Borgward teases new Frankfurt-bound halo sports car

Posted on Aug 1, 2017 by

Next month’s motor show in Frankfurt is shaping up to be the year’s largest for global premieres, and you can add SUV-maker ’s latest sports car to that list. And it may come to the UAE

borgward frankfurt concept

The new Borgward concept headed to Frankfurt could resurrect the Isabella or Hansa name…

As the biennial Frankfurt motor show gets closer to opening its doors to the public on September 14, news of the latest wares is trickling out from all and sundry.

Last time around in Frankfurt, in 2015, a new brand made a big noise about its comeback, since the name Borgward hasn’t been around for some 50 years as the German brand stopped making cars (and competing with BMW) in 1961.

Back then Borgward was well known for some innovative sedans, pretty roadsters, and financial troubles… Now the marque is back and moneyed under Chinese ownership, and the grand plan is SUVs, and lots of them. Borgward has already shown off its high-riding BX5 and BX7 models as part of its surefire plan to sell cars, because crossovers are seemingly the only things that sell.

If we look at the big diamond-shaped Borgward badge (depicted in the red and white colours of the city of Bremen’s coat of arms, where the marque was founded in 1929) placed in a tapering bonnet recess, the concept reminds us of the 1954 Hansa 1500 Sport Coupé…

Targets are highly ambitious, with Borgward penciling in a figure of 800,000 vehicles annually by 2020, with sales commencing in Europe and China next year. The Middle East plays out in the company’s plans too, as Borgward signed regional distribution agreements last month with Awadi Motors in Bahrain, Al-Zayani Trading in Kuwait, and Union Motors in the UAE.

The company’s latest concept looks like a closed, two-door sports car judging by the only teaser photo Borgward released so far, which makes it somewhat of a spiritual successor to the brand’s old Hansa and Isabella Coupé models. In particular, if we look at the big diamond-shaped Borgward badge (depicted in the red and white colours of the city of Bremen’s coat of arms, where the marque was founded in 1929) placed in a tapering bonnet recess, the concept reminds us of the 1954 Hansa 1500 Sport Coupé…

Nothing else about Borgward’s Frankfurt-bound concept is known yet, but like the company’s headlining SUV models it is also expected to be powered by a plug-in hybrid or electric drivetrain.

Post Review

Your email address will not be published. Required fields are marked *