The Chinese government backed Beiqi Foton Motors has helped reviving the historic German automaker Borgward. The resurrection saw Borward showcase its BX7 premium crossover at the Frankfurt Motor Show last month.
According to a report in Economic Times, the parent company Beiqi Foton Motors is planning to use the German brand and its technology to make inroads in India. It’s to be noted that China’s largest truck maker acquired 250 acres of land at Chakan near Pune back in 2011 with an intention of setting up a commercial vehicle plant.
The latest developments indicate that Foton is planning to shift its focus from commercial vehicles to passenger vehicles by putting its newly acquired German brand at the forefront. Borgward India is expected to operate out of the Chakan facility and the Foton Motor brand could be used for CVs.Borgward BX7 (Audi Q3 rival) premium crossover marks the revival of German brand which went defunct in 1960’s.
The German technology and brand value combined with India’s frugal manufacturing sounds like a sensible strategy for a Chinese company to crack the Indian passenger vehicle market. This way, the Foton can keep its Chinese roots in the background.
The publication reports that the top officials of the Chinese firm’s Indian subsidiary remain out of reach. If Borgward India receives a go-ahead, Foton could be in a position to hasten up things since the Chakan land is already under its possession. The Indian operations of Borgward would also be used as an export hub for Southeast Asian markets.