Dormant German Borgward Brand To Relaunch As Plug-In Hybrid SUV For ChinaDormant German Borgward Brand To Relaunch As Plug-In Hybrid SUV For China

Germany’s Borgward has remained dormant since the small carmaker declared bankruptcy in 1961, but now the brand’s heirs have plans for a revival.
It involves a new car unlike anything the company ever produced during its relatively brief period of prominence.
At the Geneva Motor Show last March, Borgward showed off a restored half-century old model, and confirmed plans to build a plug-in hybrid SUV.
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That vehicle will be fully revealed at the 2015 Frankfurt Motor Show next week, and is expected to target the Chinese market.
Borgward’s revival is being spearheaded by Christian Borgward–grandson of founder Carl F.W. Borgward–in partnership with Chinese industrial firm Foton.
Foton is expected to help Borgward develop its plug-in hybrid powertrain, no details of which have been discussed yet.
Teaser for new Borgward SUV debuting at 2015 Frankfurt Auto Show
It’s possible the plug-in hybrid SUV will be manufactured in China as well.
As part of its reconstitution, Borgward moved from its traditional home in Bremen, Germany, to Stuttgart (home of Mercedes-Benz).
It claims to have 1,000 employees at its new headquarters, but hasn’t discussed plans for a manufacturing facility in its home country.
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Statements so far have said the plug-in hybrid will be “engineered and designed” in Germany, with no mention of where it will be built.
Borgward previously said it plans to offer a full range of vehicles.
However, it also wants to be viewed as a premium brand, and so it will likely keep production volumes relatively low.
1957 Borgward Isabella Coupe
While China will be the primary focus, sales in other markets are possible as well, the company has said.
That doesn’t mean U.S. consumers will get a chance to buy the new Borgward, though.
Focusing on China will allow Borgward to take advantage of generous electric-car incentives there.
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Sales have grown significantly there over the past year, as the government continues to push for more plug-in car sales as a way to combat rampant air pollution.
Many Chinese cities have also placed restrictions on the sale of new internal-combustion cars, but haven’t built up charging infrastructure to support plug-ins.
This makes plug-in hybrids particularly attractive, because they qualify for most government incentives, but can still be driven without ever being plugged in, if charging stations aren’t available.
Press days for the 2015 Frankfurt Motor Show begin September 15. To keep up with the latest coverage, head over to our show news hub.
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