You have probably never heard the name before, but Borgward, a German carmaker that was defunct for almost sixty years is making a comeback. And no, the cars on offer aren't sixty years old.
Borgward car manufacturing company was founded by Carl F. W. Borgward way back in 1929. It produced cars for a pretty diversified clientele: carmakers like Lloyd, Goliath, Hansa in addition to its own. At its peak before shutting shop, Borgward employed 23,000 staff and managed to produce more than a million vehicles. Unfortunately, controversial insolvency proceedings tarnished the brand's image and Borgward had to cease operations in 1961.
Borgward was revived in the 21st century and renamed as Borgward Group AG. The company now designs its own cars and gets them manufactured in China. At the 2017 Dubai International Motor Show, the Borgward display generated quite the footfall. The two models on display, i.e. the BX7 and BX5 were warmly received by onlookers. Now the German automaker is eyeing to enter the Middle Eastern market through a partnership with Union Motors- its exclusive UAE distributor.
Borgward is leaving no stones unturned to ensure its entry in the UAE is smooth and free of hiccups on both the customer as well as company side of things. To that end, it has also inaugurated a massive storage facility for parts and spares well ahead of launch. The Middle East Parts Center is situated in the Jebel Ali Free Zone (JAFZA) and aims to cater to the demands of the GCC market through its 16,000 sq. meters of storage area. The facility will be enlarged to 25,000 sq. meters in the upcoming years as demand for Borgward cars increases.
The company has also partnered with MaxX Logistics to ensure seamless storage and transportation, road transport, project logistics and door-to-door logistics services. The WMS inventory system at the Parts Center also cuts down on queries about inventory, outbound delivery, and electronic ordering through its modern, technologically advanced inventory management capabilities.
Tom Anliker, Senior Vice President of Borgward group AG, said; “Borgward's entry to the GCC was prompted by robust customer demand for compact and mid-size SUVs in the region. The opening of the central warehouse in Dubai's JAFZA reflects our commitment to delivering excellent service to our customers and underscores our continuing efforts to become a trusted service partner. The move complements Borgward's entry into the GCC market and will support our expansion plans in the region.”
