Borgward, 1959, Isabella TS Coupé

Borgward: German Elegance on Four Wheels

Founded in Bremen in 1929 by Carl Friedrich Wilhelm Borgward, the eponymous German car manufacturer took its first steps in the 1920s with an innovative vehicle: the Blitzkarren, a three-wheeled commercial vehicle often considered the company’s first true creation. The first model to officially carry the Borgward name was the Hansa Borgward 2000, launched in 1937, followed by the more powerful 2300, which remained in production until 1942. However, World War II abruptly halted operations: in 1944, the Sebaldsbrück factory was destroyed in an air raid.
The brand was reborn in 1948 with the Hansa 1500, a cutting-edge car and one of the first in Europe to feature fenders integrated into the bodywork. The following year, the Borgward Group was established, uniting three distinct brands: Borgward for mid-range sedans, Goliath for light commercial vehicles, and Lloyd for compact economy cars.
The model that most famously cemented Borgward’s reputation was the Isabella, introduced in 1954. Designed to compete in the mid-size sedan segment—then dominated by Ford, Mercedes, and Opel—the Isabella stood out with its sleek and modern design. Offered in various versions including sedan, station wagon (kombi), cabriolet, and coupé, all with two doors, it won over the public with its refined style.
The example preserved in the museum is a second-generation Isabella TS Coupé, produced between 1958 and 1961. Elegant and streamlined, this version stood out for its performance and build quality, thanks to a dedicated assembly line. At the time, market surveys described it as the preferred car of Germany’s upper-class women, admired for its spacious trunk and distinctive silhouette. Unsurprisingly, it also enjoyed some success in the United States.
Production of the Isabella continued until 1963, two years after the company declared bankruptcy in 1961, marking the end of a brand that had successfully combined engineering, style, and ambition.