Alpina in the future
Posted: Fri Feb 11, 2011 1:31 pm
I started this post as a reply to Brian's comments on why Alpina should bin Sytner but, since it's going to develop into a different discussion, I'll create a new thread on the subject. I'm going to go out on a limb here I think it's inevitable that the Alpina brand is heading for a 'merger' with BMW Individual GmbH.
I'm fortunate to have had the pleasure of over a dozen BMWs in the last 20 years but only the first one was actually a 'standard' BMW! The rest have been Alpinas, Alpina conversions, and one BMW Individual. The latter car was an E39 with an Alpina spoiler and, as many of you will know, it was very much like my current E39 B10 in look and feel.
For some considerable time, there have been two principal avenues for anyone looking for a bespoke BMW. They could go down the BMW Individual route - available from any dealer as a special factory order; or they could acquire an Alpina - available from any dealer in the UK who could be bothered with an unusual arrangement with Sytner.
The unique selling points of Alpina were the hand built craftsmanship, the distinct chassis number, the combination of high performance and comfort, and the exclusivity, none of which came as standard on any //M or BMW SE model in the range. The last time I looked into it, BMW Individual GmbH was a subsidiary of BMW //M. Individual cars had the same chassis prefix as //M cars and their marketing literature used this fact to distance themselves from 'standard' cars (sound familar?).
Times have changed and BMW now produce a huge range of models with varying levels of performance and comfort. Alpina's niche is getting ever smaller. I was sat behind a new Z4 last night and decided it was a lovely car but I recall the discussion as to why there won't be an Alpina version - the BMW version is already too much like an Alpina in the first place.
Recalling another thread, we are now at the stage where most (if not all) new Alpina cars never see Buchloe unless the customer wants to collect it from 'the factory'; an arrangement which must feel a bit hollow for all concerned. The 2007 factory visit I attended was all about handbuilt engines, a leather shop, and some secret R&D. However the small volume production line that I eagerly anticipated was not there, consigned to the misty eyes of history in the name of progress.
I suspect it is already possible to order an 'Alpina' in everything but name through BMW Individual... Just take a standard car from the production line, add a supercharger, tweak the suspension, and trim the inside with some decent material in a colour other than grey. Hey-Presto!
If I had to bet on it, I'd say the new facility in Buchloe is being built to accommodate BMW Individual GmbH which will be brought under Alpina management as part of a purchase of Alpina by the Group parent. Alpina will no longer be independent; it will be assimilated and standardised in the way that BMW Individual was from the start - retaining the kudos of distinction (final assembly outside Munich) and a unique chassis prefix but without the inherent problems of being a distinct model requiring type approval in the US etc.
If Alpina really wanted to remain independent (and I doubt they do), they would they need to do something more radical than just ditch Sytner in the UK..., they would need to look at alternatives to BMW. If that sounds far fetched, just consider for a moment the new city car announced by Aston Martin. A very individual Toyota with a price tag to match. Heck, they don't even touch the drivetrain. I'm sure Alpina could do a better job of it and you could get it in Alpina Blue
I'm fortunate to have had the pleasure of over a dozen BMWs in the last 20 years but only the first one was actually a 'standard' BMW! The rest have been Alpinas, Alpina conversions, and one BMW Individual. The latter car was an E39 with an Alpina spoiler and, as many of you will know, it was very much like my current E39 B10 in look and feel.
For some considerable time, there have been two principal avenues for anyone looking for a bespoke BMW. They could go down the BMW Individual route - available from any dealer as a special factory order; or they could acquire an Alpina - available from any dealer in the UK who could be bothered with an unusual arrangement with Sytner.
The unique selling points of Alpina were the hand built craftsmanship, the distinct chassis number, the combination of high performance and comfort, and the exclusivity, none of which came as standard on any //M or BMW SE model in the range. The last time I looked into it, BMW Individual GmbH was a subsidiary of BMW //M. Individual cars had the same chassis prefix as //M cars and their marketing literature used this fact to distance themselves from 'standard' cars (sound familar?).
Times have changed and BMW now produce a huge range of models with varying levels of performance and comfort. Alpina's niche is getting ever smaller. I was sat behind a new Z4 last night and decided it was a lovely car but I recall the discussion as to why there won't be an Alpina version - the BMW version is already too much like an Alpina in the first place.
Recalling another thread, we are now at the stage where most (if not all) new Alpina cars never see Buchloe unless the customer wants to collect it from 'the factory'; an arrangement which must feel a bit hollow for all concerned. The 2007 factory visit I attended was all about handbuilt engines, a leather shop, and some secret R&D. However the small volume production line that I eagerly anticipated was not there, consigned to the misty eyes of history in the name of progress.
I suspect it is already possible to order an 'Alpina' in everything but name through BMW Individual... Just take a standard car from the production line, add a supercharger, tweak the suspension, and trim the inside with some decent material in a colour other than grey. Hey-Presto!
If I had to bet on it, I'd say the new facility in Buchloe is being built to accommodate BMW Individual GmbH which will be brought under Alpina management as part of a purchase of Alpina by the Group parent. Alpina will no longer be independent; it will be assimilated and standardised in the way that BMW Individual was from the start - retaining the kudos of distinction (final assembly outside Munich) and a unique chassis prefix but without the inherent problems of being a distinct model requiring type approval in the US etc.
If Alpina really wanted to remain independent (and I doubt they do), they would they need to do something more radical than just ditch Sytner in the UK..., they would need to look at alternatives to BMW. If that sounds far fetched, just consider for a moment the new city car announced by Aston Martin. A very individual Toyota with a price tag to match. Heck, they don't even touch the drivetrain. I'm sure Alpina could do a better job of it and you could get it in Alpina Blue