BMW Alpina officially becomes BMW Group’s new luxury brand alongside Rolls-Royce

It’s official: BMW Alpina becomes the Group’s new luxury brand. Long-anticipated, this integration clarifies roles alongside Rolls-Royce. From now on, customers will know where to find this grand touring offer.

What the formalization changes for the BMW Group

The announcement confirms that the rights will be acquired in 2022. The integration of BMW Alpina is accompanied by an in-house strategy. The group promises a clear and enduring identity.

Production will switch to BMW lines from 2025. As a result, assembly will gain in capacity and traceability. Specific finishes will remain at the heart of the project.

Positioning: between BMW M and Rolls-Royce

The BMW Alpina label fills the gap between the BMW M models and the very exclusive Rolls-Royce. The emphasis is on comfort, torque and sobriety. Pricing will follow a grand touring logic.

“A soothing luxury to swallow up the miles, without ostentation.”

Faced with Mercedes-Maybach, the Group chose a more discreet path. Yet performance remains high, with generous engines. Tuning is geared to long-distance cruising.

The visual identity will remain sober: multi-spoke wheels and classic colors. In addition, BMW Alpina will offer customized interiors with noble materials. Connectivity will adopt the latest in-house services.

• Official luxury brand, alongside Rolls-Royce.
• Brand rights taken over by BMW in 2022.
• Production transfer planned around 2025.
• Limited volumes, around 2,000 units per year.
• Positioned between BMW M and Rolls-Royce.

Plant, volumes and service: what customers can expect

The move to BMW production should make supply more reliable. Specific parts will therefore enter the industrial flow. Quality controls will continue to be reinforced.

Annual volume remains limited, often quoted at around 2,000 units. Consequently, scarcity supports residual value. BMW Alpina retains a niche aura.

The historic Buchloe site will concentrate on after-sales and classics. The workshop will also continue to repair and machine parts. The owners find this a reassuring continuity.

The BMW dealership network will handle sales and warranty. In addition, dedicated training will provide an appropriate welcome. Software updates will follow the in-house rhythm.

Range, engines and electrification

The range will be based on the brand’s iconic models. The 3, 5, 7, X3 and X7 series will remain solid foundations. The focus will be on grand touring, rather than on the track.

Electrification will progress according to demand and technical maturity. Rechargeable hybrids seem credible in the short term. BMW Alpina will have to reconcile autonomy, comfort and pace.

Impact on the market and enthusiasts

For buyers, the clearer the label, the easier it is to understand. As a result, comparisons with Mercedes-Maybach become simpler. The product message becomes more coherent.

For enthusiasts, the fear of dilution exists. However, in-house features can endure if the team stays on top of things. Tailor-made details will make all the difference.

Resale values could benefit from a strong industrial base. Worldwide assistance and warranties reassure the market. The BMW Alpina name remains synonymous with fast, smooth travel.

The question of price and country allocation remains. On the other hand, the brand will aim for measured distribution to maintain exclusivity. The next few months will see the first series under the official banner.

• BMW Alpina