The twilight hero, in an era that does not belong to him, will eventually come to an end.
Even today, typing "BBBA" on the search engine with 4 letters will still appear from the Luxury brand "Borgward" from German Industry 4.0. Perhaps before the 1950s, Borgward did have the strength to compete with the BBA. But in the time since, Borgward has been able to stumble through the wind and frost.
So one day, China Foton acquired the brand use right of Borgward in Germany, remembering that it was the right to use the brand. As a car brand that has been closed for half a century, technology, research and development, products, etc. have completely departed from the mainstream, and China Foton has only bought back a LOGO with German Borgward blood. If, at that time, Borgward was like SAIC Roewe and MG in terms of marketing and positioning, starting again with independent positioning, perhaps the situation today may be better.
In 2018, UCAR acquired 67% of the equity of Borgward, the purchase price was as high as 3.8686 billion yuan, some people said that UCAR picked up a bargain, but in fact, Futian only spent about 40 million yuan to buy the right to use the Borgward brand.
Recently, the network has exposed that Borgward has closed all stores in China and suspended sales. According to the Tianyancha APP, Borgward Automobile showed in a related case of a cultural company that it had no property available for execution. For users who previously purchased Borgward brand cars, there are no accessories available, and the lifetime warranty promised by Borgward has long been gone. Although Borgward related sources revealed that the sales and after-sales of the Borgward brand are separated, the vehicle can go to the Borgward car repair outlets if there is a breakdown, and these so-called outlets, after inquiry, learned that basically are the cooperation outlets between Borgward and third-party repair shops.
At last:
As early as last year, there were rumors that Borgward Automobile was going bankrupt, and in July 2021, there were already a large number of unpaid wages. The main problem is that the negative incident of Luckin Coffee has led to the inability of the Shenzhou Department to maintain the development of the two brands through the existing capabilities, and can only choose the best to use. And according to the current situation, Borgward Automobile has no ability to complete self-help, and perhaps there is only one way to go bankrupt. At present, there is no official announcement that Borgward has filed for bankruptcy.
In addition, with the rise of new car-making forces and the rapid development of the automobile industry, many Internet companies have announced that they have joined the road of car-making, such as Millet, Didi, etc., and these new forces may strive to obtain Borgward's car-making qualifications from then on. We will continue to follow up on how the specific situation develops.