Borgward revival – again

Borgward announced its comeback, again.

At Automobilsalon in Geneva the revival of Borgward was announced. A portfolio of new Borgward cars should be introduced gradually within the next years. The first car is supposed to be shown at IAA in Frankfurt.

The list of former German car brands is long:

The number of successful revivals is low. Bugatti was revived by Volkswagen. Whether this is economically successful can be questioned, similar to the Phaeton. Mini Cooper cars were still on the streets, when BMW launched the new model. Maybach was a failure.

All car barnds are fighting a shrinking number of new drivers and the decreasing importance of automobiles in general. A shrinking market and sinking importance of cars as a prestige product are not a great environment for brand revivals.