
that will mark the company out from its competitors. While fiercely proud of its heritage,
Borgward is committed to new forms and shapes. This forward-thinking attitude is also
manifested in its approach to the individual markets Borgward will enter, and a passion
for innovation.
“We need to be ahead of our customers and understand the society and culture in which
the vehicle shall exist. Based on that, we can create products that really do something
beneficial and provide innovative solutions to issues that customers might not even be
aware of. Borgward was famous for introducing new innovations with every car. We
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intend to follow this principle”, Hareide insists.
Borgward was already pioneering revolutionary design elements and cutting-edge
powertrain technologies back in the 1950s and had established numerous world firsts
long before other manufacturers contemplated their use. Innovative pontoon chassis
design and compression ignition engines serve as an example in this context.
Consequently, e-mobility is a major topic for Borgward. The company was an early
adopter in this field – with its lightweight electric mail delivery trucks back in the 1920s.
Intelligent electric power-assisted propulsion concepts not only offer a groundbreaking
opportunity to control the most diverse driving situations, but also deliver numerous
benefits to motorists.
Borgward is working on a state-of-the-art e-mobility system, details of which will emerge
in the coming months. Needless to say, the system combines the benefits of greater fuel
economy, reduced emissions, enhanced performance, greater safety, and optimum
traction.
Connectivity is obviously an equally important consideration to the end user. In an ever
more interconnected world, one-way communication with the customer is no longer
satisfactory. Borgward therefore attaches great importance to interacting with its
customers as intensively and engagingly as possible. Borgward's innovative telematic
concept called Multiple Interaction will similarly change the way you think about the car.
The Borgward will become your personal assistant, companion, entertainer, information
provider, and caretaker – wherever you are.
Close connectivity is also fundamental to the cordial and smooth collaboration between
the company’s technology centres in Germany and abroad. Customer feedback is even
integrated in the R&D process. This consistently broad-minded approach ensures that
consideration is given to every need, including the desires of customers and partners.
Accessible premium – the democratisation of quality
Borgward is seeking to identify the real needs of drivers in a period of great
transformation in society, during which mobility patterns are radically changing. Truly
pivotal and groundbreaking technologies should not be the preserve of the few –
throughout Borgward’s history, the democratisation of seminal, efficient technology has
been a constant priority.
Borgward’s global approach also allows the necessary scaling of state-of-the-art
technology, the setting of different priorities in discrete regions, and fresh solutions.
“Resource Integration, German Intelligent Manufacturing, Multiple Interaction” – this is
the strategy that underpins Borgward’s rebirth. Efficient use of industry synergies, new
partnerships, and innovative management will all contribute to a 21 st century business
model. In tandem with a global digital sales network, Borgward is seeking no less than a
reinvention of the automotive social eco-system.
Whenever it makes sense to collaborate with external partners, Borgward scans the
global portfolio of suppliers before identifying those most consistent with the brand’s
quality mission. Close partnerships have already been forged. This policy further enables
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the company to guarantee process safety and extensive standardisation so that it can
offer, at reasonable prices, technology that is not only first-rate, but also mature and
dependable – in short, accessible premium quality.
Ends.
Notes to editors:
Borgward was founded in 1919 by engineer Carl Friedrich Wilhelm Borgward and
produced a wide range of vehicles and engines under the brands Borgward, Goliath, and
Lloyd. Between 1919 and 1961, the Borgward Group produced over one million vehicles,
which made Borgward one of Germany’s largest car manufacturers of its time, employing
over 20,000 people at its production facilities in Bremen and selling its products all over
the world. Its most prestigious models were the Borgward Hansa 1500, Borgward P 100,
and Borgward Isabella model, which sold more than 200,000 units globally. In 2005,
Christian Borgward, grandson of founder Carl F. W. Borgward, and Industry Executive
Karlheinz L. Knöss, decided to revive the brand. Ten years later, the legendary German
brand participates at the Geneva International Motor Show for the first time since 1960.
Further information
Lena Siep
Borgward AG
Phone
+41 78 9253316
E-mail
media@borgward.com
Website
www.borgward.com
Facebook
www.facebook.com/borgward.official
Twitter
@borgward_ag
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