Dubai
Looking to buy a German make that is not a Merc, Beemer, Audi or VW? Try Borgward.
The automotive brand — deemed as “accessible premium” — is getting a “rebirth” and will have its representation in key Gulf markets as well. In the UAE, Union Motors has picked up the rights, while Al-Zayani Trading Co. has it for Kuwait and Yousif Awadi Group for Bahrain.
“The signing of the Arab distributorships is the first indication that the rebirth of the automotive brand has recognised the Middle East as a core market for the company,” said a statement. “This also sets the foundation for Borgward to enter the GCC with local dealerships offering first-class customer experience.”
It came into being in 1919 and at its peak employed more than 23,000 workers and sold more than one million vehicles. This included the Hansa 1500, launched in 1949, Germany’s “first pontoon-style body, the Isabella (launched in 1954), and the P100 (launched in 1959 and the first automobile with a self-levelling air suspension). As for the present, the manufacturer will have the BX5 and BX7 SUVs to try and win attention. Other models in the line-up include the TS, EV and HEV.
