Since Alpina's acquisition by the BMW Group in 2022, and especially after the passing of its founder in 2023, the future of this iconic brand has been the subject of much speculation.
As an enthusiast of Alpina, cherishing memories of the brand and especially the legendary B10 Bi-Turbo (which fueled many dreams of my adolescence), I confess that the acquisition left me perplexed. Aside from the historical connection between the two brands, BMW wouldn't acquire Alpina to create internal competition with the M division. What were the objectives for Alpina?
Recent information suggests that BMW may be positioning Alpina similarly to Maybach at Mercedes: a luxury sub-brand, offering exclusive and sophisticated versions of BMW models. Rumors indicate that the Alpina emblem may debut on the upcoming 7 Series facelift, positioning itself as the pinnacle of BMW luxury and bridging the gap between BMW and Rolls-Royce.
This strategy could allow BMW to explore a luxury market segment, offering its customers a more exclusive and refined alternative. Alpina, with its reputation for excellence, could be the key to this goal.