Bmw Alpina, the new course will be brought forward on the shores of Lake Como
At the Concorso di Eleganza Villa d'Este from 15 to 17 May, the future strategy of the new exclusive brand of the BMW Group after the acquisition formalised on 1 January 2026 will be revealed. Alpina will fit in between the Bmw models and the top Rolls-Royce offering.
Bmw has announced that it will celebrate the debut of its revamped Alpina division at this year's Concorso di Eleganza at Villa d'Este from 15-17 May. It will be an opportunity for Alpina, which became part of the Munich-based group at the beginning of 2026, to preview the brand's strategy to fit in between Bmw's model range and Rolls-Royce's offering. The brand launch could be accompanied by a concept that will anticipate the first of the models.
The first two models will be based on the Bmw 7 Series and X7
Bmw recently hinted that the first models of the new Alpina division will be based on the 7 Series and X7. An ultra-luxurious, limited edition concept could anticipate Alpina's new positioning. Not surprisingly, BMW had previously shown the Concept Speedtop at Villa d'Este in 2025, the Concept Skytop in 2024 and the Concept Touring Coupé in 2023. The significant turning point in Alpina's history will inevitably be written on the shores of Lake Como.
The brand's focus will always be on luxury and performance
The new Alpina is still expected to focus on high levels of not only luxury, but also performance, but the amount of customisation available for the new models may increase. There is no official information yet on how it will diversify from the BMWs on which they are based, but certainly the Alpina cars' DNA will be focused on performance similar to that of the M-Bmw.
More recent rumours suggest that they will be more differentiated from past models.
The new name of future models will be Bmw Alpina
As part of the brand's relaunch strategy, the new Bmw Alpina name will be featured on the back of all models, with lettering inspired by the asymmetrical branding of the 1970s. The last Alpina car under the previous management was the B8 GT, available as a limited edition and based on the 8 Series Gran Coupe with Bmw's 4.4-litre twin-turbo V8 engine under the bonnet boosted to deliver up to 625 hp and 850 Nm of torque. We'll be seeing more of this in the future.
