BORGWARD LAUNCHES IN GERMANY

Borgward Group AG is setting course for a market launch in Germany. The Stuttgart-based vehicle company has concluded a strategic partnership for its service with Germany’s leading chain of workshops A.T.U.

• Premiere model BX7 TS Limited Edition, price 44,200 euros
• Borgward consolidates new business models for sales and service
• Comprehensive service with strategic partner A.T.U.
• Cost benefits to customers

Borgward Group AG is setting course for a market launch in Germany. The Stuttgart-based vehicle company has concluded a strategic partnership for its service with Germany’s leading chain of workshops A.T.U. “Our collaboration is a milestone in our return to Germany. In A.T.U we have found the right partner to implement our new service business model with und which will support us in a successful market launch,” Tom Anliker, Senior Vice President Marketing, Sale & Service for the Borgward Group AG, said in Stuttgart on Monday. “Together, Borgward and A.T.U have devised a completely new service concept and made it market-ready. We have thereby created the basis for a professional, countrywide service across Germany for Borgward vehicles,” Andreas Schmidt, Service and Technology Manager an A.T.U, said about the strategic partnership.  

At the same time, the Stuttgart-based automotive company published the price for its premiere model in Germany: The sporty and fully equipped Borgward BX7 TS Limited Edition SUV can be ordered now at a price of 44,200.00 euros (incl. 19% VAT, net 37,142.86 euros).

Cooperation with A.T.U and online direct marketing are integral components of Borgward’s innovative service and marketing concept. “Through our strategy we are creating a first for the German automotive sector. Right from the start, we are relying on a separation between sales and service in order to break new ground. For us, the customer is at the centre, and that is how we are acting,” Tom Anliker continued.

Comprehensive service, clear cost advantages for Borgward customers

Borgward has analysed existing business models, customer requirements and trends in other sectors. Outcome: Customers expect a simple and transparent purchasing process without hidden costs and indicated that they are more than willing to conduct this online. In addition, a comprehensive and reliable network of workshops is expected.

The Borgward principle serves these requirements: With sales, the company is looking to intelligent linking of online and offline measures. Test drive centres, mobile sales teams, delivery direct to the customer and pop-up events round out the online presence. Borgward remains open to complementary sales agreements. A precondition is that any potential partner supports the business model of digital direct marketing. “Using our new business model, we are able to react in our marketing rapidly and flexibly to constantly changing customer behaviour. Moreover, the service provides optimal coverage as well as cost advantages through considerably lower service and workshop costs. This means that our customers profit several times over: We are marketing our models, like the Borgward BX7 TS Limited Edition, at a considerably lower price than competitors with comparable features and also offer advantages in the maintenance costs,” Tom Anliker added.

There are for example clear cost advantages in the collaboration with A.T.U, for example through the use of the existing network of workshops, the use of high-quality wearing parts and spare parts approved by Borgward to the same quality as the original components, and the less expensive hourly rates charged by comparison with many brand name workshops. 

“Borgward is secure right from the launch phase in the provision of services to the customer with the 577 A.T.U branches in Germany. This exclusive cooperation ensures high quality, for example with servicing when carrying out inspection, repair and warranty work according to our manufacturer’s instructions,” Gerald Lautenschläger, Executive Director European Operations, says. Eight technical centres of competence and 30 other specially trained service points will be set up for Borgward within the A.T.U network. In all other A.T.U workshops, customers will for example we able to have tyre services and over the next few years servicing and maintenance work carried out.

Trips to neighbouring European countries are similarly unproblematic. “Our customers will benefit here from the reliability of the Borgward models. A mobility service concept developed with the ADAC ensures that our customers are well cared for in Europe,” Lautenschläger added.

The A.T.U central depot will provide spare parts in Germany within 24 hours on the basis of its logistics infrastructure. In addition, A.T.U provides further services for Borgward, e.g. a customer service hotline, technical competence centre and technical training.

Online direct sales launches today in Stuttgart with exclusive offers for the limited Borgward BX7 TS Limited Edition special series. Interested customers can gain information from www.borgward.com, the Borgward hotline 0800 / 2498888 or from de-service@borgward.com. Borgward offers a four-year warranty (max 120,000 km) and four years’ Euro-Assistance with the ADAC mobility service. 

Fully equipped with many convenience features

Designed equally for comfort and driving pleasure, the Borgward BX7 TS Limited Edition boasts, alongside its intelligent torque-on-demand all-wheel drive, an extremely modern, direct injection four-cylinder engine that puts out 165 kW (224 HP) and maximum torque of 300 newton metres. The power plant meets the Euro 6b emissions standard and the energy label E. Fuel consumption is 11.7 / 7.3 / 8.9 l/100 km (urban / extra-urban / combined), CO₂ emissions are 277 / 174 / 212 g/km (urban / extra-urban / combined).

The Borgward BX7 TS Limited Edition excels through its high level of comfort, comprehensive online infotainment CARL Connect, outstanding safety features and offers full equipment and accessories. An overview of the most important equipment and technical data follows*:

* Provisional data, alterations possible for market launch

Technical data for BX7 TS Limited Edition*

* Provisional data, alterations possible for market launch

** According to VDA