Summary of the Article
- Maximilian Missoni, the Head of Design for BMW's Upper Mid-Size, Luxury Class, and ALPINA, led a discussion panel at the 2026 Concorso d'Eleganza Villa d'Este following the introduction of the Vision BMW ALPINA.
- Starting in 2027, BMW ALPINA will offer V8 and electric powertrains, with the inaugural production model derived from the G72 7 Series.
- Missoni mentioned that ALPINA experiences greater design flexibility within BMW than it had as an independent entity, highlighting that the integration of sensors poses the most considerable challenge in exterior design.
The Vision BMW ALPINA was presented the prior evening at Villa d’Este — a 5.23-meter grand tourer powered by a V8, showcasing BMW's aspirations for the ALPINA brand acquired in 2022. The subsequent morning, Maximilian Missoni, who joined BMW as the ALPINA project began, shared his thoughts during a 30-minute roundtable at the Concorso d’Eleganza.
Two Brands, One Vision
The initial question concerned the origin of the design. Missoni openly addressed the difficulty of integrating two brands with robust histories into a unified creation. “Crafting a visionary vehicle for a single brand is challenging, but doing it for two brands with unique identities is even tougher,” he remarked. “Initially charming small steps may lose their appeal over time.” The Vision vehicle, spanning 5.23 meters, is strategically placed at the apex of the luxury segment before expanding downward.
Understanding ALPINA from Within
When inquired about his previous knowledge of ALPINA, Missoni confessed that the Vision BMW ALPINA was his first project, and he was introduced to the brand through a history book left by Adrian van Hooydonk.
“It was a wonderful experience for the team to delve into ALPINA’s narratives,” he stated. They explored classic ALPINAs, concentrating on details important to discerning customers, such as the emblems found in carpets that others might overlook. “For an ALPINA customer, the presence of that emblem is expected.”
Missoni remarked on the refined stitching on vintage ALPINA steering wheels as compared to BMW's, stressing the team's dedication to such nuances. His preferred classic ALPINA is the E24-based B7 coupe, which influenced the Vision vehicle. “That one speaks to all of us.”
ALPINA vs. M: Why a Genuine Conflict Never Existed
Concerns were raised regarding the management of ALPINA and M within the same organization without overlap. Missoni observed that initial anxieties were more prominent than they are today. “At the outset, there were inquiries into how BMW ALPINA sets itself apart from M and ensuring there’s no intrusion into each other’s territories.” He believes both brands can thrive side by side as they possess a shared performance foundation, albeit expressed differently: M is centered on track performance, while ALPINA prioritizes comfort and luxury alongside power.
The brand hierarchy is clearly defined: MINI, BMW, M under BMW, and Rolls-Royce, each with its own distinct personality.
Was There Ever a Discussion About Establishing ALPINA as a Standalone Brand?
Summary of the Article
- Maximilian Missoni, the Head of Design for BMW’s Upper Mid-Size, Luxury Class, and ALPINA, led a discussion panel at the 2026 Concorso d’Eleganza Villa d’Este following the introduction of the Vision BMW ALPINA.
- Starting in 2027, BMW ALPINA will offer V8 and electric powertrains, with the inaugural production model derived from the G72 7 Series.
- Missoni mentioned that ALPINA experiences greater design flexibility within BMW than it had as an independent entity, highlighting that the integration of sensors poses the most considerable challenge in exterior design.
The Vision BMW ALPINA was presented the prior evening at Villa d’Este — a 5.23-meter grand tourer powered by a V8, showcasing BMW’s aspirations for the ALPINA brand acquired in 2022. The subsequent morning, Maximilian Missoni, who joined BMW as the ALPINA project began, shared his thoughts during a 30-minute roundtable at the Concorso d’Eleganza.
Two Brands, One Vision
The initial question concerned the origin of the design. Missoni openly addressed the difficulty of integrating two brands with robust histories into a unified creation. “Crafting a visionary vehicle for a single brand is challenging, but doing it for two brands with unique identities is even tougher,” he remarked. “Initially charming small steps may lose their appeal over time.” The Vision vehicle, spanning 5.23 meters, is strategically placed at the apex of the luxury segment before expanding downward.
Understanding ALPINA from Within
When inquired about his previous knowledge of ALPINA, Missoni confessed that the Vision BMW ALPINA was his first project, and he was introduced to the brand through a history book left by Adrian van Hooydonk.
“It was a wonderful experience for the team to delve into ALPINA’s narratives,” he stated. They explored classic ALPINAs, concentrating on details important to discerning customers, such as the emblems found in carpets that others might overlook. “For an ALPINA customer, the presence of that emblem is expected.”
Missoni remarked on the refined stitching on vintage ALPINA steering wheels as compared to BMW’s, stressing the team’s dedication to such nuances. His preferred classic ALPINA is the E24-based B7 coupe, which influenced the Vision vehicle. “That one speaks to all of us.”
ALPINA vs. M: Why a Genuine Conflict Never Existed
Concerns were raised regarding the management of ALPINA and M within the same organization without overlap. Missoni observed that initial anxieties were more prominent than they are today. “At the outset, there were inquiries into how BMW ALPINA sets itself apart from M and ensuring there’s no intrusion into each other’s territories.” He believes both brands can thrive side by side as they possess a shared performance foundation, albeit expressed differently: M is centered on track performance, while ALPINA prioritizes comfort and luxury alongside power.
The brand hierarchy is clearly defined: MINI, BMW, M under BMW, and Rolls-Royce, each with its own distinct personality.
