Chinese automaker Borgward built gasoline vehicles in order to sell EVs in America

2019 Borgward BX6
Borgward is unorthodox even among the rapidly evolving cast of 21st-century automakers. It’s a Chinese company, with German heritage, that now wants to bring electric cars to the U.S.

Already in the gas-powered SUV market in China, it has sold more than 100,000 units over the past two years, Now Borgward is eyeing a 2020 or 2021 debut in the U.S. with its next-generation EVs.

Last month, Borgward announced at an artificial intelligence conference in San Francisco that it would open its U.S. headquarters and R&D center in Sunnyvale, California; it also outlined some of its AI safety tech for autonomous vehicles.

DON'T MISS: Borgward SUVs' Geneva debut: new plug-in hybrids, old German name, Chinese owners

President and CEO Jason Yang, speaking to Green Car Reports there, said that his company's strategy of selling gas vehicles before introducing EVs is different than what other new Chinese automakers like Byton and Nio are doing, because it has to be.

“We think EV business is not a profitable business in the short run, and every company needs to survive,” Yang said. “We can't just be burning cash.”

2016 Borgward BX7

Focusing only on electric vehicles would result in just that sort of financial waste, Yang said, but by building gas SUVs first, Borgward can make money as well as share parts and manufacturing facilities between the gasoline and electric models. As proof that his way of thinking is right, he pointed to Tesla.

READ THIS: Tesla founder, Chinese company launch SF Motors electric cars

“I think Elon Musk is a superhero,” he said, calling Musk “a lucky man” for his ability to be so personally tied-in with Tesla’s finances. “Not everyone can be so lucky, so we have to be realistic.”

Part of that realism will show in Borgward's AI platform, which Zhou Xing, Borgward's director of artificial intelligence for autonomous driving, said will be tested with supervised AI learning and repeating virtual tests tens of billions of times.

Yang said that Borgward's in-house AI strategy is better than what major automakers are coming up with. “All of our intelligent technology was designed by ourselves, not a Tier 1 supplier,” Yang said. “So we have our own IP, and we can modify and improve the intelligence system faster than the big automakers.”

CHECK OUT: Why China will beat U.S. in electric-car battle: urgency, regulations

Today, depending on how you look at it, Borgward embodies either much of what its original namesake stood for or very little of it. Originally started by Carl Borgward in Germany in 1919, the company’s products offered a successful combination of style and affordability. The fun ended in 1961, when the company went bankrupt and remained a quiet bit of automotive history—until Carl's grandson Christian set out to revive the brand in 2005.

1957 Borgward Isabella Coupe

In 2008, Chinese investors became involved, and the brand was officially relaunched in 2015, with its first vehicle—the BX7 gas-powered SUV—coming to market in 2016.

Since then, Borgward has sold over 100,000 SUVs, including both gasoline models and the all-electric BXi7. In 2019 in China, Borgward will launch the BXi5 and the BXi6, two new all-electric SUVs that are smaller than the BXi7. Plans for the next few years call for a BX7 plug-in hybrid and a long-wheelbase EV called the BXi3L, alongside BXi3 and BX5 plug-in-hybrid concepts still on the drawing board for 2020.

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BMW says the German government’s diesel fix ‘doesn’t make sense for us’

Thomas Lohnes | Getty Images News | Getty Images
Harald Krueger, CEO of German carmaker BMW shows the German Chancellor Angela Merkel an 'i Vision Dynamic' all-electric concept car at the 2017 Frankfurt Auto Show.

Auto giant BMW has said a proposal by the German government to make car companies retrofit polluting diesel cars “doesn't make sense for us.”

Millions of diesel drivers in Germany woke up Tuesday to find that their coalition government had agreed on a package of measures designed to prevent diesel driving bans starting up around the country.

The “Concept for Clean Air and Ensuring Individual Mobility in our Cities” proposal was subsequently presented during the mid-morning by Transport Minister Andreas Scheuer (CSU) and Minister of the Environment Svenja Schulze (SPD).

Drivers were told they should be able to trade their cars in at a favorable discount for emissions-compliant models, or that their cars could be return to be retrofitted with hardware that could curb the emissions.

However, Germany's powerful motor manufacturers have offered a lukewarm response to that policy.

BMW Group said in an emailed statement to CNBC that it would reject the hardware retrofit option as it “does not make sense for us in this case.” The car company said hardware measures would only be available to customers from 2021 and would have a “negative impact on quality, weight, consumption/CO2 emissions and performance in the vehicles.”

BMW said it did welcome, however, the government's “concept plan” as a good way to ensure the continued use of diesel.

The firm added that from October anyone leasing or buying new BMW cars in Germany would get an environmental bonus of 6,000 euros ($6,925). For nearly new vehicles, or demonstration vehicles, the figure drops to 4,500 euros.

China Daily | Reuters
Employees assemble vehicles at a plant of SAIC Volkswagen in Urumqi, Xinjiang Uighur Autonomous Region, China September 4, 2018.

Volkswagen Group, whose “dieselgate scandal” in 2015 triggered much of the awareness about pollution, has said it will offer diesel trade-ins in 14 German cities where pollution is considered high.

VW said 'Euro 5' class cars will get a trade-in boost of about 5,000 euros, while older vehicles will get up to 4,000 euros as an incentive.

In 1992 the 'Euro 1' was introduced as a standard class to denote the fitting of catalytic converters to gasoline cars to reduce carbon monoxide emissions. The latest standard is the 'Euro 6', which applies to all new cars from September 2015 and reduces some pollutants by 96 percent compared to the 1992 limits.

Volkswagen also shied away from the retrofit proposal, telling Reuters: “For retrofits, we assume that the federal government will ensure that all manufacturers take part in such measures.”

Daimler, the company that makes Mercedes-branded cars, has said it too would prefer to offer incentives rather than recalling cars to retrofit hardware.

In a statement provided to CNBC on Tuesday, Daimler said it would now look at the government's proposal in detail before issuing any further comment.

BMW CEO: The global auto market is at different speeds
22 Hours Ago | 00:42

A court in Germany ruled earlier this year that cities could ban 'Euro 4' and 'Euro 5' class diesel cars from streets in order to tackle air pollution. That ruling had given German lawmakers a headache over how to deal with the nearly 9 million cars on German roads that fall into those categories.

Hamburg has already banned such cars from two of its streets where pollution was found to be extremely high and it is thought other cities could soon follow.

Harry Hoster, an energy and pollution expert at Lancaster University, said in an email Tuesday that given the extreme level of the pollution problem and the long-term planning horizons of the auto industry, it was now time for the public to get behind a compromise solution.

“I find it appropriate for the public to support them in the transition instead of just yelling 'you should have known better.'”

European car registrations slowed dramatically in September after a new EU-wide emission-testing regime was put in to practice from the beginning of the month. Year-on-year, German and French registrations were down 31 percent and 13 percent respectively.

August sales were strong as car companies and showrooms slashed prices to offload stock that would not have complied with the new rules.

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