Borgward’s great personnel changes: Kevin Chen, Executive Vice President of Borgward China likely to resign

Shanghai (Gasgoo)-German automaker Borgward Group has frequent personnel changes of its senior executives in China since the beginning of 2017. It is revealed that Kevin Chen，Executive Vice President of Borgward China, has submitted his resignation to the board of directors.

Kevin Chen has more than 20 years of working experience in automotive industry. He has served at Ford Taiwan, Ford Japan, GM Taiwan and GM China. In 2016, when German automaker Borgward returned to the public, Kevin Chen was appointed as the executive vice president of Borgward China. During his tenure, the Borgward BX7 and the BX5 successfully hit the market. The BX 7 targeted the Chinese market of the medium JV SUVs priced between RMB 170,000 RMB 200,000. Pricing at RMB 120,000, the BX 1.4T filled the blank of compact JV SUVs of this price range.

The two models enable Borgward to enter into Chinese vehicle market and challenge JV automakers in China, and also enable Chinese customers to buy German-quality products at lower prices. In addition, Borgward also provide its initial service of lifelong warranty, saving a large quantity of maintenance fees for car owners.

Borgward has had 180 dealers in China during less than two years, and it is estimated that the total dealers of Borgward will add up to 220 nationwide by the end of this year.