Published on June 19th, 2021 | by Daniel Sherman Fernandez0
Bye Bye Borgward. You Will Be Missed…… Or Not
Looks like the Borgward showrooms have closed and the business retired in Malaysia.
A year before the Covid-19 pandemic there was some activity with the Borgward automotive brand in Malaysia with small showrooms still active in some small towns and a few units running around Klang Valley. We even met a dealer that was actively promoting the brand online and explained the ‘bright’ future of Borgward in Malaysia.
In case you never heard of this auto brand, Borgward is a retired German automotive brand that was bought over by a Chinese automotive group, BAIC some years ago and it was revived with Audi engineering (from the Volkswagen Group) underneath a new modern design and cabin.
The business started operation sometime in July 2019 with Go Bremen Motors with two engine options made available for sale. The Borgward BX5 was offered with the Volkswagen Group sourced 1.4-litre TGDI (Priced from RM118,000) and the 2.0-litre TGDI (Priced from RM138,000) which is also a Volkswagen Group sourced engine.
The 1.4-litre engine was paired with either a six-speed manual transmission or a six-speed automatic, while the 2.0-litre variant was paired with just an automatic transmission. There will also the choice of a four-wheel drive (4WD) or two-wheel drive option for the 2.0-litre variant.
For the 1.4-litre engine, it generates 148hp at 5,500rpm and 250Nm of torque from 1,750rpm to 4,000rpm. The 2.0-litre engine, meanwhile, produces 221hp at 5,500rpm and a maximum torque of 300Nm from 1,750rpm to 4,500rpm.
The 1.4-litre manual transmission variant, can reach a top speed of 190kph, while the automatic transmission variant’s top speed is 185kph. Some Malaysians were also looking at the launch of the full electric Borgward BXi7 which was shown in their Glenmarie showroom for some months.
In December 2019, Borgward China showed their all new model for the Chinese market, the BX3. This was a Crossover designed to compete with the Proton X50.
Since its arrival in Malaysia back in late 2019, there is little or no marketing and promotional activity and only a handful of units have been registered and sold. Current customers are very happy with their Borgward and comparisons to an Audi Q5 have been mentioned in conversations which confirms the quality and value delivered by this German brand with Chinese manufacturing.
Unfortunately, we have just found out that Borgward in Malaysia is closing down due to lack of sales and also lack of new models coming from its factory in China. The slowdown of financial backing and funds for research and development at Borgward in China reduces its chances to compete with the fast pace of other car manufacturers in China.