{"id":85506,"date":"2026-05-11T06:58:19","date_gmt":"2026-05-11T10:58:19","guid":{"rendered":"https:\/\/autosector.com\/?p=85506"},"modified":"2026-05-11T06:58:19","modified_gmt":"2026-05-11T10:58:19","slug":"bmw-designer-says-alpina-will-not-overlap-m","status":"publish","type":"post","link":"http:\/\/autosector.com\/?p=85506","title":{"rendered":"BMW ALPINA And M Won&#8217;t Overlap: &#8216;There Is A Real Space For Both&#8217;"},"content":{"rendered":"<section class=\"post-summary-wrap\">\n<h3 class=\"post-summary-title\">Article Summary<\/h3>\n<ul class=\"post-summary-list\">\n<li>BMW has defined the future of M and ALPINA, setting the course for how the two brands will peacefully coexist.<\/li>\n<li>Maximilian Missoni is not worried about ALPINA and M cannibalizing each other\u2019s sales.<\/li>\n<li>The first ALPINA model under BMW ownership will debut this week as a conceptual coupe.<\/li>\n<\/ul>\n<\/section>\n<p>It\u2019s been a couple of months since BMW CEO Oliver Zipse detailed how ALPINA will be positioned within the Group\u2019s hierarchy. Confirming previous reports, the outgoing boss explained that upcoming cars will sit somewhere above high-end BMWs without encroaching on Rolls-Royce territory. That raises the question: Where does that leave M?<\/p>\n<p>BMW M will continue to focus on high-performance cars, while ALPINA will lean more toward grand touring with a heavy emphasis on luxury and comfort. Models carrying the \u201cworld\u2019s most powerful letter\u201d will certainly remain more common. From the <a href=\"https:\/\/www.bmwblog.com\/2025\/08\/26\/bmw-m135-optional-m-dynamic-pack\/\">M135<\/a> hot hatch to the XM plug-in hybrid SUV, there\u2019s an M product for nearly every preference. ALPINA, meanwhile, is expected to evolve into a Maybach-rivaling brand with only a handful of products and significantly higher prices.<\/p>\n<p>The man in charge of designing ALPINAs of tomorrow isn\u2019t concerned about a potential overlap with BMW M. Maximilian Missoni told <em>Car Magazine<\/em> there\u2019s room for both under the corporate umbrella:<\/p>\n<blockquote readability=\"7\">\n<p>\u201cI\u2019m excited about this. It hurts a little to see people that still wonder whether there\u2019s even room for these two [brands] alongside each other. We have already defined these nicely. There is a real space for both.\u201d<\/p>\n<\/blockquote>\n<p><a href=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2019\/08\/1m-bmw-blog-m-badge.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-350900\" title=\"1m-bmw-blog-m-badge\" src=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2019\/08\/1m-bmw-blog-m-badge-830x550.jpg\" alt=\"\" width=\"830\" height=\"550\" srcset=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2019\/08\/1m-bmw-blog-m-badge-830x550.jpg 830w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2019\/08\/1m-bmw-blog-m-badge-768x509.jpg 768w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2019\/08\/1m-bmw-blog-m-badge-1024x678.jpg 1024w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2019\/08\/1m-bmw-blog-m-badge-300x200.jpg 300w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2019\/08\/1m-bmw-blog-m-badge.jpg 1920w\" sizes=\"(max-width: 830px) 100vw, 830px\"\/><\/a><\/p>\n<h2>The BMW Group Has A New Design Team<\/h2>\n<p>Polestar\u2019s former Head of Design will oversee ALPINA models as well as BMWs from the 5 Series\/X5 and up. <a href=\"https:\/\/www.bmwblog.com\/2024\/09\/13\/maximilian-missoni-bmw-design-lead-alpina\/\">Missoni<\/a> is not responsible for M cars, as that role has been assigned to Oliver Heilmer, the former MINI design boss. He\u2019ll also work on vehicles up to the 3 Series\/X3 as Head of Design for compact class, Neue Klasse, and M.<\/p>\n<p>Although the first regular production models from the BMW Group\u2019s new design team won\u2019t arrive until the <a href=\"https:\/\/www.bmwblog.com\/2024\/09\/14\/first-bmw-models-new-design-team-2029\/\">next decade<\/a>, the ALPINA coupe concept debuting this week is said to have been influenced by Missoni. Reports claim former Rolls-Royce Coachbuild designer Alex Innes is also involved in the project, so expect something special.