BMW launches exclusive brand

BMW Alpina has been unveiled as a new standalone brand after the transfer of the Alpina trademark rights at the start of the year.

It operates under the BMW Group umbrella and the initial focus is on brand activation. 

Key elements of the BMW Alpina brand are described as its “balance of maximum performance and superior ride comfort, combined with hallmark driving characteristics”. 

It adds this is complemented by an exclusive portfolio of bespoke options and custom materials along with unmistakeable details.

BMW Group says it is committed to making sure BMW Alpina meets the highest expectations and says the brand’s new wordmark “radiates clarity, calm and confidence”.

It adds BMW Alpina vehicles are manufactured according to rigorous standards for materials selection and craftsmanship. 

“They fulfil the most demanding expectations in terms of visuals, acoustics and feel,” the group notes. 

“Moreover, buyers can choose from a remarkable portfolio of bespoke options. These ensure that every BMW Alpina has its own, unmistakeable character. 

“Each vehicle will be an exclusive object for connoisseurs in pursuit of the extraordinary, without compromises on performance, comfort and individuality.”