All-new Vision BMW Alpina Previews The Future Of BMW’s New Exclusive Performance Brand

All-new Vision BMW Alpina previews the future of BMW’s new Exclusive performance brand positioned to rival Maybach. 

Alpina brand slots between high-end BMW and Rolls-Royce brand within the BMW Group and focuses on the top‑end luxury segment.

German automaker said that the first model of the BMW ALPINA brand—inspired by the BMW 7 Series — will make its debut next year.

At the 2026 Concorso d’Eleganza Villa d’Este on Lake Como, BMW took the wraps off the all-new Vision BMW Alpina, a concept that previews the future of the newly exclusive performance brand under the German brand’s umbrella.

Measuring 204.7 inches (5,200 mm) long with seating for four passengers, the Vision concept is an imposing Coupe with “subtle secondary details reward attention without demanding it,” the brand said.

Highlights on the exterior includes a shark-nose front end inspired by the Alpina B7 of the 1970s, a machined and polished “ALPINA” lettering on the lower front apron and elliptical four-pipe exhaust.

The Alpina concept gets a Need Klasse-inspired interior — like one seen in the refreshed 2027 7-series — with a dashboard which combines a pair of angled touchscreens for the driver and the front passenger.

Powering the Vision BMW Alpina is a V8 powertrain. No figures has been revealed, but the German marque notes that the V8 has been “tuned to produce the characteristic notes of the Alpina exhaust : rich and deep at low speed, sonorous at high revs.”

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The first model of the BMW ALPINA brand—inspired by the BMW 7 Series — will make its debut next year. BMW first revealed the new brand emblem for the Alpina in March, following its January 1st 2026 activation as a standalone luxury car marque under the BMW Group

Positioned to rival Mercedes-Maybach, the new Alpina brand slots between high-end BMW and Rolls-Royce brand within the BMW Group and focuses on the top‑end luxury segment.

“BMW ALPINA fills a gap in our portfolio between BMW and Rolls-Royce as we see even more potential in the high-end segment,“ says Oliver Viellechner, head of BMW ALPINA.

“With Alpina we have a strong legacy and a global community, which we want to build on, while preserving the essence of what the brand stands for—speed, comfort and sophistication.”

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