BMW will reveal the first new-era Alpina model at the upcoming Concorso d’Elezgana at Villa d’Este.

The reimagined German brand will “present itself directly to the public for the first time” at the show, opening on 15 May. 

As recently reported by Autocar, the first new Alpinas since the brand transferred out of the hands of its founding family, the Bovensiepens, will be based on the X7 luxury SUV and 7 Series limousine. 

In its previous iteration as an independent tuner, Alpina's line-up was capped by versions of the 7 Series and X7. 

Autocar understands the 7 Series and X7 will both be heavily overhauled later this year, in line with BMW's strategy of rolling out its Neue Klasse design and technology elements to all model lines. The first new-era Alpinas will follow thereafter.

Asked if this meant Alpina would also offer EVs, given that the 7 Series offers both ICE and electric power, BMW Group R&D chief Joachim Post said “we are technology-open”.

Further details of the new cars – and the brand strategy in general – remain under wraps, but Post said they will be designed and configured with the same philosophy in mind as before.

“Alpina will talk not about sport but speed, comfort and luxury,” he said.

Despite now being in-house, Alpina will not overlap with the M division but rather operate as “an exclusive standalone brand” with its own distinct attributes. 

Post said: “[Alpina] is completely different from a level which other people like from M, which is the performance.

That fits very well [in the BMW brand]. You have the very sporty side of M – born on the race track, made for the road – and the other, which is speed, luxury, comfort on the way and also individualisation."

This is also the case with design, M design boss Oliver Heilmer told Autocar.

“We wondered in the beginning if there is anything that might overlap,” he explained. “We were looking into the energy based on the past and then looking into the M projects and what they're standing for - and they are so different in their work.

“Alpina, as you know it now, is more like having something mature, whereas M is always purpose-driven in terms of the best performance.”

BMW previously said that Alpina would offer a “remarkable portfolio” of bespoke options, with a focus on high-quality materials and craftsmanship.

It added that would make each Alpina car “an exclusive object for connoisseurs in pursuit of the extraordinary, without compromises on performance, comfort and individuality”.