BMW Just Officially Took Over Its Most Legendary Tuner
What better time for a new beginning than the start of the year?
The German automaker announced that it has taken over full control of its longtime collaborator Alpina as of Jan. 1. The marqueMarqueA brand name of a car manufacturer, particularly one associated with prestige, such as Ferrari, Rolls-Royce, or Aston Martin. The term emphasizes a make's heritage and identity beyond product lines,Go to Marque Glossary intends to turn the luxury tuner into a standalone brand.
The move has been a long time coming. Alpina began tuning BMWs in 1965 and quickly built a reputation because of its excellent handiwork. Then, in 1978, the shop started producing full vehicles based on existing BMW models. The company has been registered as an automobile manufacturer with the German Federal Ministry of Transport since 1983, and is responsible for some of the most beloved Bimmers, like the B7 Turbo, the Alpina Roadster Limited EditionLimited EditionA product produced in deliberately restricted numbers, often numbered, signed, and distinguished by special materials or design. Limited editions create scarcity, urgency, and desirability, and they are common across watches,Go to Limited Edition Glossary, and, most recently, the B8 GT (picture above). Its cars have been registered and branded as Alpinas but were sold and could be serviced by authorized BMW dealers.
Earlier this decade, BMW decided that it was finally time to take things even further. In March 2022, the automaker announced that it had acquired the tuner. That deal extended the prior corporate agreement between the two companies through the end of 2025.
The new brand will be known as BMW Alpina. Along with announcing its name, its parent company also unveiled its logo, which is said to be inspired by the asymmetrical wordmark that the tuner put on its cars in the 1970s. The emblem will be positioned at the center of the rear and is meant to highlight the “standalone character” of the brand’s vehicles. This suggests that the front will be adorned with BMW’s trademark roundel. The automaker also notes that the models, each of which will likely be range-toppers, will offer maximum performance and an “exclusive portfolio of bespoke options.”
That is all that is known about the brand as of now, but, since the acquisition was announced, there has been an expectation that BMW will run the new Alpina in a fashion similar to how rival Mercedes-Benz runs Maybach. It’s also unclear when the first of the company’s new ultra-exclusive, high-performance vehicle will arrive, though BMW Blog expects that vehicle to be based on the 7-Series. Car and Driver reports that another, based on the X7 SUV, will likely follow soon after.
This article originally appeared in Robb Report US.