They have rarely been directly compared as companies, nor have their cars been pitted against each other very often.
Like Smart (Wikipedia) and Mini (Wikipedia), one similaity can be found in the relation of both Brabus (Wikipedia) and Alpina (Wikipedia) to Mercedes (Wikipedia) and BMW (Wikipedia) respectively. They are independant and in eternal coopetion with AMG (Wikipedia), Mercs housetuner, and BMW M GmbH (Wikipedia), the maker of the famous M-Series.

Brabus is maybe “just another tuner”, but it is the most famous one with a great brand recognition. And, on special projects, it is not AMG but Brabus being Mercs premium brand – think of Smart.

Alpina sells cars through the BMW network including warranty. The cars are manufactured under the name of Alpina, unlike all other BMW specialists, who “just” modify cars.

• Both are quite old compared to other car specialists, Alpina is 42 (1965) and Brabus just turned 30 (1977).
• Both are very distinctive and exclusive, more so then AMG or M-Series.
• Both emphasize torque, whereas M and AMG play the sporty high revving game.
• Both have a more subtle body style for their cars compared to the loud AMG and M-Series.
• Both have recognisable characteristics and styles: both have special wheel styles, both have their favourite colours, Alpina has got the elegant blue and green with light cream interior, whereas a typical Brabus is black.
• Both enhance and improve the basic car characters of BMW and Mercedes. Brabus is the classy brute, powerful and impressive, yet representative and relatively understated. Alpina has got finesse and elegance. Alpinas have got relaxing power delivery compared to the hyper-nervous Ms. Alpina is proud of sophisticated engineering, often shining with lower fuel consumption then lesser powered factory Bimmers.

Some prefer the AMGs and Ms of this world, I am more the Brabus and Alpina guy. I particularly like the Brabus C- and CL-Versions with big engines and the Alpina B3, B5 and B7. I usually have a penchant for estates and if a convertible is on the wish list, there will be no competition between the B3 and the future M3 Cabrio. Convertibles are about enjoying and savouring the ride, not chasing and racing.

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Tags: BMW, Mercedes-Benz, Brabus, Alpina, BMW Alpina, B3, B7, B5, Cars