It’s pretty hard to establish your identity as a new automotive brand aiming to sell mainstream cars.
China’s Qoros made somewhat of a splash when it was announced and revealed, and now it’s the turn of another new (or rather, resurrected) name, Germany’s Borward.
The company showed off their first completely new model, the BX7 crossover, at last month’s 2015 Frankfurt motor show. The model, while not bad looking at all, is a tad anonymous and as Theophilus Chin points out via his series of renderings using grille designs from different manufacturers.
When I first saw the BX7, Maserati design came to mind, and I was able to confirm the clear visual link with one of the below photos. It also looks pretty natural as a Mercedes and Buick, but I don’t think it could ever pass for a Jaguar or BMW; the Audi grille is right in the middle in terms of suitability.