BMW and Alpina have a long history together. The tuning firm has been modifying the luxury automaker’s cars since the 1960s, starting out with performance and motorsport applications. These days, Alpina is better known for its ability to take regular BMWs and turn them into more luxurious, more capable versions of themselves, while still being distinct from the company’s own line of M performance cars.
Back in 2022, BMW Group announced plans to take ownership of Alpina, bringing the brand into its conglomerate, which also includes Mini and Rolls-Royce. The full transfer of ownership isn’t expected to take place until January 1, 2026, but BMW is already using Alpina products in a way I never thought I’d see before: It’s selling an M car with Alpina wheels, straight from the factory.
Depending on the BMW nerd you ask, this could come as great news or an ultimate violation of a longstanding, unspoken rule, which states that Alpina wheels should only be used on cars originally built or modified by Alpina. The M division and Alpina have, for the most part, always acted as separate entities, so seeing Alpina parts on an M car as standard equipment is fairly jarring, and something that’s only been done by owners in the aftermarket. But there is some precedent here, and it involves an ultra-rare, special-edition 3 Series modified by Alpina in 1983.
That car, the 333i, was developed in a collaboration between BMW, BMW M, and Alpina for the South African market, according to BMW Blog. It was meant to fill the shoes of the first-generation M3, which wasn’t sold in the country. It got a bigger 3.2-liter straight-six from the company’s 5, 6, and 7 Series models, tweaked with a few Alpina-specific parts for more power. There were also Alpina-specific brake discs and, of course, Alpina-made 16-inch multi-spoke wheels.
Weirdly, instead of using a 3 Series and calling up Alpina to do some mods, BMW decided to use the M2 as a base for this tribute, named the 333i Homage (notable not only because it’s uncreative, but because the M2 is not a 3 Series, it’s a 2 Series). And unlike the original car, BMW doesn’t mention any Alpina-specific performance enhancements. In fact, the only mechanical change is the funky four-exit center exhaust, which is an item lifted from the M Performance Parts catalog, not Alpina’s.
All of the other changes, including the decals, the splitter, the wing, and the (admittedly very cool) tartan-covered interior trim, are cosmetic. Really, the only thing that connects the 333i Homage and the original 333i are the wheels, a BMW badge, and some stickers.
Personally, I’m of the mind that Alpina wheels can be used on any BMW, whether it was originally blessed by Alpina or not. The iconic multi-spoke design looks good on any of the automaker’s products, no matter the age, shape, or condition. I’m not angry that BMW is doing this, but I am angry that this special edition is only being offered in South Africa.
It makes sense, considering the original 333i was exclusively a South African product. But what if I want to buy an M2 (or any other BMW) with Alpina wheels? If BMW is going to start offering these wheels on cars without the Alpina badge, it should just offer them as an option on every car it sells. I’d kill to have a base 2 or 3 Series with some Alpina multi-spokes. Maybe a set of Alpina wheels would finally get me to love the looks of the new M5. I won’t know until BMW adds them to the configurator.
Please, BMW, don’t be afraid to turn this into something every buyer can have.
Top graphic image: BMW
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Those special wheels will end up curb-scraped like any other wheels fitted with low-profile tires.
Such “first world” problems.
The only people that care are ones who feel less special because a “normal” person has wheels that used to be exclusive. It’s the same with the M-sport badge or whatever it’s called. You just can’t feel superior for how much money you dropped anymore.
Unrelated: I hate those ball-spreader seats so much. I have no idea who thought this was a good idea—maybe whoever thought BMW’s design direction looks good? But they’re wrong. Such an unnatural thigh-jabbing experience. My legs do not manspread in a car. Unless you’re sticking an aircon vent in the lump to cool my crotch on sweaty days, I do not need or want that stupid thing. Stop it, BMW. Get some help. (Eyeballs first.)