Borgward Bringing Something New To Geneva Motor Show

Reborn German carmaker Borgward is returning to the Geneva Motor Show this year with what it mystifyingly describes as “More than just a world premiere”.

Geneva was the place it announced its comeback last year, some five decades after it went bankrupt, when a consortium of investors with Chinese backing, led by the grandson of the original company founder, Christian Borgward, re-launched the brand.

Borgward followed up with the presentation of the near-production BX7, a luxury SUV aimed at models like the Audi Q5, BMW X3 and Mercedes-Benz GLC, at the Frankfurt Motor Show in September of 2015, with plans to begin sales initially in China this year.

The only clue we get for its new Geneva motor show debut is a single cropped picture of what may or may not be the rear of a concept car. Borgward officials have previously said that the company wants to create a range of cars in the small, compact and mid-size segments, penned under the guidance of design boss, Einar Hareide, who has worked for Volvo and Saab in the past.

Update: As one of our readers pointed out in the comments, the press release picture was from Borgward ‘s Frankfurt motor show booth

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