BMW unveiled its Vision Alpina concept at Villa d'Este in Italy this month, sparking a new design study that reimagines the vehicle as a shooting-brake.
This shift in design language suggests a strategic move to position the Alpina brand as a high-end alternative to Bentley. By placing Alpina between the performance-oriented BMW M models and the ultra-luxury Rolls-Royce, the company can target a specific niche of luxury buyers who seek a blend of exclusivity, and utility.
The Vision Alpina concept serves as the foundation for this exploration. While the original concept was displayed at the Villa d'Este event, the subsequent design study focused on stretching the vehicle's form into a shooting-brake silhouette. This specific body style combines the sleek lines of a coupe with the extended roofline and cargo space of a station wagon.
There are differing views on the technical basis of the concept. One report said the Vision Alpina is based on a discontinued 8-Series Gran Coupe [2]. Other analysis suggests the shooting-brake study focuses primarily on the aesthetic form rather than the specific donor car [2].
The goal of the study is to determine how Alpina can expand its presence in the luxury market. By adopting the shooting-brake form, the brand can compete directly with Bentley's high-end models [1, 3]. This approach allows BMW to leverage the Alpina name to capture a segment of the market that demands more versatility than a standard sedan, but more sportiness than a traditional luxury limousine.
The project highlights BMW's willingness to experiment with the boundaries of its sub-brands. The use of the Vision Alpina as a catalyst for this study indicates a desire to refine the brand's identity as it moves toward a more distinct competitive position against other luxury marques [1, 3].
“Alpina could sit between BMW’s M models and Rolls-Royce to challenge Bentley.”
This design exploration signals a potential shift in BMW's luxury hierarchy. By elevating Alpina to a position that directly challenges Bentley, BMW is attempting to fill a void in its portfolio for 'ultra-luxury performance' that is more accessible than a Rolls-Royce but more prestigious than an M-series BMW.
