Oliver Veillechner, vice president of BMW ALPINA, introduces the carmaker's new high-end brand during a media event at a hotel in Seoul, Tuesday. Courtesy of BMW Korea
BMW Korea will introduce ALPINA, the German automaker's ultra-luxury marque, in 2027, as it seeks to capitalize on growing demand from affluent consumers and expand its presence in the country's high-end automotive segment, the carmaker said Tuesday.
The upcoming launch marks the arrival of BMW Group’s newest luxury brand in roughly 25 years. The brand will be positioned above BMW’s flagship lineup but below Rolls-Royce in the group’s luxury vehicle portfolio.
BMW ALPINA is designed to fill the gap between the two marques, catering to customers who prioritize exclusivity, engineering sophistication and long-distance driving comfort over conspicuous luxury.
BMW Korea said the decision reflects confidence in the domestic premium vehicle market where demand for personalized luxury products continues to grow.
