BORGWARD Unveils Global Market Strategy in Asian Financial Capital Hong Kong

PR63343

HONG KONG and STUTTGART, Germany, Feb. 5 /PRNewswire=KYODO JBN/ --

     - First step in return to a global brand

     BORGWARD's B-G-W strategy:

     Brand Heritage-German Engineering-Worldwide Footprint

     Asian premiere for the BORGWARD BX7

     Investors, analysts, dealers and potential customers in Asia all excited

     about BORGWARD

     Start of BORGWARD production in new plant near Beijing

     Strategic model policy: Plug-in hybrid and electric vehicles for all

     markets

     German production facility remains a key element of global strategy

     BORGWARD returns to the international stage: In a presentation of global

market strategy given in Asia's financial capital Hong Kong, Ulrich Walker,

Chairman and CEO of BORGWARD Group AG, headquartered in Stuttgart, has detailed

the cornerstones of this ambitious program. Speaking to an audience including

the Chairman of the Delegation of German Industry and Commerce in Hong Kong,

Wolfgang Ehmann, and investors, analysts and dealers from 13 countries across

Asia, Walker underlined: "BORGWARD was already exporting vehicles to Asia-where

German engineering has long been highly regarded-back in the early 1960s, and

we are now continuing this tradition. At the same time, our return to Hong Kong

underscores our commitment to taking BORGWARD onto a course of growth

worldwide."

    Held under the international BORGWARD banner of "BORGWARD Asia and Greater

China Strategy Launch & BX7 Asia Debut," the event also included a presentation

of BORGWARD's B-G-W (Brand Heritage-German Engineering-Worldwide Footprint)

strategy. Following last year's appearance at the leading international motor

show IAA in Frankfurt, the Hong Kong event marks a further important step

towards turning BORGWARD back into a global brand. Wolfgang Ehmann was

delighted by the dynamic development at BORGWARD: "It's not only an important

moment for all BORGWARD fans around the world but also a milestone for both the

German and the global automobile industry."

    Walker also had the following to say: "Our B-G-W strategy will revitalize

the BORGWARD brand on a lasting basis. We will be utilizing completely new

sales channels and we will be offering new and alternative drives for all of

our model series right from the market launch onward." Further factors that

will sharpen the profile of the BORGWARD brand worldwide are its portfolio of

intelligent and high-grade vehicles and the possibilities opened up by its

presence in the high-growth markets of Asia and South America and in markets

from the Middle East to the Indian subcontinent.

    This event also marked the Asian launch of the BORGWARD BX7. The vehicle on

show in Hong Kong was one of the first to roll off the production line at the

new plant northeast of Beijing. The high quality of manufacturing and excellent

standard of finishing impressed all round. The planning and construction of a

German production facility remains a key element of BORGWARD strategy.

Following the market launches in China, India and other emerging markets

scheduled for this year, BORGWARD is to launch on the German market within the

next two years. The market launch in Germany will be restricted to

plug-in-hybrid and purely electric vehicles.

    Further information

    BORGWARD Group AG

    Kriegsbergstrasse 11

    70174 Stuttgart, Germany

    Marco Dalan

    Head of Global Communications

    E-mail media@borgward.com  

    Telephone +49-711-365-100

    http://www.borgward.com  

SOURCE: BORGWARD Group AG