new drive

Back on the Road

Borgward 2 DPA
Borgward is back.
  • Why it matters

    Why it matters

    There might be new competition in the auto industry if Borgward achieves its ambitious production plans.

  • Facts

    Facts

    • Christian Borgward, grandson of the founder, has recruited auto industry veteran Karlheinz Knöss as vice-president of the revived brand, who is promising the company can achieve production of  800,000 cars per year by 2020.
    • Mr. Knöss says an SUV model under the Borgward name will be unveiled later this year in time for the International Auto Show in Munich in the fall.
    • The company will reenter the market looking for ways to exploit interest in everything from electric cars to hybrids.
  • Audio

    Audio

  • Pdf

The Borgward stand at the Geneva Motor Show showed a 50-year old Isabella Coupe painted in sky blue and cream colors, a glossy icon of Germany’s economic miracle. It was more than fifty years old.

Since the company went out of business half a century ago, the coupe was the only vehicle it had to put on display. Nonetheless, the company has a shiny new logo: A rhombus in red and white, similar to the one adorning the old Isabella.

Borgward is back, is the new logo’s message.

Want to keep reading?

Subscribe now or log in to read our coverage of Europe’s leading economy.