Revived automaker Borgward has announced its intentions to reveal a new model on February 29 prior to the car’s public debut at the Geneva Motor Show.
Without even offering some sort of teaser, Borgward promises “more than just a world premiere” for this year’s Geneva. Additional details will be published in the following days when hopefully the resurrected car company will at least reveal the type of body style. We remind you its first model after a hiatus of more than half a decade is the BX7 crossover originally unveiled at the Frankfurt Motor Show in September last year.
While Borgward has its origins in Germany, nowadays the company is owned by Foton Motor from China where all of the models are going to be produced. The plan is to sell the cars initially in China and if the business will prove to be profitable then the company will expand availability to select markets in Europe.
Borgward uses the term “accessible premium” to indicate the cars are set to offer upscale features at a lower price tag compared to segment rivals. Taking into account the BX7 takes the shape of a crossover, perhaps the second model will be a sedan to offer more variety for those willing to take the plunge and acquire a car from a virtually unknown automaker.
Note: Photo shows the front grille of the BX7 from last year's Frankfurt Motor Show.