Incredible News - A Legend Returns

"Jonee" (Jonee) 02/07/2015 at 14:30 • Filed to: Borgward

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That's right. Borgward is back, baby! Bring on the new Isabellas! Can Goliath and Hansa be next? I'm giddy at the possibilities that will most likely not meet my expectations. But, my dreams of resurrecting Eisenacher Motorenwerk have new life.

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Klaus Schmoll > Jonee 02/07/2015 at 14:36

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Let's see what the Chinese actually do with the name. So far I think it's a little early pop open a bottle of champagne.

On the other hand, this might be just the tactic to enter the European market. After the failure of Chevrolet, it's pretty clear that simply introducing a new brand isn't too easy. So maybe ressurection an old one might do the trick.

Jonee > Klaus Schmoll 02/07/2015 at 14:43

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Yeah, my excitement is pretty tongue-in-cheek since it's the Chinese. And, that company is connected to Mercedes, I think, so who knows what it'll be if they ever actually build something. Still, a great name with some really interesting cars in its history.

Klaus Schmoll > Jonee 02/07/2015 at 14:43

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BTW, here's a rendering of a luxury sedan that somebody did based on nothing.

KentWynne > Klaus Schmoll 02/07/2015 at 16:01

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You raise an interesting point. Regardless the platform and underpinnings, a familiar but dated marque should have a better chance of cracking the market than a brand new product. Take it a step further, into the US, and feed the market's hunger for "German engineering" by slapping a Studebaker badge on a fancy Geely or Dongfeng, and who knows...

Jobjoris > Jonee 02/07/2015 at 16:42

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Awesome! Can't wait for Geneva to start this year. The Chinese company backing this resurrection is the Foton Motor Company. They do have a joint-venture with Daimler AG already which produces commercial trucks. Guess what day 3rd March 2015 is? Teutonic Tuesday!!!!

Klaus Schmoll > KentWynne 02/07/2015 at 17:40

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Yep, if it was me, I'd probably buy defunct brand names specific to certain markets. Talbot in France, Borgward, Wolseley or Hillman in Britain, ... any ideas for something Italian?

wkiernan > Jonee 02/07/2015 at 18:21

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Here's June Palmer fiddling with an old Isabella.

Jonee > wkiernan 02/07/2015 at 18:46

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Indeed

Jonee > Klaus Schmoll 02/07/2015 at 18:49

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Autobianchi? Iso? Lancia?

Jonee > Klaus Schmoll 02/07/2015 at 18:50

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Funny to see that badge on something modern.

Jonee > Jobjoris 02/07/2015 at 18:57

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Are they planning to show or announce something related to this there? A concept design based on the Isabella would be a good place to start in my mind. That's the only Borgward anyone remembers and it was such a pretty car. Maybe I'll do something Borgward group related for then. I do love Goliath three-wheelers. Will you go to Geneva?

Klaus Schmoll > Jonee 02/07/2015 at 19:04

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Lancia still isn't technically dead yet. Autobianchi, while a good choice, might still somehow belong to FIAT/ChryCo. Iso Rivolta is a good one but they never were a mass market producer. The idea behind this is to appeal to people whose dad or grandpa had one of them. Italy really is tricky. I'm still thinking but I can't find the right choice.

Jonee > Klaus Schmoll 02/07/2015 at 19:17

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Yeah, Fiat's always been so dominant there, it is hard. Everyone's grandfather or father had a Cinquecento. Iso did make the first Isettas. Where's the Innocenti name these days?

Jobjoris > Jonee 02/08/2015 at 06:32

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As far as I understand all the buzz online they have an own 'booth' at Geneva. That's not a 'stand' in my book so my guess would be there won't be a physical concept, maybe some drawings/renders. One other guess: that first one will be called 'Isabella' for sure.

No Geneva for me this year. I'm in the middle of moving house at that moment: I just bought a 1916 'monument' which need some restoration. As if I didn't have enough on my hands already ;-)

It's the middle one, the garage (in the backyard) needs to be built-up from scratch.

Jonee > Jobjoris 02/08/2015 at 13:29

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Wow, that's a much bigger project even than the 2002. The garage is obviously very important, but building it from scratch you can make it perfect. Where is the house?

Jobjoris > Jonee 02/08/2015 at 14:44

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It's 350 meters from my current house in Breda (south of Netherland but I probably mentioned that one sometime before). I have a small 'business-unit' nearby (at my current house) for my projects so that garage need not be so important. But I really want the 911 to be even nearer. So some sort of a garage will be built, preferably 2-car.

It's one of Breda's oldest streets. To share a bit of it's ambiance of the 70s:

And yes: That's a TVR. And a Daf ;-)

Jonee > Jobjoris 02/08/2015 at 15:33

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That looks lovely. The photo is amazing. What's that giant 70's Chevy doing there?

Jobjoris > Jonee 02/08/2015 at 16:01

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Haha, back then only pimps and criminals would drive that. And pub-owners. There's still plenty of those pubs around (my favorite pub is on that picture and yes: Really nearby!). Okay, one more:

That's the actual building, behind that Ford Taunus (if you would stand at the left passenger's door).

Jonee > Jobjoris 02/09/2015 at 03:31

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Was this one taken before, or after the pimps and criminals lived there?

Jobjoris > Jonee 02/09/2015 at 03:55

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Haha, after. This one is from '84. The time the rich & famous bought all these monumental building for next to nothing. Okay, one more.

Just after WWII. You can tell by the streetname 'Ginnekenweg'. Prior to the war it was called 'Wilhelminastraat' but that one referred to our royals and the Germans didn't really liked this. 'We' have never changed it back since. My newly bought home is left to that car (Opel?).

Jonee > Jobjoris 02/09/2015 at 15:02

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That's so cool. When do you move in?

Looks to be an Opel. Olympia?

Jobjoris > Jonee 02/09/2015 at 15:26

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I think it is. I'll 'get the keys' 27th of Februari. I got to get out of my current house 12th of March. There isn't enough time to do all stuff needed so next couple of months I'll live in a 'project'...