BMW introduces ALPINA Brand.
A new era begins for one of the automotive world’s most distinctive names. As of 1 January 2026, BMW ALPINA officially launches as an exclusive standalone brand within the BMW Group, marking a significant milestone in the brand’s long and storied history.
With the transfer of the Alpina trademark rights to BMW Group now complete, the focus turns to activating the brand and defining its future. At its core, BMW ALPINA remains faithful to what has always set it apart: a unique balance of superior ride comfort and maximum performance, paired with unmistakable driving characteristics and a deep commitment to individuality.
Where Tradition Meets the Future
BMW ALPINA’s heritage carries great responsibility, and the brand’s next chapter is being shaped with that legacy firmly in mind. A first glimpse of this direction can be seen in the new BMW ALPINA wordmark. Calm, confident, and deliberately understated, it emphasizes the brand’s standalone identity while remaining clearly positioned within the BMW Group.
Placed centrally at the rear of the vehicle, the wordmark reinforces BMW ALPINA’s independent personality. Its elegant, contemporary design draws inspiration from the asymmetrical Alpina wordmark of the 1970s, creating a visual bridge between the brand’s past and its future.
A new look for BMW ALPINA
A New Definition of Modern Exclusivity
BMW ALPINA vehicles are built to the highest standards of craftsmanship and material selection. Every detail is engineered to meet the most demanding expectations, from visual refinement and acoustic comfort to tactile quality and driving feel.
Beyond this, customers gain access to an extensive portfolio of bespoke options and custom materials. This level of personalization ensures that no two BMW ALPINA vehicles are ever quite the same. Each one is a carefully crafted expression of performance, comfort, and individuality.
Designed for Connoisseurs
BMW ALPINA is not about excess for its own sake. Instead, it speaks to those who value understated excellence, precision engineering, and the pursuit of the extraordinary without compromise. Every vehicle is designed to be an exclusive object for true connoisseurs, blending performance and refinement in a way few brands can match.
As BMW ALPINA moves forward under the BMW Group umbrella, the brand embraces both its heritage and its future with clarity and confidence. This is not a reinvention, but a refined evolution of a philosophy that has always stood apart.
For those who appreciate driving as an experience rather than a statement, the new BMW ALPINA chapter has only just begun.
