BMW Korea to introduce ALPINA high-end brand in 2027

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.

The automaker has maintained a strong presence in Korea's flagship luxury sedan segment with the BMW 7 Series, selling 3,077 units in the first half of 2026 to retain the top spot in the category.

The company believes the market's increasingly sophisticated consumers and expanding ...