Villa d’Este has become BMW’s favorite stage for its most ambitious ideas, and the 2026 Concorso did not disappoint. We were on the grounds when BMW pulled the covers off the Vision BMW ALPINA — the first concept built entirely under BMW Group ownership — and we have exclusive photos, inside and out, that tell the full story. The setting is right too. BMW has used Villa d’Este to introduce the Concept Touring Coupe in 2023, the Concept Skytop in 2024, and the Concept Speedtop last year. So the new Vision car finds itself in great company, and it has not disappointed the fans.
The ALPINA that enthusiasts grew up with was Buchloe’s doing. The Bovensiepen family turned BMW’s road cars into something quieter and faster and more particular than Munich managed on its own — the B10 V8, the B7, the B3 with its pinned-down body and split personality. That company still exists. It now builds the Bovensiepen Zagato GT and runs ALPINAa Classic for owners of historic cars.
BMW ALPINA was formally introduced in early 2026 as a manufacturer of automobiles for enthusiasts who appreciate the extraordinary. The new word mark and brand emblem came first. Villa d’Este is where the public got to see what the design language looks like. Oliver Viellechner, vice-president of BMW ALPINA, described the brand’s positioning by pointing to Range Rover configuring to 200,000 euros and above, and Maybach showing resilience even in difficult markets. His conclusion: the understated character of ALPINA fits the way wealthy buyers are spending now. That is the market BMW is aiming at — not M buyers, not 7 Series buyers, but the segment above both.