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26.06.2018 – 14:36


Borgward launches in Germany

Borgward launches in Germany
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Stuttgart (ots)

- 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, the Borgward hotline 0800 / 2498888 or from 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*:

- Keyless opening and starting system
- Xenon headlights in dark TS look, LED daytime driving lights, 
indicators, automatic lights, follow me home function
- Wide panoramic sunroof with slide and tilt
- Tinted, heat-insulating all-round windows with UV filter
- Four electrically operated windows
- Rain sensor
- Electrically adjustable and foldable heated wing mirrors with 
automatic dimming and integrated peripheral lights

TS package - exterior: 
- Matt grey metallic special paintwork 
- 18 inch metal alloy wheels in TS design 
- Individual tyre monitoring system 
- Aerodynamic roof strips and roof spoiler in TS design (unsuitable 
for installing roof rack systems). 
- Rhombus grille 
- Side skirt panels 
- Wheel arches in colour of the car 
- Individual front and rear aprons, rear with integrated silencers 
- TS logos on the front mudguards and on the tailgate

Interior and functional equipment

- B-Safety safety system with stable passenger cell, defined crash 
zones at front and rear, side collision protection; front and side 
airbags for the driver and front seat passenger, curtain airbags 
across both rows of seats
- Driver assistant package with blind spot and fatigue alert
- Foldable rear seat divided 40:60, heated, ISOFIX child seat 
attachment, foldable central armrest with integrated cubbyhole and 
drinks holders, 12 Volt charge point
- Two-zone air-conditioning with air quality sensor and pollen 
filter, additional temperature and ventilation regulation in rear 
- Adjustable armrest in the front with integrated illuminated 
cubbyhole with 12 Volt charge point
- Load cover, stored under the boot floor
- Ambient lighting
- Four electrically operated windows

CARL Connect Online Infotainment System: 
- Central 12.3 inch touchscreen, turn/press control and direct 
buttons, voice control 
- FM RDS/AM Radio, DAB+ Radio, MP3 Player 
- Navigation with real-time traffic information 
- Smartphone link (Apple CarPlay & Android Auto), Bluetooth®, 2 x 
USB, 1 x AUX-IN 
- 4G Communications box: Wi-Fi hotspot, online music, internet radio,
online weather report 
- Smartphone app: Vehicle condition request / remote control of 
windows and locking system

- Hi-Fi sound system with 10 speakers
- 360-degree camera with different displays in the 12.3 inch display 
and parking assistant with trajectory
- Cruise Control

TS package - interior: 
- Cockpit with TFT display and photographically realist 
- Leather upholstery with specific rhombic stitching on the seats and
- Sports seat, heated: Driver's seat electrically adjustable 8 
settings / electrically adjustable lumbar support 4 settings, 
passenger's seat electrically adjustable 4 settings / electrically 
adjustable lumbar support 4 settings 
- Doubly adjustable multifunction leather sports steering wheel 
- Individually designed central console with TS logo 
- Individual gear selector 
- Sports pedals 
- Dark roof lining 
- TS sill strips in stainless steel

* Provisional data, alterations possible for market launch 
Technical data for BX7 TS Limited Edition*

                  Chassis / dimensions

Model             Borgward BX7 TS Limited Edition
Chassis           Five-door, five-seater SUV, self-supporting and 
                  reinforced light chassis with safety passenger 
                  cell, energy-absorbing crash zones front/rear, side
                  collision protection
Length mm         4.715
Width mm          1.923
Height mm         1.690
Wheelbase mm      2.760
front/rear mm     1,610 / 1,610
Dry weight/
Kerb weight       1,854 / 387 / 2,241
Luggage space 
volume min/max l**  545 / 1,377
Warranty          4 years / 120,000 km

                  Drive / Performance
Motor type / 
cylinders         Four cylinder light alloy inline motor, 
                  high-pressure direct fuel injection with piezo 
                  injectors, turbocharger with intercooler, variable 
                  valve control, EGR
Capacity cm3      1981
Bore x Stroke mm  82 x 93.8
Output kW (PS) 
at rpm            165 (224) 5,500
Max torque Nm 
at rpm            300 / 1,500-4,500
Emission standard EU 6b
Energy label      E
Tank capacity l   60
Drive             Permanent torque-on-demand all-wheel drive with 
                  electronically controlled multi-plate clutch, ESP®,
                  traction control
Transmission      Six-speed torque converter transmission
0 - 100 km/h s    9.4
Vmax km/h         208
l/100 km NEDC 
Extra-urban       11.7
Urban              7.3
Combined           8.9
CO2 emissions g/km 
Extra-urban       277
Urban             174
Combined          212

                  Chassis / Brakes
Front axle        MacPherson axle, wishbone, struts, helical springs,
                  gas shock absorber, anti-roll bar
Rear axle         Multi-link axle, helical springs, gas shock 
Braking system    Disc brakes all round, internally ventilated in 
                  front, ABS, EBD, braking assist, electric parking 
                  brake, Auto Hold
Steering          Electromechanical rack and pinion steering
Wheels / Tyres    7.5 J x 18 / 235/60 R 18 W, wheel-specific tyre 
                  pressure monitoring system

* Provisional data, alterations possible for market launch 
** According to VDA 

Further information

Kriegsbergstrasse 11
70174 Stuttgart
Marco Dalan
Head of Global Communications
Phone +49 711 365101041

Axel Lengert
Product Communications Director
Phone +49 711 365101045

Original content of: BORGWARD Group AG, transmitted by news aktuell