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BMW Prepares to Launch Independent 'Alpina' Brand, Aiming to End Maybach's Dominance
๐Ÿ‡ฐ๐Ÿ‡ท South Korea /Economy & Trade

BMW Prepares to Launch Independent 'Alpina' Brand, Aiming to End Maybach's Dominance

From Dong-A Ilbo · () Korean

Translated from Korean, summarized and contextualized by DistantNews.

At a glance

News Sources not specified New plan
  • BMW Group is launching a new ultra-luxury brand, BMW Alpina, to expand its high-end market presence.
  • The new brand will occupy a strategic position between BMW's main lineup and Rolls-Royce, targeting consumers who value unique quality and refined perfection.
  • BMW Alpina plans to open seven dealerships in South Korea in the latter half of 2027 and introduce dedicated new models starting in 2028, aiming to compete directly with models like the Maybach.

BMW Group is set to significantly expand its ultra-luxury market presence with the introduction of a new, independent brand: BMW Alpina. This move marks the group's first new top-tier luxury brand launch in approximately 25 years, aiming to bridge the gap between its existing flagship models and the ultra-luxury segment occupied by Rolls-Royce.

Alpina, originally founded in 1965 as a tuning and refinement specialist, has established a reputation for blending performance with comfort, particularly for long-distance driving. The new BMW Alpina brand will embody this philosophy, focusing on the 'Grand Tourer' experience with powerful V8 engines and refined, quiet powertrains, including future electrified options. The brand's core value is summarized as 'Elevating Journeys,' emphasizing a serene and stable ride even at high speeds, rather than just track performance.

BMW Alpina will serve as the group's top-tier model, connecting the market between BMW and Rolls-Royce.

โ€” Oliver VeillechnerOliver Veillechner, BMW Group's Vice President for BMW Alpina, introduced the brand during his visit to South Korea, highlighting its strategic market positioning.

Visually, BMW Alpina will eschew ostentatious displays for a more understated elegance. The new emblem reinterprets Alpina's signature throttle body and crankshaft components, complemented by a wordmark inspired by 1970s typography. A distinctive hand-painted 'deco line' along the body, a hallmark since 1974, will be meticulously applied by skilled artisans. Inside, the focus is on premium materials like 'Lavalina' leather and bespoke stitching, with extensive customization options available through the 'Manufaktur' program.

BMW Korea plans to launch the brand's communication efforts in early 2027, followed by the opening of seven dedicated dealerships in the latter half of the year. New models are slated for release starting in early 2028. BMW Korea anticipates BMW Alpina will exert considerable influence in the 300 to 500 million won price range, directly targeting competitors like Maybach with Alpina's unique advantages.

BMW Alpina is expected to exert strong influence in the market segment priced between 300 and 500 million won.

โ€” BMW Korea officialA BMW Korea official emphasized the brand's competitive strategy, stating that its models will directly target Maybach vehicles.
DistantNews Editorial

Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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