On the last day of the NBA regular season, someone was overjoyed and caught the last train of the playoffs; someone hurriedly waved goodbye and was planning to pack their bags and leave.
If fans are asked to name the most disappointing team, the Lakers may not have one of the answers. You know, at the beginning of the season, this star team that was "star-studded" and "warm-up" was second in the odds of winning the championship. And the answer sheet that did not qualify for the play-off in the end is inevitably regrettable.
Looking back at the car brands, there is also such a brand that forcibly joined the "BBBA" recently filed for bankruptcy, and it is Borgward Automobile that breaks into the world with "good is expensive, expensive is good". So why is "BBA" a household name today, but this "B" has fallen into this situation?
Go high and go low
In fact, Foton Spent 5 Million Euros to Acquire Borgward and Revive It, selling more than 300,000 BX7s and selling more than 6,000 units in a single month after being listed. The reasons why consumers are willing to choose it are mostly based on the concept of "BBBA" and the "root of the red" German century-old pedigree.
The good times did not last long, and over time, product vulnerabilities were gradually exposed and a large number of user complaints were received, and word of mouth declined rapidly.
From 2016 to 2018, Beijing Borgward sold 30,000, 44,000 and 32,900 vehicles, respectively, but the loss increased year by year, at 484 million yuan, 985 million yuan and 2.54 billion yuan, respectively, with a cumulative loss of 4.014 billion yuan in three years.
Foton Motor, which could not bear it, finally chose to transfer 67% of its shares to UCAR. Changing the boss is still "treating the symptoms but not the root causes".
A large amount of money is invested in marketing and publicity, and its own product research and development strength cannot be guaranteed, and it is difficult to restore the trust of previous users. So much so that today's mess can no longer see the dawn for Shenzhou.
True and false Ashkenazi
The controversy about Borgward's origin is still very large, founded by German Carl Borgward in 1919, leading Mercedes-Benz in 1961 and BMW to complete 1 million cars off the production line, these are facts. But in 1963, bankruptcy was declared due to operational problems, and the same was true.
Therefore, when Futian resurrected Borgward in 2015, it was equivalent to not updating the technology for more than 50 years, leaving only the legend and trademark of the past. Although when entering China, it claimed to have formed a German design team and designed BX5 and BX7 models with a strong German atmosphere, the core technology under the shell is "borrowed" or borrowed.
According to other media exposure, Borgward BX7 mechanical part of the reverse research and development of the Volkswagen Tiguan, chassis and four-wheel drive is BorgWarner design tuning, the gearbox is Aisin's second generation 6AT, indeed has a strong taste of virtue, the whole car is also very similar to the old Tiguan.
This way of purchasing gets the technology and hardware of others, resulting in the high cost of bicycles, which is also directly reflected in the price. So, who would use the price of BBA to choose a Borgward that is not luxurious enough?
Reasonable
The real reason for its resurrection of Borgward was that at that time, independent brands tried high-end routes, and Beiqi Foton also urgently needed a high-end brand to keep up with the rhythm. However, "empty shell" brands such as Borgward, although a large number of advertisements and the concept of always claiming to be BBA equals, can indeed promote ordinary consumers to a certain extent, but paper can not cover the fire after all.
As of December 31, 2021, Foton Motor said that the balance of the equity transfer and interest of 1.417 billion yuan receivable from Beijing Borgward were not recovered on time, and there was a risk that it could not be recovered, and applied to the Beijing Arbitration Commission for a charge and property preservation; finally, on April 8, 2022, Foton Motor issued an announcement that Beijing Borgward, after the extraordinary shareholders' meeting, decided that due to financial exhaustion, it was unable to pay off its due debts and applied for bankruptcy liquidation according to law.
In fact, whether it is the resurrection and bankruptcy of Borgward, or the withdrawal of other brands from the Chinese market, it is enough to prove that the simple take-ism has failed, and mastering the core technology is the truth. Seeing that today's independent brands can make breakthroughs in different technologies also makes us more expect that Chinese cars will overtake in the new energy era.