The ALPINA brand we grew up with virtually died on December 31, 2025. From January 1st it will operate under the name BMW ALPINA and will operate differently than the company founded in 1965 by the late Burkard Bovensiepen. However, tradition is not ignored because the new owner wants to build on decades of tradition. So what’s next? The company’s official Instagram account offers a glimpse into the future.
We learn that new models will cater to the “discerning few,” suggesting low production volumes. That would correspond to the traditional ALPINA values, considering that only around 60,000 cars were built in six decades. The cryptic message may also indicate a greater focus on high-end products. As a result, the initial lineup could be limited to the 7 Series and the X7.
We remember what Christian Tschurtschenthaler, BMW Vice President and Head of the Luxury Series, said a few years ago: “Does it make sense for someone to spend 250,000 or 300,000 euros on an ALPINA and then see a B3 standing next to them at the traffic lights?”
This comment was probably an indirect signal that entry-level models would not be renewed as part of BMW ALPINA’s strategy. After all, vehicles like the XD3 and B5 had already been discontinued before they were taken over by the BMW Group.
Coming back to the current social media message, BMW ALPINA’s statement that it will “focus on speed and not sport” suggests that it will not step on M’s toes. The upcoming models are expected to focus on high-speed luxury on the road, while BMW M will focus on hardcore vehicles with a focus on the track. The slogan “Go far, travel fast” highlights effortless GT driving in the spirit of previous ALPINA models.
BMW ALPINA is not revealing any cars for the time being. While it’s frustrating to hear about a new sub-brand without seeing any products, the delay is understandable. The first priority is for the core brand to present the facelift of the 7 Series in the coming months. Only after that will we see its sister model with the BMW ALPINA badge, which reportedly has a unique code name: “G72” instead of “G70”.
The regular 7 Series LCI is scheduled to go into production in July, but its ALPINA counterpart may not roll off the assembly line until about a year later. Expect a fully equipped “G70” with exclusive interior and exterior design elements designed to rival the Mercedes-Maybach S-Class. It’s too early to say whether powertrain upgrades are planned. The “G72” will probably be the first electric ALPINA and will also offer an i7 70 xDrive variant in addition to the petrol versions 740 xDrive and 760 xDrive.
The second model is said to follow a similar strategy, complete with a separate codename and an EV option. The BMW X7 “G67” will reportedly spawn a BMW ALPINA “G69” in three flavors next year:
While some were quick to criticize BMW for leveraging ALPINA’s strong brand equity for quick profits, it’s worth waiting to see how the new strategy pans out. It’s becoming increasingly clear that BMW will target ALPINA Maybach without encroaching on Rolls-Royce territory.
