Vision

Ulrich Walker, Chairman and CEO

„DOUBLE C“ PHILOSOPHY CHALLENGE AND CHANGE

Ulrich Walker

“Ulrich Walker describes his work philosophy, which he had kept for many years, as ‘double-C’: in an environment full of challenges and changes only intercultural flexibility and cooperation can lead to success. “I’m honored to lead this respected German brand into the future. BORGWARD is a legendary global brand which has set industrial milestones and created brilliant stories in history. Several of its innovations and classic cars have been widely acclaimed in the industry and I am confident that BORGWARD will win back its place in the international automotive industry. We will work hard to satisfy our customers with aesthetic design, highest quality as well as innovative and sustainable technology. The BORGWARD Group AG with its HQ in Germany will provide a wide range of products engineered and designed in Germany and will offer its customers accessible premium.”

Christian Borgward, President of the Supervisory Board

A PROUD PAST, INSPIRING THE FUTURE

Christian Borgward

“I have always much admired my grandfather’s tremendous achievements and life’s work. The BORGWARD company history made a huge impression on me because the firm’s success was built on the dreams of just one man. It was his will, courage, and energy that within 40 years created an enterprise that sold more than a million vehicles worldwide and employed in excess of 20,000 people. I was always astonished by how much one man can accomplish if he has a dream and pursues it to the end.“

Karlheinz L. Knöss, Vicepresident of the Supervisory Board

PASSION AND PIONEERING SPIRIT

Karlheinz L. Knöss

“Unique companies and brands are characterised by passion, a pioneering spirit and enduring values. BORGWARD personified these attributes instilled by the strong and single-minded personality of Carl F. W. Borgward, his ideas, his products, and his visionary business leadership. However, persistent success and focused performance do not always guarantee an agreeable climate, as Carl F. W. Borgward discovered to his cost. But his lifetime achievement, the creation of a German brand enjoying international popularity and recognition, with the potential to succeed in the future, has always been my strongest motivation.”

Tom Anliker, Vice President Marketing, Sales & Service

WE PUT OUR CUSTOMERS’ NEEDS FIRST

Tom Anliker

„Sometimes, if you want to go further than ever before, you have to go back to where it all began. Inspired by the pioneering spirit and accomplishments of Carl F.W. Borgward, we as a team think every day about what our customers might want. How do they define individual mobility? What products or services do they desire? What features and technology would help to make our customers’ lives less complicated? Where do our customers want to buy a car? How would they like to interact with us? Our ultimate goal is to deliver an industry-leading purchase and ownership experience through a combination of modern technology and the human touch. In short, we want to be a brand that puts its worldwide customers first.”

Roland Sternmann, Global Executive Design Director Borgward Group AG

WE ARE BRINGING BORGWARD BACK ONTO THE GLOBAL AUTOMOTIVE STAGE. IT’S MORE THAN JUST A JOB—IT’S A RESPONSIBILITY AS WELL AS A PASSION.

Roland Sternmann

„My vision is to bring back cars that are fascinating and have character. Because we are a German automaker, we don’t make any compromises in this respect. This is especially not the case with our design DNA, which is governed by five core values. A new BORGWARD is always sophisticated, elegant, precise, dynamic, and authentic—just like its predecessors.

Our design team reinterprets the brand’s traditions and the creative genius of the company’s legendary founder, Carl F.W. Borgward, and transforms them into modern and future-oriented vehicle concepts.

Intelligent solutions with an emotional and passionate design idiom carry BORGWARD’s traditional core values into the future. It’s a great honor to create a new, contemporary design that puts BORGWARD back to where it has traditionally been on the global markets. But it’s also a challenge, which we are jointly addressing with great enthusiasm.

When we design new models, we also bring about social or general technical evolutions in order to put our claim as an automaker into practice: to make charismatic high-quality products accessible to the general public. We want to make our customers happy and strengthen their conviction that they made the right choice in buying a BORGWARD.“

Marco Dalan, Head of Global Communication

CREATING WORLDS WITH WORDS, EVOKING DESIRES WITH IMAGES, USING DEEDS TO TURN VISIONS INTO REALITY – THAT’S WHAT COMMUNICATION IS ALL ABOUT.

Marco Dalan

“To many people, the notion of bringing BORGWARD back to life may seem brave, audacious and perhaps even a little crazy. But most big plans start with a vision. In the middle of last century, BORGWARD was a fantastic marque that helped shape the Germany of the Wirtschaftswunder years. Today, BORGWARD is a legend. The memory of its diamond-shaped badge lives on – particularly in the many fan clubs around the world. And now BORGWARD is back. But we’re not in the business of building retro cars. We can’t improve on the original. BORGWARD 2.0 will be our modern interpretation of the inventiveness and creative power of Carl F. W. Borgward. We intend to add a new, fascinating and enthralling element to the streetscapes of China, Brazil, India and, most particularly, of Germany. That’s our vision; that’s what we’ll be passionately raising our voices about.”

We want to inspire people with the products we bring to the market in the same way that old Borgward cars continue to inspire us today.

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