23:39 23-05-2026

BMW Considers Standalone ALPINA Showrooms for New Luxury Line

BMW is exploring dedicated ALPINA showrooms to distinguish the luxury brand, positioning it between BMW and Rolls-Royce as a rival to Mercedes-Maybach. First model, a luxurious 7 Series variant, expected next year.

BMW is exploring the possibility of setting up dedicated ALPINA showrooms. Maximilian Missoni, BMW's head of design for upper mid-range, luxury models, and ALPINA, shared the news.

New ALPINA models will be sold through the existing BMW dealer network. However, the company plans to create separate branded zones within dealerships to visually and in terms of service distinguish ALPINA from regular BMW models. Standalone ALPINA showrooms are also under discussion, but no final decision has been made yet.

The first series-production ALPINA model under BMW's new ownership will be a more luxurious version of the updated 7 Series. It's expected to launch next year. Production will likely take place in Dingolfing, where the standard 7 Series is built.

ALPINA will slot in between BMW and Rolls-Royce. These cars will be more customized than standard BMWs, but not fully bespoke like a Rolls-Royce. The latter will continue to represent the group's flagship luxury brand.

BMW aims to position ALPINA as a rival to Mercedes-Maybach. Expect inline-six and V8 powertrains, along with fully electric models. For new vehicles arriving in 2026 and beyond, ALPINA will function as a distinct luxury division within the BMW Group.