Language-specific (i.e. the ideal L2 self) and plurilingual selves are now at the forefront of scholarly inquiry in L2 motivation research. Yet, there is a lack of empirical studies examining how language learners reframe their sense of self as speakers of an L2. This study draws on a questionnaire (N = 162) and on semi-structured interviews (N = 10) and explores the ways in which university students of Italian and German describe their proficiency-related motivations. In particular, it examines their bilingual and plurilingual aspirations in relation to broader discourses on the value of L2 learning in their socio-context of learning, where the ability to speak a second language is not the norm. The findings show that learners' motivation display both language-specific and non-language-specific features. While many students viewed the acquisition of fluency in the L2 as their end goal, others connected L2 learning to the attainment of non-language-specific bilingual and plurilingual identities, regardless of the L2 being learnt. L2 proficiency enabled the respondents in this study to position themselves in their local English-dominant socio-context as educated, open-minded, cultivated and more globally connected individuals.