Borgward Hansa 2400

Carl Borgward was the sole owner and shareholder of the company and was quite idiosyncratic.  Each of his three makes of Borgward, Lloyd and Goliath not only had their own dealer networks: each also had its own research and development department.  If one make suffered losses, these were made good from the profits elsewhere.  It is not really surprising that Borgward's empire failed financially in 1960.  A contributory factor in this failure was Borgward's determination to compete in the same market as Mercedes-Benz, resulting in the development of the Borgward Hansa 2400, launched in 1952, which never shook off its teething problems.  Its production was stopped in 1955 after a mere 1,032 had been sold.