Vision BMW Alpina: Luxurious Coupé Launches New Premium Brand
On May 15, 2026, at the Concorso d’Eleganza Villa d’Este, BMW unveiled the Vision BMW Alpina — a striking design study that marks the beginning of a new luxury sub-brand within the BMW Group.
Positioned between regular BMW flagship models and Rolls-Royce, the new Alpina brand will focus on refined performance, supreme comfort, and exclusive detailing.
Design and Dimensions
The 5.20-meter-long coupé features a bold Shark Nose front with large kidneys and extremely slim light elements. The main headlights are discreetly integrated into the side air intakes of the front bumper, similar to the 7 Series.
Signature Alpina multi-spoke wheels measure 22 inches at the front and 23 inches at the rear. Subtle decorative lines run along the sides, while the door handles are shaped like small winglets (already seen on the Skytop and Speedtop concepts).
At the rear, narrow horizontal taillights form two parallel lines. A prominent ALPINA badge sits below the BMW logo, and four elliptical exhaust tips confirm the presence of a combustion engine.
Powertrain
BMW has confirmed a V8 engine. While exact power figures are not yet released, high top speeds above 300 km/h are a traditional Alpina signature.
Interior
The cabin takes Neue Klasse elements to a new level of luxury with:
- Large central display
- Panoramic Vision Display
- Passenger Screen
- Premium wood trim
- Two-tone leather upholstery with green and blue accents
- Extensive ambient lighting
- Panoramic glass roof
The rear features two individual seats with a compartment for two glasses between them. Driving modes Speed and Comfort+ emphasize the car’s grand touring character — covering long distances quickly and effortlessly.
Future Plans
The Vision BMW Alpina is a one-off design study, not intended for production. However, its design language, materials, and brand philosophy will define future BMW ALPINA models, including refined versions of the 7 Series, X7, and potentially a successor to the 8 Series.
Official Statements
“Alpina has always stood for a special philosophy of performance and refinement — where dynamics and comfort complement each other. The Vision BMW ALPINA demonstrates how we can express these qualities in a modern, clear design language.” — Adrian van Hooydonk, Head of BMW Group Design.
“BMW ALPINA closes the gap between BMW and Rolls-Royce in our portfolio and opens up additional potential in the top-end segment.” — Oliver Viellechner, Head of BMW ALPINA.