Thoda sa luxury ka feel, but over the top nahi. Simple words mein bolein toh yahi BMW ke new brand ki vibe hai, jo main BMW or MINI se thoda upper positioned hai, but Rolls Royce se below.
Hum baat kar rahe hai BMW Alpina ki, jo 60 years after ab officially BMW Group ka full part ban chuka hai. Aur ab ye apna new logo bhi launch kar raha hai.
January ke beginning mein deal final ho gayi jisme BMW ne Alpina ke rights officially acquire kar liye, or ab uska name BMW Alpina rakh diya gaya hai.
Ab unhone ek new logo reveal kiya hai, kaafi simple hai, sirf 2 colors ke saath, or design aisa hai jo Buchloe wali performance brand ko yaad karne walon ko instantly familiar lagega.
BMW Alpina reveals its new logo
Image Courtesy: Motor.es
Haan, so basically Alpina la jo traditional butterfly box or crankshaft wala logo hai na, wo abhi bhi same hi hai. Front bhi wahi vibe deta hai, jo 1970s mein jo thoda asymmetrical style use hota tha usse inspired hai.
Brand unka hi hai, but kuch things unhone intentionally same rakhi hai. or obviously, BMW Group ke under jo new era start hua hai, usmein kuch changes bhi aaye hai.
BMW or BMW Alpina models ke between most of the changes aapko inside dekhne ko milenge.
Iska reason partly ye hai ki Alpina mein zyada premium quality materials use hote hai, or partly ye bhi ki customers ko kaafi wide customization options milte hai. BMW kehta hai ki customers apni car ke inside minor details tak personalize kar sakte hai, so that car unki personality ke according define ho.
Two Alpina brand names that persist
Ek cheez jo kabhi change nahi hui , wo hai Alpina models ke signature 20 spoke wheels. To be honest yehi ek aisa element hai jo unhe mormal BMWs se bahar se different charecter dega.
Alpina hamesha elegance ke liye jaana gaya hai, na ki aggressive body kits ya bahut flashy, excessively garish colors ke liye. Even though unki mechanical performance bilkul proper sports car jaisi hoti hai, phir bhi unka style classy or subtle hi rehta hai.
Exterior mein ek or cheez hai jo BMW ne maintain karne ka decision liya hai, colors. Traditional blue or green range mein continue rahenge, but zyada variety expect ki ja rahi hai, because every BMW Alpina customer ke paas kaafi customization options available hote hai.
Transition underway, soon they will be entirely BMW
Ab tak BMW cars ke units manufactured karti thi or final completion se pehle unhe Buchloe sent kar deti thi, jahan Alpina apne finishing touches add karti thi. Isliye Alpina models Buchloe se hi nikalte the.
So technically dekh jaye so Alpina ko tuner maana ja sakta hai, but ab tak use ek manufacturer hi consider kiya jaata tha, even though uski entire range obviously BMW models par based thi.
Instead, ab BMW Alpina models directly BMW Group ke plants mein build hogi, brand ke according ye plants "highest standard" wale hai.
Buchloe plant shut down nahi hoga, wo operational hi rahega, but different work ke liye, jaise spare parts, after sales service, or unke classic models ki servicing ke liye.
Jaguar's nightmare (again)
Image Courtesy: Motor.es
BMW or Jaguar ka recent relationship thoda interesting sa lagta hai. British brand ne jo apna full rebranding/rebirth/reset kiya hai, matlab bilkul scratch se 100% electric brand ki koshish, uska aim ye tha ki wo sirf BMW ka rival rehne se beyond move ho.
Ab wo thoda higher market niche target karna chahta hai, kuch more premium or distinguished feel wala, but Bentley ya Rolls Royce jitna ultra exclusive bhi nahi.
And yahi exact segment BMW ne target kiya hai apni BMW Alpina ke through, so new Jaguar direct Bavarians se head on hone ko ready hai.
From above Maybach bhi hai picture mein, thoda expensive zaroor hai, but audience wahi hai, jo log normal Mercedes ya BMW models se zyada premium or personalized experience chahte hai.