Why BMW Is Reinventing Alpina as an Ultraluxury Brand
Key takeaways
- After buying the rights to its longtime partner, BMW is ready to take the subbrand to new heights.
- Suffice it to say, BMW has big plans for Alpina.
- The first step in the relaunch of Alpina is taking place this weekend in Italy at the famed Concorso d’Eleganza Villa d’Este, where BMW is unveiling its Vision BMW Alpina concept vehicle to the world.
Why this matters: an automotive development that could shape industry direction or buying decisions.
After buying the rights to its longtime partner, BMW is ready to take the subbrand to new heights.
Suffice it to say, BMW has big plans for Alpina. After acquiring the brand outright in 2022, BMW shifted development and decision-making from Alpina’s ancestral home of Buchloe, Germany, to its headquarters in Munich with the goal of transforming its longtime partner into an in-house ultraluxury subbrand capable of competing with the likes of Mercedes-Benz Maybach and others.
The first step in the relaunch of Alpina is taking place this weekend in Italy at the famed Concorso d’Eleganza Villa d’Este, where BMW is unveiling its Vision BMW Alpina concept vehicle to the world. After that, the first production model of the new Alpina era is being readied for launch in late 2027, with pricing expected to start in the $200,000 range.