Borgward era un fabricante de automóviles alemán, con sede en Stuttgart, que cerró sus puertas en 1965... y que resucitó en 2015, de la mano de un grupo chino de inversores. Desde entonces, la compañía no ha perdido el tiempo y, en menos de dos años, ya tiene a la venta dos todocaminos en el mercado oriental: el BX7 y el BX5. Y el siguiente paso su estrategia es desembarcar en Europa.
Por eso, con el objetivo acercarse al público europeo, ha presentado en el salón de Frankfurt un concept que recupera la denominación de uno de sus cupé más exitosos: el Borgward Isabella Concept de los años 50. Y como puedes comprobar, su diseño, que el fabricante define como "impression of flow", es espectacular.
"Las suaves transiciones de su carrocería generan un equilibrio perfecto entre sus formas orgánicas y sus líneas precisas. Nuestro objetivo era crear sinergias entre el diseño y la tecnología", según ha confirmado el director de de diseño de la compañía, Anders Warming,
A simple vista, lo más llamativo de este cupé son sus puertas deslizantes, aunque también cuenta con detalles interesantes, como una parrilla frontal sin tomas de aire o una trasera inspirada en la de los modelos de los años 50.
En lo que al interior respecta, los ocupantes tienen la sensación de viajar en una gran carlinga de cristal, mientras que las pantallas táctiles han sustituido por completo a los botones. De hecho, tan solo el volante, el acelerador y el freno son 'convencionales'.
Centrándonos en el sistema de propulsión, la marca no ha desvelado ninguna información, salvo que el Borgward es un coche del futuro... y que el futuro será eléctrico. En cuanto a si finalmente llegará al mercado algún modelo similar al Isabella, el semáforo está en rojo tendiendo a amarillo... Aún así, todo depende del éxito que tenga la marca en el mercado chino.
Borgward Enters German Market This Year
FRANKFURT, Germany, September 12, 2017 /PRNewswire/ --
- Revenues rise above €1.5 billion within one year
- Nearly 70,000 vehicle orders received in China
- Partnership with Sixt Neuwagen
- World premiere of the ISABELLA Concept at the IAA motor show
The Stuttgart-based automaker Borgward plans to enter the German market by the end of the year. "We are delighted that, following our successful start in China and other countries, we can now enter the German market," said Ulrich Walker, CEO of Borgward Group AG, at the International Motor Show (IAA) in Frankfurt on Tuesday. The first units of the Borgward BX7 TS Limited Edition are expected to be delivered to customers in the fourth quarter.
The limited Borgward BX7 TS edition and, later, the BX7 as well as the BX5 and the BX6 will initially be introduced in Europe with gasoline-powered engines. Later on, further models which are under development will follow. "Due to the constant customer demand and in order to increase the visibility of our brand and its products, we have decided to initially enter the market with a gasoline-powered version of the BX7 and the BX5," Walker said. "However, it remains our goal to mainly sell electric vehicles once production commences in Bremen." At the IAA two years ago, Borgward announced that it would be entering the German market within the next two years. "We keep our promises," Walker added.
The Stuttgart based Group strikes out also for an innovative direction in terms of sales and services. Borgward and A.T.U. are currently checking a concept for an innovative service cooperation. Furthermore, Sixt Neuwagen, Germany`s leading platform for the online-distribution of new cars, will be the first online distributor of Borgward in Germany. "The partnership with Sixt Neuwagen corresponds to our idea of modern distribution that focus on customer service and customer satisfaction," said Tom Anliker, Group Vice President Marketing, Sales & Services of Borgward Group AG.
The Stuttgart-based automaker has more than 5,000 employees. It has achieved its business targets to date, including revenues of over €1.5 billion within the past twelve
months. According to Walker, this result is completely in line with expectations. Moreover, Borgward plans to make a profit over the medium term. "We are doing well in spite of the high start-up costs for, among other things, the development of new models and the expansion of our facility in China." The company has received nearly 70,000 vehicle orders in China since it launched the Borgward BX7 and BX5 in the country. Borgward expects to get a further boost from its market entry in the Middle East, South America, and Europe as well as from the launch of new models such as the BX6 sports coupe and variants of the BX7 and the BX5.
At the IAA, Borgward also presented its ISABELLA Concept. "The ISABELLA Concept is a modern interpretation of the legendary and beautiful Borgward ISABELLA," said Anders Warming, Member of the Board of Management and Chief Design Officer of Borgward Group AG. Among the outstanding features of the Borgward ISABELLA Concept are its fascinating design, its revolutionary interior and operating concept, its digital connectivity, and the electrification of the vehicle's drive train.
However, the ISABELLA Concept is more than just a vision of a future vehicle concept. The reincarnation of the legendary ISABELLA from the 1950s also embodies the future focus of the entire Borgward company with regard to its design DNA and drive technology. The design idiom of the four-door, four-seat concept coupe is based on the Borgward design principle "Impression of Flow," which will be valid for all vehicles in the future. Said Warming, "The carefully coordinated body shape with its smooth transitions creates a perfect balance between rounded organic shapes and precise lines. Our aim was to create stylistic synergies between beauty and technology."
The Borgward ISABELLA Concept impresses with its perfect dimensions (5.00 meters long, 1.40 meters high, and 1.92 meters wide) and the beauty of its flowing three-dimensional and sculptural shapes, which are smoothly connected to technical and functional elements such as the cooling air inlets and the aerodynamic components. This is done, however, without any aggressive undertone. Warming is convinced that such an undertone would be unacceptable in an all-electric coupe: "Aerodynamic excellence and efficiency play a key role in this vehicle and define its flowing shapes," he said. "We are convinced that a vehicle body through and around which air flows in a perfect way must radiate accessibility, appeal, and a commanding presence. This is fully in line with the 'Impression of Flow'-our Borgward design principle for the electric mobility of the future."