Borgward：Audi, BMW, Merc are not our competitors

Gasgoo.com (Shanghai Sept 28) Borgward released globally its first SUV, BX7, at Frankfurt Auto Show. Borgward is going to sell its BX7 globally in H1 2016, and in the future, at least two new models will go public every year.

According to Ulrich Walker, CEO of Borgward, the company's brand positioning aims at mid-to-high-end intelligent car market. For Borgward, Audi, BMW, Benz may be superior, but Volkswagen and Skoda are not their competitors.

Einar Hareide, Borgward's senior designer, took part in the job of designing the SUV since 10 years ago. And according to him, during the ten years of making improvement, Einar communicated with brand inheritor Christian Borgward for countless times, as this first SUV is the key to brand reconstruction. Einar said that the brand reconstruction is not redoing an old one, but create a car model that is more trendy.

China is the world's largest car market, and it is the same for Borgward, that China is the goal market with rapid development and great room for growth. Chinese consumers also think highly of German brands. But Borgward claimed to also focus on other countries, and realize global layout in emerging countries in Europe, Asia and America, and establish local manufacturing base.

Ulrich Walker said Borgward will choose Foton as their factory in China. In the future, Borgward will establish a branch in China, and operate it the same way as ABB.

Ulrich Walker pointed out that the establishment of Borgward's distributing net in China is underway. They will also combine online sales with offline sales, and find potential customers more quickly. By the end of next year, one hundred distributors are expected to engage.

Benz may invest Borgward, but there is no official announcement yet. Foton is one of the investors. And Ulrich Walder said the choice of other investors must suit future strategic plans.