BMW has obtained the Alpina brand's trademark rights, however, no financial details have been disclosed. The agreement still needs to receive antitrust approval to go through. This partnership is anticipated to ensure the Buchloe brand's long-term viability, because the transition to electrification carries a bigger risk for small-series manufacturers such as Alpina.
The company will continue its current cooperation agreement to produce modified versions of BMW products until the end of 2025, however, there is no specification about what will happen to Alpina beyond this date.
The tuner's existing Buchloe facility will continue to provide servicing, parts, and accessories for current and legacy Alpina products, Alpina will also start providing restorations of its classic models. There will be a growth of BMW's development services.
According to BMW's statement, growing regulation of emissions and driver safety systems makes maintaining a small-production firm like Alpina more challenging. This combination allows the brand to stay on the market.
“For over fifty years, the Buchloe firm has demonstrated how to deliver top-quality car cachet through meticulous attention to detail. The BMW Group is also driven by this same passion for cars that capture the imagination. That is why we are now embarking on a new chapter in our long-standing partnership. Acquiring the trademark rights will allow us to shape the long-term course of this brand steeped in tradition”, said Pieter Nota, member of the BMW Board of Management responsible for Customer, Brands, and Sales.
Spy shots reveal that Alpina is now working on updated versions of its B3 and XB7 models. It also debuted an upgraded B8 Gran Coupe with more personalization possibilities.
The new partnership and ownership of rights come at a time when both BMW and Alpina are on the rise. But most importantly, this acquisition means BMW will continue to provide its true enthusiasts with a variety of differentiated experiences in the future.
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