Asian premiere for the BORGWARD BX7
Investors, analysts, dealers and potential customers in Asia all excited about BORGWARD
Start of BORGWARD production in new plant near Beijing
Strategic model policy: Plug-in hybrid and electric vehicles for all markets
German production facility remains a key element of global strategy
BORGWARD returns to the international stage: In a presentation of global market strategy given in Asia’s financial capital Hong Kong, Ulrich Walker, Chairman and CEO of BORGWARD Group AG, headquartered in Stuttgart, has detailed the cornerstones of this ambitious program. Speaking to an audience including the Chairman of the Delegation of German Industry and Commerce in Hong Kong, Wolfgang Ehmann, and investors, analysts and dealers from 13 countries across Asia, Walker underlined: “BORGWARD was already exporting vehicles to Asia—where German engineering has long been highly regarded—back in the early 1960s, and we are now continuing this tradition. At the same time, our return to Hong Kong underscores our commitment to taking BORGWARD onto a course of growth worldwide.”
Held under the international BORGWARD banner of “BORGWARD Asia and Greater China Strategy Launch & BX7 Asia Debut”, the event also included a presentation of BORGWARD’s B-G-W (Brand Heritage—German Engineering—Worldwide Footprint) strategy. Following last year’s appearance at the leading international motor show IAA in Frankfurt, the Hong Kong event marks a further important step towards turning BORGWARD back into a global brand. Wolfgang Ehmann was delighted by the dynamic development at BORGWARD: “It’s not only an important moment for all BORGWARD fans around the world but also a milestone for both the German and the global automobile industry.”
Walker also had the following to say: “Our B-G-W strategy will revitalize the BORGWARD brand on a lasting basis. We will be utilizing completely new sales channels and we will be offering new and alternative drives for all of our model series right from the market launch onward.” Further factors that will sharpen the profile of the BORGWARD brand worldwide are its portfolio of intelligent and high-grade vehicles and the possibilities opened up by its presence in the high-growth markets of Asia and South America and in markets from the Middle East to the Indian subcontinent.
This event also marked the Asian launch of the BORGWARD BX7. The vehicle on show in Hong Kong was one of the first to roll off the production line at the new plant northeast of Beijing. The high quality of manufacturing and excellent standard of finishing impressed all round. The planning and construction of a German production facility remains a key element of BORGWARD strategy. Following the market launches in China, India and other emerging markets scheduled for this year, BORGWARD is to launch on the German market within the next two years. The market launch in Germany will be restricted to plug-in-hybrid and purely electric vehicles.
Further information
BORGWARD Group AG
Kriegsbergstrasse 11
70174 Stuttgart, Germany
Marco Dalan
Head of Global Communications
Telephone +49 711 365 100
E-mail media@borgward.com
www.borgward.com
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