Case Study: Borgward achieves a striking new design direction with Drive Design

Borgward wins German Design Award with Drive Design after 50 years dormant

borgward, a historic german automotive brand being revived after half a century, faced the challenge of exploring a new design direction and defining a surface language that represented a 'new german' identity. The vendor, Drive Design, was tasked with developing this new design language to be revealed alongside the launch of the brand's new BX3 crossover vehicle.

Drive Design created a dynamic and sovereign brand language for the BX3, featuring muscular fenders and a modern, youthful surface treatment that conveyed sportiness. The solution was highly successful, as the vehicle almost immediately won the prestigious German Design Award in the "Exterior Premium Brand" category. The jury praised its striking design language, noting it combined elegant sportiness with safety and an extremely modern look.

Borgward