Borgward drives the new Borgward
World premiere for Christian Borgward, the grandson of the founder of the company
Bremen/Stuttgart (GER). Christian Borgward’s reaction after his first drive with the BORGWARD BX7 AWD premiere model reveals much about his feelings for the Borgward brand: “It’s like holding your baby in your hands for the first time!” Christian Borgward is the grandson of company founder Carl F. W. Borgward, and he’s also one of the driving forces behind the brand’s impressive comeback. During the BORGWARD World Meeting in Bremen, he had the opportunity to drive the technical grandson of the BORGWARD models from the 1960s for the first time. “My idea to continue my grandfather’s dream is now a reality,” he said. “The Borgward brand is back on the road again—it’s a feeling beyond description!”
Both “grandsons” made a commanding impression during the drive in the BORGWARD brand’s hometown of Bremen, where as many as 100,000 vehicles rolled off the lines every year up until 1962 at the Sebaldsbrück plant that’s now operated by Daimler. After getting himself accustomed to the new vehicle, Christian Borgward started feeling right at home and began to enjoy the relaxing interior with its high-quality full-grain leather surfaces. He had absolutely no problem operating the Multiple Interaction online infotainment system using the touchscreen and the direct access buttons. Naturally, he also used his hands-free Bluetooth cell phone connection with voice-controlled dialing to report live to his family on his comfortable and safe trip in the BX7. The vehicle compensates for tricky situations with, among other things, its active lane-keeping or lane-changing assistance system and the standard city braking assistant, which warns Christian Borgward if he gets too close to the vehicle ahead. The BX7 is also equipped with a traffic sign recognition system that depicts the large number of traffic signs in urban settings on the dashboard display in an orderly manner. Tight maneuvers are made safe and easy with a 360º camera.
As the owner of a sporty Isabella Coupé, Christian Borgward is impressed by the superior sporty and nimble handling of the new BX7 SUV. He also revealed his in-depth knowledge about automobiles: “The chassis and steering are as direct as is necessary and as comfortable as possible. I didn’t expect to see this type of combination in such a large and tall SUV—the car is as fun to drive in the city as it is on country roads and big highways!”
After finishing up his first-ever drive in the BX7, the Chairman of the Supervisory Board of BORGWARD Group AG described what the experience was like. Despite his close emotional and business ties to the BX7 AWD, he did his best to remain objective: “Obviously, our premiere model is facing some high-powered competition in the world’s most dynamic vehicle segment. Nevertheless, the BORGWARD BX7 effectively reinterprets the genes of the successful models from the 1950s and 1960s for the modern era, and the vehicle is going to be successful. It’s more or less exactly the vehicle my grandfather would have built in today’s market environment if he were still alive.”
BORGWARD BX7 AWD: Luxurious SUV with character
The BORGWARD BX7 is a near-production prototype for the globally popular market for large mid-size SUVs. The newcomer, which is 4.70 meters long, makes a big impression with an innovative all-wheel drive system, powerful plug-in hybrid technology, and Multiple Interaction, which is the most advanced online communication and entertainment system on the market. Outstanding safety is guaranteed by the intelligent and comprehensive PROTECT occupant protection concept, which features groundbreaking preventive vehicle dynamics and driver assistance systems that can help avoid collisions. If worst comes to worst, however, a highly stable occupant cell with precisely defined deformation zones, as well as passive restraint systems, provide reliable protection and can significantly mitigate the consequences of an accident.
Additional highlights in the new SUV include an exceptionally spacious interior for a vehicle in this class (up to seven seats), and BORGWARD’s typically high level of design quality in line with the brand’s guiding principle of Modern Tradition. BORGWARD designers keep this motto in mind when developing the brand’s typical design idiom at the Design Center in Renningen, which is located near company headquarters. Here, the designers merge modern sculptural shapes with the BORGWARD brand’s traditional values to create superior automobiles that exude self-confidence.
BORGWARD World Meeting Bremen 2016
For the first time since 1990, members of the international BORGWARD fan community are gathering together for a World Meeting, where they can establish contact with the reborn brand for the first time. Along with legendary classic cars such as the Isabella, Arabella, and P 100, which are celebrating their return to their native city, the event will also showcase prototypes of the BORGWARD BX7 premiere model. The World Meeting thus brings together history and the future, a retrospective and a preview or—put simply—yesterday and tomorrow. Christian Borgward, grandson of company founder Carl F.W. Borgward and Chairman of the Supervisory Board of BORGWARD Group AG said: “I have been tremendously influenced by the brand created, and the things achieved, by my grandfather, whose 125th birthday we are celebrating at the BORGWARD World Meeting. I am incredibly pleased by the fact that the return of BORGWARD has now become a reality, and I am convinced that my father and grandfather would be just as thrilled as I am if they could experience this revival.”