The new Borgward- Large percentage of Borgward is for sale due to poor sales
- Thread starter RocZX
- 122 comments
- 18,459 views
- 34,584
- Addison,Texas
- GTP_RACECAR
Even more reason not to have such a high expectation, not to mention people have an annoying tendency of comparing something new to something else.
This brand's only identity is one that only is remembered on some old film and the people that were there, as of it right now it doesn't have one so again its unrealistic to expect so much when they haven't established themselves Now.
Obelisk
Premium
- 9,529
- United States
- RMedia_Obelisk
- 26,241
- Houston, Texas, USA
- JMarine25
My take on all of this is that hardly anyone knows who Borgward is and what their products are, so to criticize them like they should be making cars to rival Koenigsegg or somebody is just too harsh. So I'm with RACECAR in defense of Borgward. We can't go rip on Borgward just because they aren't making cars trying to challenge world-class marques and is a company hardly anyone knows of in this day and age. That's like hating on an athlete (including race car drivers) who was retired for a long time just because he/she doesn't perform well in a sport. And I still believe Borgward may simply make these more common vehicles now but may possibly step up and make more premium and more exciting cars in the future. I just don't agree with knocking this company just because they are not very well known and haven't made cars in over half a century. Final thought: go easy on Borgward.
- 10,735
- Plymouth, UK
- motorforum
I was never asking for a hypercar. I was suggesting they could've come out with a personal coupe priced to undercut the German coupes, which is a market space in Europe that barely exists anymore now that everyone makes SUVs in place of coupes. If you're looking to buy one of these Borgwards, there's got to be 5-10 established products fighting with it. There is potential for coupes and cabriolets beneath the German trio, hence why Opel offer the Cascada.
Their sales would stand a better chance offering something different in the market than another me-too product. They're unlikely to be anything more than a footnote on European sales charts, they might as well be a unique footnote.
Their sales would stand a better chance offering something different in the market than another me-too product. They're unlikely to be anything more than a footnote on European sales charts, they might as well be a unique footnote.
- 26,241
- Houston, Texas, USA
- JMarine25
Is Borgward's biggest challenge more about trying to establish an identity after such a long hiatus from making cars? This isn't the thread on Spyker, but I probably knew nothing of Spyker until that lovely C8 cars came along. Same goes for when the Spyker Squadron machines appeared in GT racing. If you're going to revive a brand, you're best served to offer something that is going to get people talking. So far, the modern offerings aren't exciting too many people. I still believe maybe Borgward are trying to slowly ease in and provide some interesting products.
Or you know what? Maybe Borgwand slowly offering certain products reminds me of a company offering some great stuff the past decade or so- McLaren. Think about when McLaren came back with a car like the McLaren MP4-12C and then with the fine P1. At least people knew of McLaren and knew they came up with a slam dunk of a car when they made the McLaren F1 and its racing variants. Personally, the McLaren F1 is my all-time favorite car regardless of segment or genre. McLaren can fall back on their past and not face as much of "who's McLaren?", unlike Borgward.
At least, this is the way I see Borgward and them trying to establish an identity and a reputation in today's auto landscape.
[UPDATE] Changed order of P1 and MP4-12C.
Or you know what? Maybe Borgwand slowly offering certain products reminds me of a company offering some great stuff the past decade or so- McLaren. Think about when McLaren came back with a car like the McLaren MP4-12C and then with the fine P1. At least people knew of McLaren and knew they came up with a slam dunk of a car when they made the McLaren F1 and its racing variants. Personally, the McLaren F1 is my all-time favorite car regardless of segment or genre. McLaren can fall back on their past and not face as much of "who's McLaren?", unlike Borgward.
At least, this is the way I see Borgward and them trying to establish an identity and a reputation in today's auto landscape.
[UPDATE] Changed order of P1 and MP4-12C.
Last edited:
- 26,241
- Houston, Texas, USA
- JMarine25
I made the edits long ago (and thanks for setting me straight), because I wasn't sure which McLaren came first in my initial post. But again, who knows of Borgward and the products they created and the identity they established today? I think these have been the sort of deterrents and obstacles for Borgward today. There is still that chance of this company coming up with something incredible that nobody could see coming. That possibility still exists and is still real. If/When that does happen, this company will surely make its mark and get us folks talking.
- 23,800
- Philippines
They're not going to be a roaring sales success in either... it's better to be a marginal player in a thriving market segment than a (still) marginal player in a dead one.
Granted, the one problem with starting with SUVs is that they don't capture the imagination like sports cars or super cars do. And that kind of publicity helps build brand image.
-
Then again, if you look at the Qoros brand... simply aiming at luxury buyers with an unknown brand isn't a great business model. And Borgward seems to be aiming at the same premium segment as Qoros...
-
Of all the brands launched in the past decade, the only ones to see some form of success are Tesla and BYD. BYD is an odd one, because they're just a bit player in China, but they've struck gold through their battery technology innovations and EV deals with provincial governments. They're now the best-selling EV maker in China... and they're doing it by selling full-sized EVs rather than glorified golf carts. But their target market is different from Borgward or Qoros.
Tesla has made it through sheer... uh... something. They're constantly teetering on the edge of bankruptcy, but Elon's salesmanship and the sheer marketing drive of the company keep it afloat. Tesla's target market is, needless to say, much higher-income than the others. And he managed to weather the traditionally rough startup of auto companies by taking some smart shortcuts with the development and production of the Roadster... similar to how BYD started off with its own cars, only basing their stuff off of old Corollas and Lexus RXs isn't quite as sexy as building a car based on a Lotus!
-
Qoros and Borgward seem to be doing things completely from the bottom up. Whether this works out in the long run remains to be seen, but one thing's for sure, your investors will have to be willing to play the long game, because developing cars from scratch means that your first few model years will most certainly be non-profitable, no matter what your volume.
-
- 2,094
- FL, USA, Earth, Sol, Local Bubble, Milky Way
- TeamACRZARacingo
- GyroxOpex
- 26,241
- Houston, Texas, USA
- JMarine25
It's tough to recognize a car as a legend if hardly anyone knows of you. That said, I can see a bit of Jaguar, Volvo, and maybe even Renault in this Isabella concept car. It's like being a legend among your peers... but no one knowing you outside of your city or region. So name recognition is going to be a problem for some people in regards to people taking this reborn Borgward seriously. I do think this is a very nice car. Not gorgeous, but very charming.
Like I said- you never know what Borgward is up to after such a hiatus. Now we have a little idea of what Borgward is coming up with, at least in the short term.
Like I said- you never know what Borgward is up to after such a hiatus. Now we have a little idea of what Borgward is coming up with, at least in the short term.
RocZX
Premium
- 8,849
- New York
Large percentage of Borgward is for sale due to poor sales
Edit-
They take an old brand not the average car person knows about let alone an average person and all they made was crossovers ( cause crossovers sell). And now they are looking to sell the brand cause no one wants to buy no one wants to buy a crossover from a brand they never heard of, who would have guessed
europe.autonews.com
Edit-
They take an old brand not the average car person knows about let alone an average person and all they made was crossovers ( cause crossovers sell). And now they are looking to sell the brand cause no one wants to buy no one wants to buy a crossover from a brand they never heard of, who would have guessed
Last edited:
Similar threads
