The Borgward brand has a long history. Once the third largest vehicle manufacturer in Germany, the name hasn’t been seen on a new car since the company went bankrupt in 1961. But it’s about to rise from the ashes.
In its heyday, the Bremen-based carmaker employed more than 20,000 people and sold cars under the Hansa, Goliath, Lloyd and Borgward badges. Founded by charismatic industrialist Carl Borgward, the company built stylish cars that incorporated cutting-edge technology such as pneumatic suspension and anti-roll systems. Some car enthusiasts consider the Isabella to be one of the era’s most beautiful cars, and the P100 was one of the fastest cars in its class. Some models were even exported to the United States.
Those engineering the comeback have decided to once again do things differently from the competition. True to Mr. Borgward’s legacy, innovation is driving the brand’s revival. But instead of a nimble coupe in the style of the sporty Isabella, Borgward has gone to the other end of the market and is concentrating on sport utility vehicles. Employing electric and hybrid power systems, the automaker aims to break new ground in the SUV sector.