{"id":85024,"date":"2026-03-13T09:33:12","date_gmt":"2026-03-13T13:33:12","guid":{"rendered":"http:\/\/autosector.com\/?p=85024"},"modified":"2026-03-13T09:33:12","modified_gmt":"2026-03-13T13:33:12","slug":"bmw-reveals-where-alpina-positioned-hierarchy","status":"publish","type":"post","link":"http:\/\/autosector.com\/?p=85024","title":{"rendered":"BMW Reveals Where ALPINA Will Be Positioned In The Hierarchy"},"content":{"rendered":"<section class=\"post-summary-wrap\">\n<h3 class=\"post-summary-title\">Article Summary<\/h3>\n<ul class=\"post-summary-list\">\n<li>CEO Oliver Zipse details where the newly added ALPINA brand will sit under the BMW Group umbrella.<\/li>\n<li>ALPINA plans to make &#8220;individual, highly customized vehicles&#8221; positioned above BMW&#8217;s top models.<\/li>\n<li>Rolls-Royce will remain the flagship of the BMW Group.<\/li>\n<\/ul>\n<\/section>\n<p>It\u2019s been four years since the BMW Group acquired the rights to the ALPINA brand. Since the news broke in March 2022, many have wondered where the fourth car brand would sit under the corporate umbrella. In 2026, BMW fully took over the brand name, but three months in, we still haven\u2019t seen a single car.<\/p>\n<p>While the <a href=\"https:\/\/www.bmwblog.com\/2026\/02\/15\/bmw-alpina-new-physical-badge\/\">ALPINA logo<\/a> has been updated, BMW is making us wait for the first model of the new era. Meanwhile, CEO Oliver Zipse is giving us the biggest hint yet about what to expect from the ALPINA of tomorrow. Speaking during the annual conference, the BMW Group\u2019s boss gave a clear direction for where the new member of the family is heading:<\/p>\n<blockquote readability=\"7\">\n<p>\u201cWe are tapping into a highly profitable segment with great growth potential, positioned above the BMW brand\u2019s top models and below our Rolls-Royce luxury brand.\u201d<\/p>\n<\/blockquote>\n<figure id=\"attachment_510532\" aria-describedby=\"caption-attachment-510532\" class=\"wp-caption alignnone\"><a href=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-3.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-510532 size-medium\" title=\"BMW ALPINA 3\" src=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-3-830x467.jpg\" alt=\"BMW ALPINA 3\" width=\"830\" height=\"467\" srcset=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-3-830x467.jpg 830w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-3-1820x1024.jpg 1820w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-3-768x432.jpg 768w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-3-1536x864.jpg 1536w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-3-2048x1152.jpg 2048w\" sizes=\"(max-width: 830px) 100vw, 830px\"\/><\/a><figcaption id=\"caption-attachment-510532\" class=\"wp-caption-text\">2026 BMW ALPINA wordmark<\/figcaption><\/figure>\n<p>If you\u2019ve been following our reporting about how the ALPINA story could unfold under the BMW Group regime, Zipse\u2019s statement won\u2019t come as a surprise. We\u2019ve been extensively covering the all-but-confirmed return of the B7 and a next-generation XB7. However, the CEO\u2019s comment carries a deeper meaning. It goes beyond just a pair of nicer versions of the 7 Series facelift (G70) and X7 (G67).<\/p>\n<p>It effectively suggests that lesser models, such as the B3 and even the <a href=\"https:\/\/www.bmwblog.com\/2024\/08\/05\/alpina-b5-gt-new-photos\/\">B5<\/a>, are highly unlikely to return. The \u201ctop models\u201d part of the statement leaves little room for interpretation. Going forward, BMW ALPINA will focus on the company\u2019s most expensive vehicles. You might wonder whether that\u2019s really necessary when the BMW Group already has Rolls-Royce. Well, there\u2019s plenty of room for ALPINA without stepping on RR\u2019s toes.<\/p>\n<figure id=\"attachment_510531\" aria-describedby=\"caption-attachment-510531\" class=\"wp-caption alignnone\"><a href=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1.jpg\"><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-510531 size-medium\" title=\"BMW ALPINA 1\" src=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1-664x830.jpg\" alt=\"BMW ALPINA 1\" width=\"664\" height=\"830\" srcset=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1-664x830.jpg 664w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1-820x1024.jpg 820w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1-768x960.jpg 768w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1-1229x1536.jpg 1229w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1-1639x2048.jpg 