Borgward is Coming


As a key part of its global expansion plan, Stuttgart-based Borgward Group AG has entered into a strategic partnership with the automotive sales specialist International Motors and IM Group Ltd for the British and Irish markets.

Contracts are already close to being finalised with IM Group’s Nordic and Baltic businesses and a Memorandum of Understanding was signed on Wednesday to confirm their intention to import Borgward in the UK and Ireland. Over the past three years, Borgward has consistently pursued a “go-west” strategy: starting in China, the manufacturer has since expanded into more than a dozen countries worldwide, including South East Asia, Russia and the Middle East. In the summer of this year, Borgward also returned to its German home market. Borgward is best known in the UK for its pioneering products of the 1950s and 60s. Now, in line with its WE. DRIVE. ZEITGEIST strategy, the forward-thinking German brand has re-invented itself with a luxury range of accessible premium SUVs. The petrol-engine BX5 and BX7 are already available in Europe but the brand’s intention is to sell electric vehicles once production starts on the BXi5 and BXi7. Combining German quality and engineering with impressive style credentials, the Borgward BXi7, all-electric concept SUV, is the German Design Award Winner for 2018.

Tom Anliker, Senior Vice President of Global Marketing, Sales and Service for Borgward said “We’re very pleased to find such a professional and dedicated organisation that will re-launch Borgward back to the UK and Irish markets”.

Andrew Edmiston, Managing Director of IM Group Ltd added “Our company originated from a heritage brand so we’re particularly excited to resurrect this famous brand from the past. Borgward is known for its innovation and style and we see this continuing in the future with this exciting new range of products”.

Production of right-hand drive variants is expected to start in early 2019 in anticipation of a UK & Irish launch towards the end of 2019. Price, specification and line-up of the Irish offering will be announced closer to the time.


About Author

Michael Sheridan

Michael is Motorhub's Editor. Well known from TV and radio, Michael has been writing, presenting and judging cars since the mid 90's. He is a renowned Producer/Director and documentary film maker. Dozens of credits include: The Whole Way Round (Gay Byrne), The Shamrock Run (Alan Shortt), The Viking Run (Clodagh McKenna) and The Irish 66ers (David Mitchell) and The Climb for Kids (Colin Farrell). Print credits include: the RTE Guide (motoring editor 1999-2003), many national daily papers and Sundays including The Irish Times (freelance) plus other magazines. National radio credits include multiple at RTE Gerry Ryan show, the Mooney Show, The Dave Fanning Show, Drivetime etc. TV credits as a motoring expert include RTE's flagship current affairs show Primetime and TV3's Ireland AM. Michael also presented RTE's car show Drive! in the late 90s and directed some items in MPH2 on TG4. Michael contributes weekly on motoring issues to The Last Word show with Matt Cooper on Today FM. Michael has represented Ireland's motoring journalists in Motorsport at the International Mazda MX-5 endurance race series in Italy and the Arctic Ice Race. He has been a Car of the Year Judge for 20 years, more recently a judge for Van of the Year. Michael is a former Chairperson of the Association of Professional Motoring Press (APMP).

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