<\/p>\n<p>The <a href=\"https:\/\/www.bmwblog.com\/2026\/05\/10\/vision-bmw-alpina-villa-deste-2026-reveal\/\">shadowy silhouette<\/a> hints at a large two-door luxury coupe, possibly with 2+2 seating befitting a grand tourer. It\u2019s too soon to say whether the coupe will reach production, but we should learn more later this week when the car breaks cover at the Concorso d\u2019Eleganza Villa d\u2019Este.<\/p>\n<p><a href=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser.jpg\"><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-513245\" title=\"VISION BMW ALPINA 2026 TEASER\" src=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser-830x555.jpg\" alt=\"VISION BMW ALPINA 2026 TEASER\" width=\"830\" height=\"555\" srcset=\"https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser-830x555.jpg 830w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser-1531x1024.jpg 1531w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser-768x514.jpg 768w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser-1536x1027.jpg 1536w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser-300x200.jpg 300w, https:\/\/cdn.bmwblog.com\/wp-content\/uploads\/2026\/05\/Vision-BMW-Alpina-2026-Teaser.jpg 1920w\" sizes=\"auto, (max-width: 830px) 100vw, 830px\"\/><\/a><\/p>\n<h2>The Vision BMW ALPINA Coupe Could Be Followed By A Sedan And An SUV<\/h2>\n<p>Previous reports have suggested that the first new-era ALPINAs will be based on the 7 Series and X7. It\u2019s reasonable to assume BMW will apply the ALPINA treatment to distinguish these cars from the M Performance versions. How? By leaning heavily into the GT side of the equation. We\u2019ve heard rumblings about separate chassis codenames, with the sedan internally known as the G72 rather than the G70. As for the SUV, it\u2019s G69 rather than G67.<\/p>\n<p>Both are expected to be <a href=\"https:\/\/www.bmwblog.com\/2025\/10\/26\/bmw-alpina-7-series-details-emerge-fully-optioned\/\">fully loaded versions<\/a> with exclusive features, presumably prioritizing luxury over outright performance. The V8-powered M760 and X7 M60 will cater to buyers seeking a stronger emphasis on sportiness from BMW\u2019s largest vehicles.<\/p>\n<p>Whatever BMW has planned for ALPINA, the company has pledged to respect tradition. Not only in terms of the logo, but also iconic traits such as the <a href=\"https:\/\/www.bmwblog.com\/2026\/01\/20\/bmw-redesigning-alpina-20-spoke-wheels\/\">20-spoke wheels<\/a>, pinstripes, and heritage colors. It won\u2019t be a complete reset of what the Bovensiepen family built over the past 60 years. Instead, a deeper push upmarket to fill the gap between high-end BMWs and Rolls-Royce without cannibalizing M sales.<\/p>\n<p><em>Source: <a href=\"https:\/\/www.carmagazine.co.uk\/car-news\/industry-news\/bmw\/end-of-ugly-design-2026\/\" target=\"_blank\" rel=\"noopener\">Car Magazine<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Article Summary BMW has defined the future of M and ALPINA, setting the course for how the two brands will peacefully coexist. Maximilian Missoni is not worried about ALPINA and M cannibalizing each other\u2019s sales. The first ALPINA model under BMW ownership will debut this week as a conceptual coupe. It\u2019s been a couple of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":85507,"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-85506","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\/85506","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=85506"}],"version-history":[{"count":0,"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/posts\/85506\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=\/wp\/v2\/media\/85507"}],"wp:attachment":[{"href":"http:\/\/autosector.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=85506"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=85506"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/autosector.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=85506"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}