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Start of sales Borgward BX - Copyright Borgward

Start of sales Borgward BX7 TS Limited Edition

Borgward started with the BX7 TS Limited Edition, which is limited in number, in Germany and Europe as part of a VIP event. In the presence of Christian Borgward, Chairman of the Supervisory Board of Borgward Group AG and grandson of company founder Carl FW Borgward, a total of more than 200 test drives were carried out.

"We are enthusiastic about the response from customers," said Gerald Lautenschläger, Head of Sales for Europe. Christian Borgward celebrated with the visitors and handed over the first vehicles directly to customers. According to the manufacturer, only a few examples of the BX7 TS Limited Edition, which Borgward is launching in Germany and Europe, were still available after the premiere weekend.

The return to Bremen

The automobile manufacturer Borgward is returning to Bremen and has set up a production facility in the northern German state. "With our return to Bremen we are building a bridge from the past to the future", said Ulrich Walker, CEO of Borgward Group AG, at the press conference on October 26.10.2016, 1920 in Bremen and added: "We are continuing to write the history of Borgward." Bremen was the home of Borgward as early as the 1,2s, and until the economic boom, the German automobile group with the brands Borgward, Lloyd and Goliath produced around XNUMX million vehicles here.

Borgward BX7 / Cooperation with ATU - Copyright Borgward Group
Borgward BX7 / Cooperation with ATU - Copyright Borgward Group

Strategic partnership with ATU in the service area

The Borgward Group AG is setting the course for a market launch in Germany: The Stuttgart-based automotive company has entered into a strategic partnership with Germany's ATU workshop chain for service. “Our cooperation is another milestone on our return to Germany. With ATU we have the right partner with whom we can implement our new service business model and who will support us with a successful market launch, ”said Tom Anliker, Senior Vice President Marketing, Sale & Service of Borgward Group AG, on Monday in Stuttgart. “Borgward and ATU have jointly developed a new type of service concept and brought it to market maturity. We have thus created the basis for a professional, Germany-wide service for Borgward vehicles, ”said Andreas Schmidt, Managing Director Service and Technology at ATU, commenting on the strategic partnership. The service partnership is intended to provide comprehensive service in the maintenance area and for repairs for the customer.
Sales start with the premiere model BX7 TS and digital direct sales
At the same time, the Stuttgart-based automotive group announced the price for its premiere model in Germany: The fully equipped, sporty SUV model Borgward BX7 TS Limited Edition can be ordered now and costs EUR 44.200,00 (including 19% VAT, net EUR 37.142,86) .

Borgward BX7 interior - Copyright Borgward Group
Borgward BX7 interior - Copyright Borgward Group

In sales, Borgward relies on an intelligent combination of online and offline measures. Test drive centers, mobile sales teams, delivery direct to customers and pop-up events complete the online presence. Borgward is still open to additional sales partnerships. The prerequisite is that the potential partners support the business model of digital direct sales. “With our new business model, we in sales can respond quickly and flexibly to the constantly evolving customer behavior.
According to Borgward, concrete cost advantages should result from the cooperation with ATU, for example through the use of the existing workshop network, the use of free, high-quality wear and spare parts approved by Borgward in original equipment quality and the cheaper hourly rates compared to many branded workshops.
Travel to neighboring European countries is also possible without any problems. “Here, too, our customers benefit from the high reliability of the Borgward models. A comprehensive mobility service concept developed with the ADAC provides our customers in other European countries with excellent protection, ”added Lautenschläger.

Sales start with a four-cylinder engine

Anyone who had already hoped for the announced emission-free SUV models will have to be patient. Sales start with a simple direct-injection four-cylinder, which has an output of 165 kW (224 hp) and a maximum torque of 300 Newton meters. The unit complies with the Euro 6b emissions standard and thus just achieved the energy label "E". According to Borgward, the consumption values ​​are 11,7 / 7,3 / 8,9 l / 100 km (urban / extra-urban / combined), the CO2 emissions are 277/174/212 g / km (urban / extra-urban / combined). The announced offensive with more environmentally friendly hybrid and electric SUV models, which were presented at the IAA 2017, will probably only start later.

Addendum

Sources and images / cover image: Borgward Group

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N. Hawthorn
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