Borgward Sales Data, Trends & Analysis for the Chinese Automotive Market
Founded by Carl F. W. Borgward in 1919 in Bremen, Germany, the Borgward Group produced a range of cars under different brand names, including Borgward, Hansa, Goliath, and Lloyd. During its prime in the 1950s, Borgward was the third-largest automaker in Germany. Over the years, Borgward introduced several innovative models. The Borgward Isabella, launched in 1954, was particularly popular and became one of the brand’s best-selling models. In 2015, after decades of inactivity, the Borgward brand was revived with the backing of Chinese investors.
Borgward Overview
In 2005 Christian Borgward, the grandson of the original founder started making plans to restore the brand to its former glory. Fast forward a decade and although Christian is the president of the company, its owner is 100% Chinese: Beiqi Foton Motor, a subsidiary of BAIC (Beijing Automotive Industry Corporation), one of China’s largest automotive manufacturers.
Surprisingly, Foton Motor is the commercial vehicle division of BAIC, making anything from heavy trucks, light trucks, pickups, SUVs, vans and MPVs to pickups. Unsurprisingly, Borgward tries to capitalize on its heritage, not bothered by the fact that it’s largely unknown to its prospective buyers, especially those in China, but the brand expects its image to benefit from the emphasis on its German roots, in a similar way Qoros also tried to flaunt its German design and technology.
In 2015, after decades of inactivity, the Borgward brand was revived with the backing of Chinese investors. The new Borgward unveiled its BX7 SUV at the Geneva Motor Show that year. The revival of the brand focused on producing SUVs and electric vehicles. The company set up production facilities in China and planned for a return to the German and broader European markets.
Borgward China Sales Figures & Recent Highlights
Sales of Borward’s first modern vehicle, the BX7, an SUV based on the BAIC Senova X65, started in July 2016. The company’s second model is the smaller BX5, followed by a coupe-like SUV BX6 and a smaller crossover BX3. Borgward also plans to enter — or, technically speaking, return to — the European market within a few years to add to its credibility in China, in a similar way that was tried by Qoros.
Borgward Annual Sales, Growth and Market Share in China
Below we have a table that shows total Borgward sales volumes for the Chinese automotive market, broken out by year since 2005. This data captures all Borgward vehicle sales for the entire Chinese automotive market.
| Year | Sales | YOY Change | Marketshare | Marketshare Change |
|---|---|---|---|---|
| 2016 | 30,015 | 0.00 | 0.14 | 0.00 |
| 2017 | 44,380 | 47.86 | 0.19 | 29.34 |
| 2018 | 32,942 | -25.77 | 0.15 | -29.81 |
| 2019 | 45,321 | 37.58 | 0.22 | 33.59 |
| 2020 | 8,703 | -80.80 | 0.05 | -381.51 |
| 2021 | 3,530 | -59.44 | 0.02 | -166.74 |
| 2022 | 0 | -100.00 | 0.00 | 0.00 |
Borgward China Annual Sales Units & Growth Chart
Below is a visual representation of Borgward’s China sales units over time. We have both the Borgward sales units and the market share in the Chinese market. Click on the items in the legend to see each series by itself.
Borgward China Growth Rate & Market Share Chart
Below is the annual growth rate for the Borgward brand in China, shown against the Borgward’s marketshare changes in China. This gives you a good look into how Borgward has faired against the other brands in terms of absolute sales and effect on marketshare. Click on the items in the legend to see each series by itself.
The Best-Selling Borgward Cars & SUVs in China
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