BORGWARD Group AG Officially Appoints Exclusive Distributors in UAE Kuwait and Bahrain

Renowned global automotive manufacturer, Borgward has appointed exclusive distributors for countries in the Middle East region including UAE, Kuwait and Bahrain. The companies that have been appointed as Borgward’s exclusive dealers in these countries are Union Motors LLC in the UAE, Yousif Awadi Group in Bahrain and the Al-Zayani Trading Co. in Kuwait.

The appointment of these distributors is the first sign that Borgward has recognized the Middle East region as a key market for the company’s vehicles. This entry into the Middle East market will serve as a base for the company to partner with local dealerships that aspire to offer customers a top level customer experience.

The contract signing ceremony was officially held in the German city of Bremen, and was attended by eminent dignitaries like Martin Günthner, Minister of Economic Affairs, Labour and Ports of the Free Hanseatic City of Bremen, Ulrich Walker – CEO of BORGWARD Group AG, Tom Anliker – Vice President of Sales & Marketing and Tomas Caetano – Executive Director of Global Brand & Marketing.

“Accessible Premium “– The BORGWARD Brand Decoded

Borgward’s resurgence is definitely an exciting event on the global automotive scene. Borgward vehicles are positioned as “Accessible Premium” models and the brand is known for its precision, progression and outstanding quality of its products.

BORGWARD – Rich in Innovation and Racing Victories

Borgward is an automotive manufacturer which was established back in 1919 and at its peak in the 1950s was the third largest car manufacturer in Germany. The company  launched the BORGWARD Hansa 1500, Germany’s first pontoon-style car in 1949, the really eyecatching Borgward Isabella in 1954 and the BORGWARD P100, which was the first automobile in the world with a self-levelling air suspension in 1959. Borgward was also active on the international racing scene between 1950 and 1958, with the Hansa 1500 team breaking 12 world records and earning podium finishes in major races like 24 Heures Le Mans, Nurburgring 1000km, La Carrera Panamericana and Autodrome de Montlhéry, breaking 12 world records. Now, after a brief break, “BORGWARD”, is reborn. As part of this resurgence, Borgward is focusing on a new line of intelligent vehicles and alternative drivetrains as part of a consumer centric and forward-thinking approach. The company is giving new dimension to the luxury segment with its Red Dot and IF Design award-winning intelligent SUV’s: BX5 and BX7, backed up by digital manufacturing, advanced technology, distinct personality and providing a new “Accessible Premium” choice for consumers. Other exciting models in the line-up include the innovative TS, EV and HEV.