Halos and Positioning
How is BMW deploying its performance sub-brands, and what does that reveal about where it now believes the premium rests—track precision and motorsport pedigree (M) or effortless bespoke GT (Alpina)?
Assessment
The assessment goes here.
Across the Industry
Evidence
BMW Introduces the New Alpina Logo
BMW's acquired Alpina brand gets a logo and early indications of its role