Google today announced that it is reorganizing under a new holding company to be called Alphabet, which will be led by current Google CEO Larry Page (the “Google” part of the business will be led by Sundar Pichai). It may be easiest to think about as Silicon Valley’s version of Warren Buffett’s Berkshire Hathaway, with Google as the key jewel and all sorts of other businesses (healthcare, education, energy, etc.) under the same corporate umbrella.

It is worth noting, however, that the new company will not be able to use the URL That’s currently held by Alphabet Inc., the international fleet management division of BMW Group. Kind of interesting given that the Larry Page version is likely to include some transportation efforts, including its self-driving car plans and the Google Ventures unit that has invested in Uber. Can’t imagine the BMW folks are too pleased to hear the news…

No word yet on where Alphabet will place itself on the web. But I’m sure we’ll soon be able to Google it.

Update: Seems the new site is Also, the @alphabet Twitter handle is owned by a Cleveland-area marketing exec named Chris Andrikanich: