BMW buys Alpina brand

BMW late on Thursday made the surprise announcement that it is acquiring the rights to the Alpina trademark.

BMW said the deal will enable the Alpina name and business to survive the current regulatory challenges and technological change affecting the auto industry. Alpina is still not widely known in the U.S., but for BMW diehards the brand is synonymous with performance, luxury and craftsmanship. Based in the German state of Bavaria, the same as BMW, Alpina was founded in 1965 as a tuner of BMW cars, making it older than BMW’s own M divisionThe two companies have enjoyed a close relationship for decades, with BMW even directly selling Alpina models through its own dealerships in some markets, like the U.S.

transferring to BMW plants or the plants of suppliers in the coming years. Alpina's small size has meant the company has been limited in how many vehicles it can deliver in any given year. We're talking just a few thousand units per year. “The automotive industry is in the midst of a far-reaching transformation towards sustainable mobility,” Pieter Nota, BMW's sales chief, said in a statement. “Acquiring the trademark rights will allow us to shape the long-term course of this brand steeped in tradition.”

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