Alpina’s New Chapter with BMW: A Shift in Luxury Dynamics

BMW China announced the launch of BMW Alpina as a new independent brand within the BMW Group. BMW stated that Alpina “will preserve nearly sixty years of craftsmanship tradition, continuing its restrained and sophisticated style while maintaining exceptional technical expertise. Each model is crafted specifically for users seeking extraordinary experiences, uncompromising luxury in performance, comfort, and personalization.”

In March 2022, BMW confirmed the acquisition of the Alpina brand, but the details of the transaction were not disclosed. From 2025, all Alpina’s plans for modifying BMW cars will cease. According to previous reports, the first Alpina model after BMW’s acquisition will be based on the 7 Series, with an internal code name “G72” and offered in several versions.

Strategic Shifts in the Luxury Segment

With the cessation of car modifications, BMW is likely aligning Alpina’s expertise in luxury and bespoke craftsmanship to enhance its own high-end segment. This move could intensify competition in the luxury car market, with key rivals potentially using this transition period to solidify their market positions by offering unique differentiations.

Anticipation for the Alpina G72

The forthcoming Alpina G72, anticipated to continue Alpina’s legacy of sophistication and performance, is expected to offer advanced technologies and an elevated driving experience. The industry buzz surrounds its potential hybrid performance options, luxurious interiors, and cutting-edge features, setting high expectations among consumers and automotive experts alike.