by A New Era for Alpina Under BMW’s Wing
Following its full integration into the BMW Group structure, the Alpina brand is embarking on a new phase, which appears to be focused on flagship luxury models. The company’s primary emphasis is on high-class interpretations of the 7-Series sedan and the X7 SUV, setting the tone for future developments.
Plans for the Near Future
In early March, Alpina unveiled its first model since the merger—a special version of the existing XB7, which marked the end of its production cycle. This highly exclusive model is limited to a run of just 120 units.
When asked about future plans, BMW’s Head of Research and Development, Joachim Post, revealed that the company will develop Alpina starting from the top models, specifically the 7-Series and X7. Initially, a model based on the updated 7-Series is expected to appear, followed by a version based on the next-generation X7, whose release is scheduled for next year.
Anticipating the Updated 7-Series
Recent spy photos suggest that the facelifted 7-Series will appear very soon, likely making its debut at the Beijing Auto Show next month. This timeline makes it almost guaranteed that the next version from Alpina will be based precisely on the updated model, not the previous one.
Alpina’s previous work on the 7-Series sedan was the B7 model, which was produced from 2016 to 2022. It was based on the top-tier 750Li and equipped with a 4.4-liter bi-turbo V8 producing 600 hp. In addition to engine upgrades, the B7 received a retuned air suspension, updated design, and interior. Similar changes can be expected from the next Alpina based on the 7-Series.
Brand Philosophy: Speed and Luxury, Not the Race Track
Joachim Post emphasized the distinction between Alpina and the BMW M division, explaining that the brands will not be competitors.
Alpina has always been different from BMW M. BMW M is for the race track, and when we talk about Alpina, we talk about speed, not sport. Speed, comfort, and luxury. It’s completely different from M. They complement each other very well. We have the sporting side with M, and the other side is speed, luxury, comfort, and individualization. That is exactly how we will develop Alpina, starting with the X7 and 7 Series. You will see what comes next.
This strategy clearly outlines Alpina’s niche within the larger BMW family. Instead of creating hardcore sports cars, the brand will focus on combining high speed, unparalleled comfort, and exclusive luxury, offering customers an alternative focused on top-tier travel. This positioning avoids internal competition with M models and reaches a new audience of premium brand enthusiasts who value dynamics but are not willing to sacrifice comfort and individual style.
