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What does the new BMW ALPINA brand stand for?

Following its brand activation in early January 2026, BMW ALPINA is presenting itself as an exclusive new brand under the custodianship of the BMW Group. Restraint, power and superior quality have always been hallmarks of the ALPINA brand. BMW ALPINA is committed to authentically evolving these values, elevating them with heightened precision and modern sophistication. BMW ALPINA automobiles will combine exceptional high-speed performance with outstanding levels of comfort, with a focus on long-distance journeys.

BMW ALPINA is a maker of automobiles for connoisseurs who appreciate the exceptional.

 

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