2017-11-17 14:30
Reborn German marque Borgward is preparing to launch in Europe, with the introduction of its largest car, the BX7, planned for the first quarter of 2018 in Germany and neighbouring countries.
A right-hand drive version of the smaller BX5 is the “next step”, according to Tom Anliker, Borgward’s Vice-President of marketing. Asked if it could come to Britain to serve in the ultra-competitive compact SUV segment, Anliker said “Yes, we are thinking about the UK”.
At the Guangzhou Motor Show, the sportiest version of the BX7 – known as the BX7 TS - was centre stage for the firm. A European market launch for this variant of the company’s largest SUV is planned too, priced from around €44,000 (£39,300 approx).
The BX7 itself has been homologated for left hand drive European markets and is now ready for launch. However, a right hand drive version has not been confirmed.
Re-launching the Borgward name – historically not known for SUVs – in a market like China, has granted the brand valuable experience before its German homecoming, according to Chief Design Officer Anders Warming.
The identity of the new Borgward is still something European consumers are unsure of, Warming added. The firm will use internet sales in Europe too, rather than open bespoke dealerships.
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