[9] Despite its aspirational positioning[clarification needed] in the marketplace, the Isabella had a smaller engine (and was marginally shorter) than its immediate predecessor, the Borgward Hansa.

The early cars enjoyed an enthusiastic reception in the market place, but were afflicted by teething troubles[vague] that reflected a rushed development schedule.

The advertised launch price of DM 7,265 was higher than that of competitor family sedans from Opel and Ford, but significantly less than Mercedes-Benz was asking for their 180 model.

[10] The testers described the modern structure of the car in some detail: they particularly liked the wide cabin with its large windows, and they commended the effectiveness of the brakes.

The four-cylinder 1493 cc engine had a claimed power output of 60 bhp (45 kW), and was connected by means of a then innovative hydraulic clutch to the four-speed full synchromesh gear box.

Responding to a sales decline of almost a third in 1955 and 1956, Carl Borgward decided to produce a restyled Isabella with a shortened roof line.

The coupe appeared to have achieved its marketing objective of further distancing the Isabella’s image from similarly sized competitors from Opel and Ford.

[citation needed] By 1958, the more powerful 75 bhp (56 kW) TS motor had also found its way into the more upmarket Isabella sedan and estate versions.