Borgward and the traces in the architecture
02/19/2014
In the summer of 1957, the Swiss Borgward importer A. P. Glättli proudly announced the move into its new building in Dietlikon in a full-page advertisement (see below) in the Automobil Revue. A modern building had been constructed and the company was looking to the future with hope.
In the Automobil Revue of June 19, 1957, a short paragraph about the new building was published under the title "Borgward in Switzerland":
" On the Zurich - Winterthur road, the import company of the two brands Borgward and Goliath, A. P. Glättli, opened its headquarters in Dietlikon, which had been the subject of a generous extension in recent weeks, in the presence of Dr.- Ing. h. c. C. F Borgward, the President of the Zurich Government Council Dr. König and other guests at a simple ceremony. The new building contains all the departments necessary for a modern, large-scale automotive company, from the warehouses to the specialized workshops and the teleprinter room."
At the end of the 1950s, the Borgward Group had a wide range of vehicles, from small cars to luxurious limousines and commercial vehicles. A. P. Glättli therefore had good reasons to invest in the expansion.
However, financial difficulties and the bankruptcy of the Borgward company under dubious circumstances at the beginning of the 1960s put an abrupt end to the Swiss importer's expansion plans.
Today, only insiders remember the car brands Borgward, Goliath and Lloyd; they have long since disappeared from the streets.
But the building has survived the test of time! A quick Google search shows it in its former glory on Neue Winterthurerstrasse in Dietlikon, except that the tenants today are engaged in completely different businesses than its builder A. P. Glättli once was.
