Ex-president of Magna Steyr Asia Bruno Lambert now global president of Borgward

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Following the announcement that UCAR Group and Borgward have entered a strategic partnership to jointly develop a new automotive retail model, Bruno Lambert, former president of Magna Steyr Asia, has been appointed as the global president of Borgward. Jason Yang, the former president of Borgward, has transferred to the Foton Group as vice president.

Mr. Lambert has 20 years of automotive industry experience. As Magna Steyr's Asia President, he managed a team of 900 engineers across 7 locations in China, India and Japan, delivering consulting, complete vehicle development and localization services to major OEM's.

He relocated to China in January 2011 when assigned to the position of General Manager for Magna Steyr China Engineering and led this division through a period of outstanding growth (600% in 4 years) to become the biggest Automotive Engineering Services provider in China.

After receiving a Master in Mechanical Engineering from one leading French Engineering University, "Ecole Centrale Nantes", Mr. Lambert obtained an MBA in the Sorbonne University, Paris.

In his previous role, he led new energy vehicle brand, ICONIQ Motors, as CEO. During his 18-month tenure he oversaw the development of ICONIQ's first fully electric vehicle, targeting the premium, smart passenger car market.

After developing a strong foundation for ICONIQ Motors, Mr. Lambert saw a unique opportunity, to develop the Borgward brand and contribute to UCAR/Borgward alliance.

Borgward Background

The Borgward brand was re-established in 2015, and has been operating in several markets including China, Germany, Russia, India, Brazil, and Mexico. 

At present, the company has nearly 5,500 employees, including more than 2,300 top global engineers from 16 countries and 12 automobile brands. 

Borgward has full, in-house, engineering capability for complete vehicle, engine and New Energy Vehicles. It also has an intelligent, Industry 4.0, vehicle and engine manufacturing plant with flexible production capability for 8 models. Borgward holds manufacturing licenses for both NEV and ICE Vehicles.

Intelligence driven, Innovation leads the future

By bringing together the world's top talents, Borgward has established R&D centers in Stuttgart, Beijing and Silicon Valley and has created a dedicated and outstanding engineering and operations team. 

The current product range covers both ICE vehicles, under the BX series, and New Energy Vehicles, under the BXi series. 

The BX (ICE) series includes BX7, BX7 TS, BX5, and BX6 models while the BXi (NEV) series features the pure-electric BXi7. 

There are also several other new models currently in development, including a comprehensive line up of NEV models, which will be launched from 2019 onwards.

With its international team of world class engineers the Borgward brand will continue to develop high quality and more emotional products for its customers.

A powerful, strategic alliance

UCAR and Borgward alliance brings together a unique combination of expertise in mobility services and high quality vehicle manufacturing.

By utilising its vast customer resources, its digital capability and its mobility services expertise, the alliance will leverage its respective competencies to provide a unique customer proposition in the Digital Mobility value chain.

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