1639w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/02\/BMW-Alpina-1.jpg 2028w\" sizes=\"auto, (max-width: 664px) 100vw, 664px\"\/><\/a><figcaption id=\"caption-attachment-510531\" class=\"wp-caption-text\">2026 BMW ALPINA 20-spoke wheel design<\/figcaption><\/figure>\n<p>A closer look at the price gap between top-tier BMWs and \u201clowly\u201d Rolls-Royces reveals a major discrepancy. Even a fully loaded 7 Series is still much cheaper than the base Ghost. An <a href=\"https:\/\/www.bmwblog.com\/2025\/05\/20\/bmw-testing-long-range-i7-solid-state-batteries\/\">i7 M70<\/a> with every option box ticked costs about $210,000 in the United States. Pricing for the standard Ghost starts at around $370,000. Consequently, the future ALPINA G72 will have plenty of room to slot between the two models.<\/p>\n<p>Similarly, the top-end ALPINA XB7 is a <a href=\"https:\/\/www.bmwblog.com\/2026\/03\/09\/2026-alpina-xb7-walkaround-video\/\">$181,550 Manufaktur special edition<\/a>, whereas a stock Cullinan starts at about $444,000 in the U.S. The second-generation X7 with BMW ALPINA badging will bridge the gap between Munich\u2019s full-size, three-row SUV and Goodwood\u2019s V12 luxobarge.<\/p>\n<figure id=\"attachment_511459\" aria-describedby=\"caption-attachment-511459\" class=\"wp-caption alignnone\"><a href=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/03\/2026-BMW-ALPINA-side-stripes.jpg\"><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-511459\" title=\"2026 BMW ALPINA SIDE STRIPES\" src=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/03\/2026-BMW-ALPINA-side-stripes-830x519.jpg\" alt=\"2026 BMW ALPINA SIDE STRIPES\" width=\"830\" height=\"519\" srcset=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/03\/2026-BMW-ALPINA-side-stripes-830x519.jpg 830w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/03\/2026-BMW-ALPINA-side-stripes-1638x1024.jpg 1638w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/03\/2026-BMW-ALPINA-side-stripes-768x480.jpg 768w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/03\/2026-BMW-ALPINA-side-stripes-1536x960.jpg 1536w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/03\/2026-BMW-ALPINA-side-stripes-2048x1280.jpg 2048w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\"\/><\/a><figcaption id=\"caption-attachment-511459\" class=\"wp-caption-text\">2026 BMW ALPINA side stripes<\/figcaption><\/figure>\n<p>ALPINA\u2019s upscale take on the 7 Series will go after the Mercedes-Maybach S580, which starts at $208,500 before options. BMW is unlikely to compete with the twelve-cylinder $245,750 S680 since we believe the V12 engine will remain exclusive to Rolls-Royce. On the SUV side, the next-generation X7 in an ALPINA tuxedo will battle the $181,350 <a href=\"https:\/\/www.bmwblog.com\/2021\/04\/30\/alpina-xb7-vs-mercedes-maybach-gls-600\/\">Mercedes-Maybach GLS 600<\/a>.<\/p>\n<p>As you can imagine, BMW ALPINA won\u2019t focus on volume but rather on profit margins. The more people customize their cars, the higher the profits. Of course, that\u2019s also true for the 7 Series and X7 donor cars, but even more so for the pair of $200,000+ models coming soon. The G72 sedan should lead the way in the coming months before the G69 SUV arrives a couple of years later. Both are believed to come with inline-sixes and V8s, as well as EV versions. Yes, electric ALPINAs are on the way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Article Summary CEO Oliver Zipse details where the newly added ALPINA brand will sit under the BMW Group umbrella. ALPINA plans to make &#8220;individual, highly customized vehicles&#8221; positioned above BMW&#8217;s top models. Rolls-Royce will remain the flagship of the BMW Group. It\u2019s been four years since the BMW Group acquired the rights to the ALPINA [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":85025,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[2],"tags":[],"class_list":["post-85024","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry"],"_links":{"self":[{"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/posts\/85024","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=85024"}],"version-history":[{"count":0,"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/posts\/85024\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/media\/85025"}],"wp:attachment":[{"href":"http:\/\/autosector.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=85024"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=85024"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=85024"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}