BMW Preps Alpina Premium Subbrand For Takeoff (opens in new tab)

BMW Group has formally rebooted Alpina, after purchasing the tuning company in 2022, and it appears as though not a lot will be changing. Alpina will continue to offer performance-tuned BMWs with an emphasis on luxury — with the automaker claiming that it wants to position the brand between performance-focused BMW M models and ultra-luxe products from Rolls-Royce. Alpina’s tuning business started in 1965 and initially focused on developing performance parts for engines manufactured…