One of the best-known manufacturer-tuner collaborations in business is set to grow closer as BMW acquires Alpina. In a BMW Group statement, the Alpina name will join its portfolio once its current cooperation agreement expires after 2025.
BMW-Alpina, a bromance unlike any other
Being the big brother, BMW rationalises the acquisition as securing the “long-term viability” for a small-series manufacturer like Alpina. BMW also mentions that they decided not to sell Alpina to any other manufacturer due to its long-standing relationship. Though, it isn’t as though there wasn’t any interest in the Buchloe-based tuner in its past.
According to a book commemorating Alpina’s 50th anniversary, Ferdinand Piech poached Alpina to develop its Audi Quattro rally project. Jaguar too, led by ex-BWM executive Wolfgang Reitzle in the early-2000s, sought to acquire the tuner to develop performance models. On both occasions, company founder Burkard Bovensiepen politely declined and kept to making fast and discreet BMWs.
Nowadays, Alpina isn’t like any other aftermarket tuner. Whilst tuners can only work on the production model, BMW provides CAD data for forthcoming models four years before production. Furthermore, Alpina receives pre-assembled BMW fresh off the production line, with the final assembly done in Buchloe. To cap it off, all new Alpina models come supported with a BMW-backed warranty.
With such a bromance for the ages, it is only a matter of time before BMW acquires Alpina. The question is, where will Alpina fit in the BMW Group? Currently, BMW isn’t saying much about its plans for Alpina. What is certain is that when the current arrangement ends, so too will final assembly operations at Buchloe.
BMW acquires Alpina – what does the future hold?
According to The Group’s senior vice president of customer and brand, the company is acquiring the “trademark rights to Alpina and add new vehicle capturing DNA to the BMW portfolio”. One can interpret that statement as a “new sub-brand”. And if there is one area that BMW is lacking is an answer to Mercedes-Maybach and Audi’s revived Horch name.
Though the BMW Group is dominating the top end of the market with Rolls-Royce, it doesn’t have an upmarket BMW. As strange as that sounds, BMW needs a top-spec luxury sub-brand to compete against the Mercedes-Maybach. Something with a little flourish in the trim and a little plushness in the headliner.
Already Mercedes is making serious dosh with its revived Maybach sub-brand in China and Audi’s Horch might follow suit. In this respect, the Alpina name might have something to offer for BMW and might explain why BMW acquires Alpina.
Unlike sticking an unfamiliar or long-forgotten name like Horch, the Alpina name needs little introduction to customers. Over the past decades, Alpina has carved a niche for discreet cars of comfort and speed for drivers who enjoy the performance without the full-on frantic nature of BMW’s M cars.
Furthermore, Alpina has a stellar reputation amongst discerning customers for building a more plush and higher quality BMW. Its name isn’t stained like Mercedes’ failed Maybach attempt and it has a nice ring of exclusivity to it. For BMW not to use the Alpina in such a manner would be a travesty.