On January 1, 2026, the BMW ALPINA brand was officially re-established as an independent luxury automotive brand within the BMW Group. It now operates on a level with brands such as Rolls-Royce and BMW M. BMW ALPINA had previously developed successfully into an exclusive ultra-luxury brand in the automotive sector. After decades of close collaboration, it has now been fully integrated into the BMW Group.
Robert Rieger photographed the current stills campaign for the new BMW ALPINA brand.
The campaign highlights the brand's precise craftsmanship and masterful workmanship. It emphasizes the careful selection of high-quality upholstery materials for the vehicle interior, as well as the refined craftsmanship.
BMW ALPINA bridges the emotional gap between BMW's flagship models, such as the 7 Series, and the Rolls-Royce models. The brand thus positions itself directly as a high-end competitor to Mercedes-Maybach and Bentley.
As part of the realignment, the Vision BMW ALPINA concept car was presented at the Concorso d’Eleganza Villa d’Este as a preview of a large V8 luxury coupé. The first production models built entirely under the new management - such as a new Alpina B7 based on the facelifted 7 Series BMW - are already firmly planned.
Photographer Robert Rieger is represented by the Berlin agency EMEIS DEUBEL.
GoSee : bmw.de