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| Borgward Rebirth: Legendary German Name Set for Return |
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BREMEN, Germany - Legendary German carmaker Borgward is set to be revived some 45 years after it disappeared from the automotive landscape, according to German media reports.
Christian Borgward, grandson of company founder Carl Borgward, is the man behind the resurrection. He plans to re-establish the Bremen-based company with financial backing from a series of investors who see Borgward's German roots as a key to enticing car buyers back to the once-revered marque.
"We have received a lot of interest from venture capitalists, especially from the Asian region, keen to invest in a traditional German carmaker," says Borgward, who is determined to see the family name again mentioned in the same breath as the likes of Audi, BMW and Mercedes-Benz.
Borgward is remaining tight-lipped on the exact plans for the Borgward revival, but the media-shy German hints at a two-car lineup aimed to compete in a small but potentially lucrative niche between traditional sedans like the Ford Mondeo and popular premium-class models such as the BMW 3 Series.
Inside Line sources say the business case for Borgward is based around volumes of more than 10,000 per year. That figure would place the resurrected German carmaker ahead of companies such as Aston Martin and Maserati in annual sales, although question marks remain over dealership and distribution networks - just the things that could swallow a large amount of the planned investment, according to automotive industry analysts.
In a move aimed at keeping a tight rein on fixed costs, Borgward says he plans to farm out development and production of the new cars to a key component supplier. That's essentially the same route BMW has taken for the production of its X3. German media reports say talks have already started between Borgward and Magna, the company that builds the BMW off-roader at its plant in Austria and has played a pivotal role in the development of the upcoming Fiat Bravo. Reportedly, a linkup with outside firms like Bertone or Pininfarina has not been ruled out.
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Source : http://www.edmunds.com
(10/3/2006)
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