China's appetite for European brands and SUVs is turning out to be the perfect recipe for Borgward, the revived German automaker backed by Beiqi Foton Motor Co.
The first new Borgward in 50 years, the BX7, an SUV about the size of a Ford Edge, has beaten sales expectations, with more than 50,000 sold since it launched 13 months ago.
Borgward's second SUV, a compact called the BX5, debuted in China in March. Last month, the company won European Type Approval for the BX7, and it plans to sell it there as well as South America, Russia and the Middle East.
Once Germany's fourth-largest automaker, Borgward was forced to cease production due to financial troubles in the early 1960s. The company was revived in 2008 by Christian Borgward, grandson of founder Carl Borgward.
Another European castoff brand, MG, also is showing signs of life in China, thanks to its lineup of SUVs. Through July, MG sales in the country totaled 70,164, up from 43,791 in the same period of 2016.