BMW ALPINA: Launch of the new exclusive BMW Group brand.
Munich. 1 January 2026 marks the launch of BMW ALPINA as an exclusive standalone brand under the BMW Group umbrella. The initial focus will be on brand activation. Key elements of the BMW ALPINA brand are its unique balance of maximum performance and superior ride comfort, combined with hallmark driving characteristics. This is complemented by an exclusive portfolio of bespoke options and custom materials along with unmistakeable details.
Tradition meets future.
Given the storied history of the brand, the BMW Group is aware of its tremendous responsibility and committed to making the new BMW ALPINA chapter one that meets the highest expectations. The new wordmark provides a first indication. It radiates clarity, calm and confidence. Positioned at the centre of the rear, it underlines the standalone character of the new exclusive brand and its independent personality within the BMW Group. It is consciously inspired by the brand’s asymmetrical wordmark from the 1970s. The elegant, contemporary design provides a link between history and future.
New direction for modern exclusivity.
BMW ALPINA vehicles are manufactured according to rigorous standards for materials selection and craftsmanship. They fulfil the most demanding expectations in terms of visuals, acoustics and feel. Moreover, buyers can choose from a remarkable portfolio of bespoke options. These ensure that every BMW ALPINA has its own, unmistakeable character. Each vehicle will be an exclusive object for connoisseurs in pursuit of the extraordinary, without compromises on performance, comfort and individuality.
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BMW ALPINA: Standalone automobiles with a new brand emblem
12.02.2026 – Munich. Following its brand activation in early January 2026, BMW ALPINA is presenting itself as an exclusive new brand under the custodianship of the BMW Group. The brand embodies an exceptional balance of supreme ride comfort and high performance. The new badge design complements the recently revealed wordmark, collectively defining the brand’s contemporary iconography. BMW ALPINA automobiles will be manufactured in BMW Group plants that have been comprehensively enabled to meet the high standards expected of this new and exclusive brand.
Heritage: The new BMW ALPINA brand emblem reinterprets classic elements.
The new BMW ALPINA emblem honours the brand’s heritage while authentically evolving into the modern age. The new design features the same two significant elements as before – throttle body and crankshaft – central to the historic story of the brand. As with the already revealed wordmark, which encircles the badge, the elements within the badge benefit from clear and concise linework. A unique transparent execution emphasises the emblem’s modern silhouette, and reduced colouring enhances the contemporary look and feel. The new badge design conveys a precise and refined execution, perfectly suited to the exclusive positioning of BMW ALPINA.
Enhanced personalisation and high-value materials central to the brand’s modernisation.
BMW ALPINA automobiles will be manufactured in select BMW Group plants that have been comprehensively enabled to meet the high standards expected of this new and exclusive brand. These qualities allow for an extraordinary range of personalisation options, ensuring customers can create personal and distinctive automobiles, if desired. Continuity is assured with the sensitive modernisation of signature design elements such as the iconic exterior colour palette and 20-spoke alloy wheel design. Establishing yet another link between future and heritage. Superior quality leather will come as standard in all BMW ALPINA interiors. Available in a comprehensive range of colours that can be further complemented by a selection of desirable materials – ensuring future owners can curate everything from the smallest of details to the boldest of statements. Defining their own, unique automobile.
Commitment to power and discretion.
Restraint, power and superior quality have always been hallmarks of the Alpina brand. BMW ALPINA is committed to authentically evolving these values, elevating them with heightened precision and modern sophistication. BMW ALPINA automobiles will combine exceptional high-speed performance with outstanding levels of comfort. Focusing on long-distance journeying.
BMW Alpina is a maker of automobiles for connoisseurs who appreciate the exceptional.