BMW Group is launching its luxury brand Alpina, aimed at high-net-worth individuals, for the first time in 25 years. The brand is intended to fill the gap between BMW's top-tier 7 Series and Rolls-Royce.
On July 22, BMW Korea announced, "To enhance the highest luxury segment within the group beyond the existing BMW luxury class, we will introduce Alpina. Alpina will serve as a strategic brand targeting ultra-high-net-worth individuals worldwide, bridging the gap between BMW and Rolls-Royce."
Alpina originated in 1965 in Bavaria, Germany, as a high-performance tuning brand and has since evolved into an independent automobile manufacturer. Initially rooted in motorsport, it is characterized by three main features: tranquility during long-distance driving, precision engineering, and understated confidence. Captivated by Alpina's blend of serene luxury and uncompromising performance, BMW Group acquired the Alpina trademark in 2022. According to BMW Group, Alpina's global sales reached a record high of 2,600 units last year.
Oliver Veillechner, Vice President of the Alpina brand, stated, "BMW Group is welcoming a new brand for the first time in 25 years since Rolls-Royce. With the official transfer of Alpina's trademark rights in January, we are starting a new chapter for the brand."
Alpina is targeting the ultra-luxury market. Veillechner explained, "The number of ultra-high-net-worth individuals has been steadily increasing, and their consumption patterns are shifting from ostentatious luxury to more understated luxury. This aligns perfectly with the values that Alpina represents."
He added, "While Rolls-Royce serves as the top brand within BMW Group, there is a significant price gap between Rolls-Royce and the 7 Series. Many brands, including Bentley, Maybach, and Range Rover, are already targeting this market, and Alpina will play a strategic role in connecting the market between BMW's top line and Rolls-Royce."
According to BMW Group, the premium large luxury market in South Korea has been steadily growing over the past decade. Sales of premium large models increased from approximately 12,000 units in 2014 to about 34,000 units in 2025, a growth of about 2.8 times. Notably, sales in the ultra-luxury segment, including Maybach, Lamborghini, Bentley, and Ferrari, surged from 452 units to 2,605 units during the same period, marking an increase of about 5.8 times.
An official Alpina store in South Korea is set to open in the first half of 2027. BMW Group plans to officially launch the brand through offline platforms starting next year, with seven BMW Alpina showrooms expected to open nationwide by the second half of 2027. New models will be gradually released starting in early 2028.
Kim Kang-min, head of the sales team at BMW Korea, noted, "Since 2021, the growth rate of the ultra-luxury market has accelerated. In South Korea, there is a growing demand not just for premium cars but for increasingly rare and differentiated luxury options."
He added, "This trend aligns with global lifestyle changes, indicating that a customer base for Alpina has already been established. We aim to target the top luxury market that has been vacant in our product portfolio through Alpina."
* This article has been translated by AI.
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