BMW ALPINA has outlined new details about its retail strategy and upcoming luxury lineup, confirming that its future vehicles will initially be sold through BMW dealerships while dedicated ALPINA spaces are introduced. The announcement comes as the brand prepares to launch new flagship models, with customer deliveries in South Korea scheduled to begin in 2028.
BMW ALPINA’s Upcoming Models Take Priority
Activity around BMW ALPINA has remained relatively quiet since the unveiling of its coupe concept at Villa d’Este in mid-May. The company has since confirmed that the 2+2 concept will not enter production, as other vehicles have been prioritized.
Leading the lineup will be the 7 Series G72, described as a more upscale version of the recently facelifted G70, arriving next year. It will be followed by the second-generation X7 G67, which will also receive a more luxurious G69 derivative.
South Korea Sales Strategy Begins Through BMW Dealerships
According to The Korea Herald, BMW ALPINA vehicles will be sold in South Korea through existing BMW dealerships. Seven dedicated ALPINA areas are expected to open by the end of next year, with customer deliveries beginning in 2028.
The report states that this dealership-based approach will serve as the initial strategy in markets where BMW plans to sell ALPINA-branded vehicles. The company is also considering standalone ALPINA locations.
Dedicated ALPINA Spaces Planned for Customers
In a recent interview, Maximilian Missoni, BMW’s Head of Design for Upper Mid-Size, Luxury Class, and ALPINA, explained how the retail network is expected to evolve.
“In terms of the flagship stores, ALPINA will have locations within dealerships, but there could also be standalone ALPINA locations. That’s not defined. These talks are going on with the markets at the moment. The idea is that definitely those spaces will be clearly ALPINA branded and quite differentiated, and will have dedicated areas for customer interaction for individualization.”
BMW Positions ALPINA Above the 7 Series and X7
To increase awareness of the brand, BMW Group hosted an ALPINA community event in Seoul earlier this week. The event featured Maximilian Missoni along with Oliver Veillechner, head of BMW ALPINA.
According to The Chosun Daily, Veillechner said:
“BMW ALPINA will go beyond existing luxury classes such as the 7 Series and X7 to strengthen the group’s top-tier luxury and play a strategic role in linking the market with Rolls-Royce. There is still growth potential in the ultra-luxury market. Even with prices exceeding €200,000 per car, ALPINA recorded sales of about 2,600 units last year, marking an all-time high.”
Extensive Customization Options Planned
BMW ALPINA buyers will have access to a wide range of personalization options. Customers will be able to choose from more than 100 exterior colors and over 20 leather upholstery shades.
The company also said buyers will be able to mix and match colors and materials for certain interior areas, while BMW’s Manufaktur bespoke program will be available for ALPINA models.
Exclusive Design Details and Engine Expectations
The upcoming sedan and SUV will feature exclusive exterior styling, including distinctive grilles that are expected to reflect the retro-inspired shark nose design seen on the Vision BMW ALPINA concept.
The report also notes that BMW ALPINA models are unlikely to revive the V12 engine. Rolls-Royce will continue to retain exclusivity over the twin-turbocharged 6.75-liter V12 powertrain.
With new flagship vehicles, dedicated retail spaces, and expanded customization options, BMW ALPINA is moving ahead with its strategy to establish a more premium position within the BMW Group while preparing for future market launches.
