Analysis: why BMW is buying Alpina
► It may end up being a win-win deal...
And it makes sense. After all, Mercedes bought AMG and revived Maybach and Audi bought Lamborghini. But how will it all work?The Alpina brand name has changed hands, and so will the specialist know-how in terms of engine and chassis development, and perhaps even the wood and leather shop which is claimed to be among the finest in the business.
BMW Group says that the service, parts and accessories side of the business 'will continue at the Buchloe location in the long term', adding that 'there will be no changes to the existing aftersales cooperation.' The new arrangement may not be an instant licence to print money for either side, but it may evolve into win-win deal. Alpina should win because it cannot fund the transformation from combustion engine to electric out of its own pocket. BMW should win because there is a big gap between the highest-end 7- and 8-series and the no-longer-entry-level Rolls-Royce Ghost.
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