Between BMW And Rolls-Royce Is Alpina

Until 2025, Alpina was a standalone company that sold—simply put—modified BMWs. The company actually managed to convince everyone that Alpina was a genuine brand. While the BMW engine wasn’t a secret, Alpina claimed to have made enough modifications to surpass the level of a tuner. Another factor is at play here, because unlike tuners, the company doesn’t primarily focus on sportiness. While Alpinas are powerful and fast, they primarily distinguish themselves through luxury and unique design details.

Now that BMW owns Alpina, it’s officially part of its brand portfolio. This raises the question of what exactly BMW will do with it. Will Alpina continue its current course, be downgraded to a label like M-Sport, or will Alpina even launch its own models?

BMW CEO (still) Oliver Zipse is hinting at the latter again: “At the beginning of this year, we added a new, exclusive dimension to our brand portfolio: BMW Alpina. This established name stands for maximum performance, exceptional ride comfort, and unique personalization options. This makes it the ideal complement to our existing product range in the segment for individual, highly personalized vehicles. In this way, we are tapping into a highly profitable segment with significant growth potential, positioned above BMW’s top models and below our luxury brand, Rolls-Royce.”

Between BMW and Rolls-Royce? Then they almost certainly have to be (also) separate models, with the emphasis on comfort and customization remaining intact. After all, if you’re looking for something sporty, just buy an M.

• Read More: BMW To Keep Making Big Engines Despite Stiff EU Regulations