Bankrolled by a Chinese truckmaker and run by a former Daimler executive, Borgward's revival is starting to look real.
The return of the German brand, announced in March at the Geneva show, didn't include much in the way of details, only a slick promotional film and a few classic cars from the late 1950s on the company's stand.
But Automotive News Europe reports that the company's first vehicle will be an SUV, and the man at the helm of the revived Borgward is Ulrich Walker, former head of Daimler's northeast Asia operations, which included China. Walker retired from Daimler in 2012 after a 30-year career.
Borgward built more than 1 million vehicles between 1919 and 1961 and was once Germany's third-largest manufacturer by some accounts. Its most popular car, the Isabella, was sold in North America in small numbers.
According to reports in Germany, the revived company is being funded by Beiqi Foton. On its website, the 18-year-old Chinese company lists large trucks and pickups, and it claims to have an SUV, the Sauvana, coming soon. That vehicle -- with different styling -- could be the basis of the new Borgward. More details are expected this fall at the Frankfurt show.