For decades, the top 3 most prestigious luxury car brands in the world have all come from Germany: Mercedes-Benz, Audi and BMW. In this high-end segment, Mercedes-Benz has always had an advantage over its competitors when they revived the Maybach sub-brand to explore the super luxury segment since 2002.
Since the beginning of the 2020s, there has been a lot of information confirming that Audi and BMW are considering launching similar sub-brands to compete with Mercedes-Maybach.
Recently, the i5talk forum discovered a new move by BMW. Specifically, BMW has registered the copyright for the Alpina logo along with a completely new BMW Alpina logo.
Specifically, the Bavarian brand has registered the copyright for the Alpina logo along with the completely new BMW Alpina logo. Alpina is a customization company specializing in making high-end high-performance versions of BMW models.
In March 2022, BMW announced that it would take over Alpina from 2025. The service, parts and accessories business for existing Alpina products will continue at the tuner’s Buchloe facility. BMW will also expand its service business there.
Based on Alpina's products and the brand's price point on the market so far, it is predicted that BMW Alpina models will top the German brand's lineup.
BMW's goal in acquiring Alpina is to bridge the gap between BMW's product lines and Rolls-Royce, another brand currently owned by the German automaker.
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