BMW has outlined its plans for the next phase of Alpina, confirming that the first models under its ownership will be based on the BMW 7 Series and BMW X7. The move follows BMW’s full takeover of Alpina earlier this year, bringing the long-standing tuning firm in-house after decades of operating independently. Future Alpina models will now be developed and positioned in closer alignment with BMW’s overall product strategy.
- Both combustion and electric powertrains under evaluation
- Alpina to have a distinct identity from BMW M division
- Focus remains on speed, comfort and individualization
Alpina’s new direction under BMW
Flagship models to lead lineup
“The first models to wear the new BMW Alpina badge will start from the top of the [BMW] brand, with 7 Series and the X7,” BMW Group R&D boss Joachim Post said to Autocar UK at the unveiling of the i3 electric sedan.
Both the 7 Series and X7 are due to receive significant updates later this year, including design and technology changes aligned with BMW’s Neue Klasse direction. These updates will form the base for Alpina’s new-era models, allowing the brand to build on the latest BMW architecture while maintaining its own distinct character.
Powertrain strategy still undecided
ICE and EV both under consideration
BMW has not confirmed specific powertrains for upcoming Alpina models, but indicated that the brand will remain open to different technologies. Asked if Alpina would also offer EV variants, with the 7 Series currently available in ICE and electric guises, Post said “we are technology-open”.
Further details of the cars, as well as the broader brand strategy, have not yet been disclosed. However, BMW has confirmed that future Alpina models will continue to follow the same core approach as before in terms of their design and configuration.
Positioning distinct from BMW M
Focus on comfort and high-speed cruising
BMW has reiterated that Alpina will remain separate from its M division, with no overlap in purpose or target audience. “Alpina is completely different from a level which other people like from M, which is the performance,” said Post.
“That fits very well [in the BMW brand]. You have the very sporty side of M – born on the race track, made for the road – and the other, which is speed, luxury, comfort on the way and also individualization,” he added.
This distinction has been a defining part of Alpina’s identity, and BMW intends to retain it. The brand’s cars are expected to offer strong performance, but without the sharper, more aggressive characteristics associated with M models. BMW has also indicated that Alpina models will offer extensive customization options, with an emphasis on materials and bespoke craftsmanship, in line with the brand’s earlier approach.
