CarBrandLogos archive · Borgward · 2015
A dormant German badge revived in Beijing, aimed squarely at the SUV boom.
Discover the storyPhoto: Navigator84 · CC BY-SA 4.0
The story
Explore the ideas, engineering and context that shaped the Borgward BX7, then continue into its specifications and place in the marque's lineage.
01
Borgward had been dead for more than half a century when the Chinese truck maker Foton bought the rights to the name and relaunched it at the 2015 Frankfurt show, complete with a Borgward family member on stage for credibility. The BX7 was the first product: a compact luxury crossover styled by Roland Sternmann and Benjamin Nawka, engineered with German input and built in Beijing.
2018 Borgward BX7 · User3204 · CC BY 4.0
02
Mechanically it was mainstream — a front-engined, four-wheel-drive SUV with a 2.0-litre turbocharged four descended from the Saab H engine family, a six-speed automatic, and a plug-in hybrid version pairing that engine with an electric motor. The reviews called the execution competent and the concept confused, since the car's German heritage existed only on the badge.
03
Sales in China were modest and the promised European return never materialised in any volume. Production ran from 2016 to 2021 before Borgward's operating company went into insolvency, ending the revival more quickly than the original firm had lasted.
At a glance
Produced
2016–2021Engine
Petrol engineDesigner
Roland SternmannBody
5-door SUVTechnical specification
Badge at launch
This is the marque emblem that accompanied the BX7's era. The full identity timeline is documented in the brand archive.
Explore the logo history →From the journal
Contemporaries from the 2010s
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