Seems more show than go, though.
Reborn German marque Borgward has made quite a splash at this years’ Frankfurt motor show, unveiling to the world its new ‘Isabella’ concept car, a swish four-seater grand-tourer luxury saloon that supposedly previews the future of the brand. Taking on a form that isn’t too dissimilar to the Porsche Panamera, the Borgward Isabella features flowing lines and smooth surfacing, broken up only by details incorporated to appease the gods of aerodynamics.
While the exterior is about smooth surfacing, the cabin is centred around two angled and angular screens that make up the traditional centre console which appears to control all of the cars’ major functions. We can’t really say much about what those functions are because Borgward hasn’t really spoken at all about them. Maybe they haven’t hired a marketing department yet.
Another aspect where they’re keeping mum is about the powertrain. All they’ve made public is the fact that it’s electric, which we suspect is more to stay relevant against current mainstream industry players rather than as an outright display of engineering prowess. They also haven’t said much about whether the Isabella is merely a design study or a precursor to an actual production car, though it’s posited by those in the know that this car might see life as a future halo model.
Potential smoke-and-mirrors aside, Borgward is working hard to get a foothold on the European market. Its sole production car, the BX7 SUV, has just been given European Union Type Approval, and sales of the swanky-looking high-rider should commence next year. Until then, it remains an exclusively Chinese-market offering, though we expect that Borgward will want to expand swiftly to other markets should it kick off effectively next year.
There are high hopes being pinned on Borgward’s new factory, being built in Bremen, Germany where the company was founded. Some 800,000 annual sales are targeted by 2020, with that figure expected to double by 2025. While the Chinese market is insatiable in its demand, to shift that many cars within the next 3-years, they have their work cut out for them. Powertrains might be a good place to start.
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