German cars have always had a good reputation and sales in China, porsche, Audi, BMW, Mercedes-Benz are all car brands from Germany. At one time, the outside world had the saying that the four brothers of the Ashkenazi "BBBA" combination referred to Mercedes-Benz, BMW, Audi, and one was Borgward. April 2022 news: Borgward Automobiles released an "open letter to the majority of Borgward car owners". The content of the letter roughly stated that Borgward Automobile was facing bankruptcy.
The following is a brief review of the development of the brand, the history of the BorgWARD brand can be traced back to 1919, created by the German engineer Carl Borgward. Its English name means "Guardian of the Castle", full of brand charm and the tension of the times. Six years ago, Borgward took the lead in entering the Chinese passenger car market with SUV products, and its BX7 and BX5 models gradually landed in China and Germany. It has the ability to develop autonomous positive development of vehicles, engines, and new energy. Borgward Group has a vehicle intelligent manufacturing factory and engine factory with flexible production of 8 types of models, and has the dual production qualification of traditional energy and new energy vehicles.
In the late 1940s, the Borgward Hansa 1500 landed at the Geneva Motor Show, the first car in Europe to introduce a floaty design that diversified German design styles and achieved its historical status as a multicultural remodeler. Borgward's Goliath GP700, which was the first to apply in-cylinder direct injection gasoline engine technology in the 1950s, experienced an unparalleled journey of success and achieved the historical position of the founder of Borgward's world energy efficiency technology. After that, the best-selling Model Isabella was launched, with a total sales volume of more than 200,000 models in the whole series, which sold well in many places around the world. The Tramwagen car was also launched, which is the world's first aircraft cockpit design car, and opened a new era of integration of cars and aircraft, known as the pioneer of cross-border design. At its peak, Borgward Cars sold more than one million vehicles a year, and was on a par with Volkswagen and Opel in Germany.
In the 1960s, Borgward Automobile was poorly managed, the company gradually declined, and the brand was silent for more than half a century. Until the emergence of Beiqi Foton, it took a fancy to this long-hidden German car brand. In order to let Chinese consumers remember this Ashkenazi car brand, Beiqi Foton painstakingly gave Borgward the title of BBA, forcibly comparing Mercedes-Benz, BMW, and Audi, claiming to be the four brothers of the Ashkenazi same door. It has launched a number of SUV models including BX5, BX6 and BX7, with annual sales of around 30,000 vehicles and a cumulative loss of more than 4 billion yuan in three years of operation.
In order to reverse the decline, Borgward Automobile has also tried to join hands with UCAR and launched the new retail platform of Borgward Automobile, hoping to fully realize the separation of production and marketing, channel reshaping, and reconstruct automobile consumption through industrial chain transformation and platform empowerment. In the first year of cooperation, backed by UCAR, Borgward Automobile's annual sales soared to 50,000 units. In the past two years, UCAR's own operation has also encountered problems, and Borgward Automobile sales have fallen all the way to thousands of vehicles per year. Dragged to April 2022, Beijing Borgward Automobile went to bankruptcy liquidation. Industry insiders commented: Germany in the past hundred years of automotive industry upgrading has eliminated a lot of worthless car brands, the past glory does not represent the current glory, whether it is the past or the current consumers, we only pay for good products.