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As of 1 January 2026, ALPINA enters a new era as BMW ALPINA, an exclusive, standalone brand within the BMW Group, following the transfer of trademark rights. The early priority is brand activation, but the intent is already clear: preserve ALPINA’s signature blend of strong performance, long-distance refinement and that distinctive, understated way of covering ground quickly.
The new identity leans on heritage without looking backwards. A fresh wordmark is designed to feel clean and composed, echoing ALPINA’s asymmetrical branding from the 1970s while signalling a modern, confident direction. Positioned centrally at the rear, it reinforces that BMW ALPINA is not merely a trim level, but a marque with its own character and presence.
As ever, the appeal is in the details you can see, touch and feel. BMW ALPINA models will be built to exacting standards, with close attention paid to material selection, craftsmanship and the subtle elements that define perceived quality—everything from cabin acoustics to the way controls operate and surfaces meet. The goal is a car that feels engineered, not simply assembled.
Personalisation remains core to the badge. Buyers will be able to specify bespoke options and distinctive materials to create a car with a tailored finish, backed by a set-up that prioritises composure and comfort without dulling response. It’s aimed squarely at drivers who value a fast, capable machine that delivers polish and individuality in equal measure.
