Borgward sets out to put its name back in the spotlight at Geneva

After more than 50 years away, one of Germany's most innovative automotive brands is being revived with the first new model heading to the Geneva motor show in March.
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| Updated on: 10 Feb 2015, 02:14 PM
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The-German-brand-will-be-relaunched-at-the-Geneva-motor-show-Photo-AFP

After more than 50 years away, one of Germany's most innovative automotive brands is being revived with the first new model heading to the Geneva motor show in March.

Between 1919 and 1961 Borgward was one of Germany's biggest car companies. It built more than 1 million vehicles and its claims to fame included being the first German car maker to develop an aerodynamically styled production vehicle, the first German car maker to offer self-levelling air suspension and the first company in the country to realize that a vehicle that that combined the performance and handling of a sportscar with the comfort of a limousine could be hugely popular.

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Unfortunately the company fell on hard times and went out of business in 1961. But now Christian Borgward, grandson of company founder Carl F.W. Borgward, alongside business partner Karlheinz L. Knöss, have announced their intention to bring the brand back.

What's more, they have chosen Geneva, the auto show for 'the one percent' as the platform for unveiling the first new Borgward in 55 years.

'We began shaping and designing the future of Borgward nearly ten years ago and are now ready for the next step. Incorporating the values and cutting-edge technologies that Borgward stood for, combined with our ambition, drive and commitment to succeed, I believe we are now perfectly placed to open up this new chapter in Borgward's history', says Knöss. 'Geneva is an important step into our promising future and we cannot wait to be back there.'

Borgward and Knöss are both being secretive about what exactly fans of the brand can expect to see when the new model is unveiled on March 3. Still, rumors suggest that the new car will combine modern equipment and engine technology with classic design and that the new car will be produced in small numbers to ensure exclusivity and exemption from some of Europe's tougher automotive regulations.

First Published Date: 10 Feb 2015, 02:11 PM IST
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