BMW eyes Korea's luxury buyers with Alpina

BMW Group has launched BMW Alpina, its first new brand in 25 years, positioning the ultra-luxury marque to challenge Mercedes-Maybach in South Korea's fast-growing high-end car market.

Underscoring the importance of the Korean market, BMW held Asia's first Alpina community event in Seoul on Tuesday, attended by Oliver Veillechner, vice president and head of BMW Alpina, and Maximilian Missoni, vice president and head of BMW Alpina and luxury class design.

Alpina was a long-standing engineering pa ...