Borgward in Australia

A small number of Borgward Hansa 1500s was imported into Australia in the early 1950s, and one was even entered in the 1955 Redex Trial (by Messrs Tottey and Hedley, of Armadale, Victoria).

A much bigger impression was made by the Goliath, imported by the Kenneth Wright organisation from 1954, and assembled in Melbourne to reduce import tariffs.  The Goliath was chosen because the two-stroke DKW had been very successful in Australia before the War, and it was recognised that the Goliath would appeal to the same market segment.  With well-placed advertising and spectacular successes in Economy Runs (in cars driven by Kenneth Wright himself, with co-driver Colin Oliver), these cars quickly established themselves securely on the Australian market. 

From 1958 Kenneth Wright also imported the Borward Isabella, and marketed this thoroughbred automobile very successfully.  As the media excerpts show, the Isabella was regarded with admiration and even awe by the motoring press.  The transformation of the Goliath into the Hansa 1100 (marketed as the Borgward Hansa 1100 in Australia) gave these cars an even greater acceptance among discerning buyers, who paid more than the price of a Holden for the small but high quality cars.  Dealers were appointed in all states, and included Mr. Wright's son, also called Kenneth, in Adelaide.

There were plans to assemble the Isabella in Australia, but unfortunately this was one of many dreams that died when Borgward was forced out of business in Germany.

Quite independently of Kenneth Wright, L.J., Hartnett (father of the Holden car and the Harnett project) assembled and marketed the Lloyd vehicles in Australia.  According to his book "Big Wheels and Little Wheels" (page 229)  Harnett sold some 3000 Lloyds, which were called Lloyd-Hartnetts in Australia.  L.J. Hartnett claims that Dr. Borgward himself suggested this name, a gesture which Hartnett greatly appreciated.  In reality, unfortunately, the number sold was probably considerably less than Hartnett claimed...

It is clear that Borgward could have had a greater role in Australia if the Borgward Group had stayed in business.  Hartnett imported several Lloyd Arabellas, and Kenneth Wright one Borgward P100 (Grosser Borgward), and these cars were very well received.  Indications are that they would have sold very well here.

It is very interesting to read what contemporary Australian road-testers had to say about Borgward vehicles.  The following excerpts capture some of the feeling of that era, but above all show that the Borgward Group products really were recognised to be superior cars.