In its heyday, it employed 23,000 people. More than one million vehicles rolled off its production lines. Now, after more than half a century, one of the most revered names in the German car industry, BORGWARD, is reborn.

‘Perhaps through the influence of my grandfather‘s history and my father‘s example, we believe that, given the will to succeed, you can achieve anything. You have to set a target and pursue it with all your heart, and if you have a dream, as we do, you will fight for it. Everything is then possible,’ Christian Borgward says, as he prepares to share his 21st century vision for this most visionary of car companies.

When BORGWARD ceased trading back in the summer of 1961, it marked the end of an era of distinguished engineering and design creativity. Between 1919 and 1961 Carl F. W. Borgward emerged from his modest background to create a corporate empire to rival some of the biggest names in the business. In fact, during the 1950s, BORGWARD was the third largest automotive manufacturer in Germany, and pioneer of the affordable “premium” saloon paradigm.

But the Group’s line-up also encompassed small and medium-sized cars, as well as light and heavy duty commercial vehicles. Amongst the company’s biggest successes were the Hansa 1500, the P 100, and the prestigious Isabella – a true brand hero whose coupé sibling ranked among the most desirable cars of the period, and remains highly sought-after by the cognoscenti today.

It’s an unprecedented event in automotive history, and represents the culmination of more than a decade’s worth of groundwork by the industrial Executive Karlheinz L. Knöss and Christian Borgward, grandson of the legendary company founder Carl Friedrich Wilhelm Borgward. The goal has now been reached. In March 2015, BORGWARD is attending the Geneva Motor Show, its first appearance at the celebrated automotive salon since 1960. BORGWARD’s cars were regarded as inventive, vibrant, and luxurious. These are the values the company espouses now as it prepares to engage with a wildly different automotive landscape. BORGWARD is back!



Aside from German engineering prowess and technical innovation, the name BORGWARD reflected an international approach from the very beginning. As early as the late 1920s, the company was supplying the Polish post office with the Goliath Standard three-wheeler.

Bolstered in particular by the German economic miracle, the enterprise developed into a global corporation overseeing a broad product offering that was split across three brands – Lloyd small cars), Goliath (lower mid-range cars, light delivery trucks), and BORGWARD (mid-range and luxury cars, trucks).

The company’s location close to the deep-sea port in Bremerhaven was especially advantageous. By the middle of the decade, one out of every three cars made in the Bremen area was being shipped abroad.
A BORGWARD catalogue of 1959 listed more than 2,200 authorised dealers and workshops worldwide, covering every continent. From 1955 onwards the export ratio of the Isabella was further fuelled by strong demand from the United States. In fact, after Germany the US became the second largest market for this most beautiful of BORGWARD models.

In the record-breaking year 1959, when the Group built more than 100,000 vehicles the export ratio across all of BORGWARD’s vehicle series reached 63.5 per cent. Some 35.6 per cent of all the cars exported by the Group were headed for the USA. At the end of the 1950s, measured by the proportion of output exported, more BORGWARD Isabellas were sold abroad than any other German-built car.

Global Brand
  • 63.5

    Export Ratio in Percent (1959)

  • 23,000

    BORGWARD Group employees (April 1960)

  • 632,000,000

    Largest Annual Turnover (1959) in Deutschmarks

  • 9

    Portion of registered vehicles in Germany attributable
    to the BORGWARD Group in per cent (January 1961)

  • 100,000

    Circulation of the bi-monthly
    customer magazine “Der Rhombus”

  • 1,004

    Number of BORGWARD cars still
    registered in Germany (1 January 2014)

  • 104,410

    Largest annual vehicle output (1959)

  • 350,000

    Total production of Lloyd-Fahrzeugwerke
    in the period to 1961

  • 202,862

    Total Isabella production

  • 9,537

    Total production of the Isabella Coupé

  • 14.3

    Market share of the Isabella in its segment
    (1 January to 30 September 1960) in per cent

  • 7,200

    Starting price of Isabella in deutschmarks

  • 12,350

    Starting price of P 100 in deutschmarks


Logo Reimagined BORGWARD

The new BORGWARD badge symbolises the beginning of a new era for the time-honoured brand – it will be a prominent feature on the front of all new BORGWARD vehicles. Its contemporary three-dimensional design immediately defines the brand’s mission. The new logo presents BORGWARD as an aspirational and dynamic brand bristling with highly innovative technol­ogy, creative design, and a thoroughly German sense of quality.

Its diamond shape is a clear interpretation of the world-famous historic BORGWARD trademark. The diamond consists of four triangles, two of which are coloured red – a reference to the flag of the German city of Bremen, where Carl F. W. ­Borgward ­established his company in the 1920s. The red ­segments are set off against triangular voids, which distinctively add depth to the badge while revealing the car’s underlying paint finish at the same time.

The company’s design chiefs have sympathetically refined both the fundamental shape and the colours of the logo in a visual and tactile celebration of the brand. The elegant curves of the rounded diamond co-exist in harmony with the crisp edges of the triangular internal segments.

Subtle reflections and shadows on the surfaces, which retain their effect even when the badge is printed on paper, emphasise the logo’s sculpted, physical quality. The BORGWARD caption is self-confident and prominently positioned on the broad, silver crosspiece of the diamond. Its stylish, timeless letters are stamped deep in the metal.

In summary, the chic silver diamond combines all the elements of the logo in a balanced artwork – an unmistakable brand badge thoughtfully re-interpreted by BORGWARD in compliance with contemporary visual and design trends.

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