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BMW launches Alpina luxury brand after 25 years
Auto
— Jul 22, 2026
BMW Group is launching Alpina as an ultra-luxury brand positioned between BMW and Rolls-Royce to tap Korea’s growing market for exclusive, understated high-end vehicles, with plans for seven dedicated Alpina showrooms by 2027 and first models arriving in early 2028. The rollout includes Asia’s first Alpina community event in Seoul and emphasis on targeted ultra-high-net-worth customers, underscoring Korea as a pivotal launch market after Alpina’s trademark rights were transferred earlier this year.
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