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Borgward's uphill battle remains despite reboot and brand repositioning

Borgward did not attend this year’s Auto China 2018, but through a series of marketing activities before, during and after the biennial show in Beijing that culminated in a super long and information packed press conference on May 9 ( see Foton’s Borgward Reboots: An Engineer Band And A Chinese Ontrolled German Brand), it was the talk of the town in the industry circle.

The 99-year-old German brand now with a new Chinese owner and a new executive team banking on China to return to its glory days of more than half a century ago used hand written antithetical couplets on scrolls as invitations letters for the media, put up posters outside the exhibition venue of the Beijing Auto Show and released nine countdown posters with complicated mathematical formulas and highly technical content for the three-hour event.

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