GERMAN BRAND AIMS FOR RESURRECTION IN PAKISTAN

You probably would have never heard of the name Borgward, but back in the day, and by day I mean 1960s, it was quite a well received car and its iconic Isabella was sold from 1954 till it ceased operations as it declared insolvency. German Brand Aims.

The company has been reborn under the grandson of the initial maker of the brand and have been able to resume business with major financial assistance from the largest Chinese auto manufacturers, Beiqi Foton Motors. This has enabled the company to introduce numerous models that have caught the public eye among which BX7, BX6 and BX5 are the notables. Currently, the main aim of the country is to regain its popularity and with that initiative has launched itself in China and Malaysia and would be expanding soon to the Middle East and Europe.

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Surprisingly, an unknown importer as been reported to import these cars and are currently present in Pakistan on a trial basis and could well see a potential market where there is a growing trend of mid-tier SUVs. The Borgward BX5 seen in Pakistan has two variants in the Malaysian market: a 1.4 litre-two wheel drive and the second 2.0 litre all-wheel drive. It would be competing against the SUVs of Toyota with Vezel and the Suzuki Vitara being the immediate competitors. People might be skeptical about the brand initially but the legacy of the brand states that the cars wont disappoint and with the increasing car prices, this might be a good alternative option if it intends to be aggressive in terms of pricing because currently that seems to be the only way a car can enter and be successful in the Pakistani market dominated by Honda, Toyota and Suzuki. No official word from the company is there yet and the importer is unknown so nothing concrete can be predicted from the recent sighting of the car in Pakistan.

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