Alpina To Focus On Luxury And Bridging The Gap Between Rolls Royce And BMW

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With BMW's recent acquisition of Alpina, new plans have been announced on how Alpina will slot into the BMW family hierarchy.

In a recent interview with BMW's Vice President, Head of Series Luxury Class, Christian Tschurtschenthaler, he gave his views on how there is a gap between the most expensive BMW and the least-expensive Rolls Royce, and how that gap needs to be taken up.

Reinforcing his views, Tschurtschenthaler added that "there is space between the top of BMW at €200,000 to €220,000, and the bottom of Rolls-Royce, which starts at around €350,000.” 

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This new direction would see Alpina focusing more towards the side of luxury, meaning that Alpina vehicles will peak at their current level of performance, as launching future models with increased performance would invariably affect and cannibalise sales from BMW's M Division, which would be counter-productive to the BMW Group. 

With Alpina and BMW's current partnership set to expire at the end of 2025, it will be 2026 at the earliest before this new direction takes effect. Still, BMW has promised that there will not be any radical changes, and that it will also exercise care and caution when it comes to shaping Alpina's future under the BMW Group. 

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