German manufacturer Borgward makes its way to the GCC

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Automotive manufacturer Borgward, is one whose rebirth is linked to nostalgic memories for many individuals across the globe. Back in its heyday, Borgward stood as the third largest German car manufacturer and sold more than a million vehicles annually.

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After a hiatus that lasted over half a century, the brand is back with three research centers around the world and exclusive distributors across the GCC in Bahrain, Kuwait, and the UAE. In Bahrain, Borgward will retail through the Yousif Awadi Group, while in Kuwait and the UAE, it will be sold by Al-Zayani Trading Co. and Union Motors LLC respectively.

The signing of the Arab distributorships is the first indication that the automotive brand has recognized the Middle East as a core market for its offerings and will make its Middle Eastern debut with the much-awaited Borgward BX7 crossover, followed closely by the BX5.

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Positioning itself to offer premium products at an affordable price with the “Accessible Premium” tagline, Borgward will makes its entry into the UAE, followed by other markets such as Oman within the next one year.

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