BMW Alpina Luxury Brand to Launch in South Korea in Early 2028

BMW Group is accelerating its strategy to penetrate the South Korean luxury car market with its newly acquired luxury brand, 'BMW Alpina.' The brand is slated for a phased launch in Korea starting in early 2028, aiming to fill a niche positioned between BMW's highest-end vehicles and Rolls-Royce.

This move was revealed at the 'BMW Alpina Seoul Signature Moment' event, marking the first time BMW Group's top management has introduced the Alpina brand in Asia. Alpina, a German brand now under the BMW Group umbrella, officially transitioned to the 'BMW Alpina' name following the transfer of trademark rights in January. This acquisition adds a new brand to BMW Group's portfolio, which already includes BMW, Mini, and Rolls-Royce.

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The BMW product range reaches its peak with the 7 Series and X7, but there is a significant gap from there up to Rolls-Royce. BMW Alpina will play a strategic role in strengthening the group's ultra-luxury segment beyond the existing BMW luxury class.

BMW plans to leverage Alpina to bridge the gap between its own top-tier lineup and Rolls-Royce, competing with luxury offerings from Bentley, Mercedes-Maybach, and the upper range of Land Rover. Oliver Philheiner, Vice President of BMW Alpina, stated that while BMW's range extends to the 7 Series and X7, a significant gap exists before reaching Rolls-Royce. He emphasized Alpina's strategic role in strengthening the group's ultra-luxury segment.

Distinguishing itself from BMW's high-performance M division, which focuses on aggressive track driving, Alpina prioritizes a comfortable yet fast driving experience for long distances. Maximilian Missoni, Head of BMW Alpina Design, clarified that Alpina offers both supreme comfort and high performance on extended journeys, clearly setting it apart from BMW M.

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Alpina is a car that offers both the highest comfort and high performance on long distances, clearly distinguishing itself from BMW M.