World premiere for Christian Borgward, the grandson of the founder of the company
Bremen/Stuttgart (GER). Christian Borgward’s reaction after his first drive with the BORGWARD BX7 AWD premiere model reveals much about his feelings for the Borgward brand: “It’s like holding your baby in your hands for the first time!” Christian Borgward is the grandson of company founder Carl F. W. Borgward, and he’s also one of the driving forces behind the brand’s impressive comeback. During the BORGWARD World Meeting in Bremen, he had the opportunity to drive the technical grandson of the BORGWARD models from the 1960s for the first time. “My idea to continue my grandfather’s dream is now a reality,” he said. “The Borgward brand is back on the road again—it’s a feeling beyond description!”
Both “grandsons” made a commanding impression during the drive in the BORGWARD brand’s hometown of Bremen, where as many as 100,000 vehicles rolled off the lines every year up until 1962 at the Sebaldsbrück plant that’s now operated by Daimler. After getting himself accustomed to the new vehicle, Christian Borgward started feeling right at home and began to enjoy the relaxing interior with its high-quality full-grain leather surfaces. He had absolutely no problem operating the Multiple Interaction online infotainment system using the touchscreen and the direct access buttons. Naturally, he also used his hands-free Bluetooth cell phone connection with voice-controlled dialing to report live to his family on his comfortable and safe trip in the BX7. The vehicle compensates for tricky situations with, among other things, its active lane-keeping or lane-changing assistance system and the standard city braking assistant, which warns Christian Borgward if he gets too close to the vehicle ahead. The BX7 is also equipped with a traffic sign recognition system that depicts the large number of traffic signs in urban settings on the dashboard display in an orderly manner. Tight maneuvers are made safe and easy with a 360º camera.
As the owner of a sporty Isabella Coupé, Christian Borgward is impressed by the superior sporty and nimble handling of the new BX7 SUV. He also revealed his in-depth knowledge about automobiles: “The chassis and steering are as direct as is necessary and as comfortable as possible. I didn’t expect to see this type of combination in such a large and tall SUV—the car is as fun to drive in the city as it is on country roads and big highways!”
After finishing up his first-ever drive in the BX7, the Chairman of the Supervisory Board of BORGWARD Group AG described what the experience was like. Despite his close emotional and business ties to the BX7 AWD, he did his best to remain objective: “Obviously, our premiere model is facing some high-powered competition in the world’s most dynamic vehicle segment. Nevertheless, the BORGWARD BX7 effectively reinterprets the genes of the successful models from the 1950s and 1960s for the modern era, and the vehicle is going to be successful. It’s more or less exactly the vehicle my grandfather would have built in today’s market environment if he were still alive.”