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Borgward BX7
 
Borgward picks first dealership in Europe
Automotive News Europe | 2018/7/24

Chinese-backed automaker Borgward selected its first European dealership, Autodis Esch/Mersch, which will handle sales in Luxembourg.

Borgward said the dealership sold 4,500 vehicles and had 127 employees and 72 million euros (573 million yuan at current exchange rates) in revenue last year.

Borgward, a German brand that has been revived with investment from Beiqi Foton Motor, largely plans to use the Internet to sell its China-built vehicles across Europe.

The automaker is starting European sales with a limited edition of the BX7 SUV. Other models are expected to follow before the end of the year. In Germany, ATU is handling service at its 580 workshops nationwide.

Former Rolls-Royce development head Philip Koehn became Borgward's CEO on July 1, succeeding ex-Daimler China chief Ulrich Walker, who had headed the company since 2015.

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