BMW Group is expanding its ultra-luxury Alpina brand into South Korea, positioning it between BMW’s top line and Rolls-Royce to vie with Mercedes-Maybach and other rivals. The brand, revived after BMW Group acquired Alpina’s trademark, aims at ultra-high-net-worth buyers with understated, craftsmanship-focused luxury, and last year achieved a brand record of about 2,600 vehicles sold. Korea is a strategic starting point, with BMW Korea planning a 2027 rollout that includes seven dedicated Alpina showrooms and the arrival of first Alpina models in early 2028, following Asia’s first Alpina community event in Seoul. Industry executives say Alpina fills a gap in the market as Korean customers increasingly seek exclusivity and quiet performance, building on BMW’s 7 Series leadership in the premium large-luxury segment. The push comes amid a rapidly growing high-end market, where rivals such as Bentley, Maybach, and Range Rover are competing for share, and BMW sees Alpina as a bridge between BMW’s flagship lineup and Rolls-Royce.