BMW Alpina luxury brand set for South Korean launch in 2028

BMW Group announced the introduction of its ultra‑luxury Alpina brand to the South Korean market, with the first vehicles expected to arrive in early 2028. The rollout was unveiled at the “BMW Alpina Seoul Signature Moment” held at the Banyan Tree Club & Spa in Seoul, marking the first Alpina presentation in Asia.

Positioned between the BMW 7 Series/X7 and Rolls‑Royce, Alpina targets the 3‑billion‑won price segment and will compete directly with Mercedes‑Maybach’s top‑end models. BMW plans to secure seven exhibition spaces across the country by the second half of 2028. Alpina recorded sales of over €200,000 per vehicle and 2,600 units last year, while Maybach sold 1,138 units in Korea, the third‑largest market after the United States and China. This launch is BMW’s first new brand addition in 25 years since the acquisition of Rolls‑Royce.