Quote:
Originally Posted by eye4speed2
Thanks for the article. I don't recall seeing who gave the interview from Alpina. Was it a family member or PR person?
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Given the choice of words in the article, a PR person from Alpina answered their questions.
Quote:
Originally Posted by sjak92
So Alpina will effectively become a trim like (like an M Sport, Luxury or SE) for select BMW models from 2026 onwards.
Shame….
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I reckon BMW is going to use the ALPINA brand like Daimler has been doing so with their Maybach lineup the past few years.
Daimler will soon have three Maybach models - S, GLS, SL - including the 'Mythos' cars so BMW needs to get on in, too, and the M division doesn't have the "aura" they're looking for, probably.
On surface, spin it off into a sub-brand to make people think it's something more bespoke than it actually is underneath. Luxury/sport brand spin-offs have been popular for some time in Europe already and so have BMW Individual/Benz designo/Audi exclusive offerings driving up their margins per car. It was even said in the article that their focus is on the upper lux segment (i.e., 5 Series & up) which is where the biggest margins are.