The BMW Group officially assumed the trademark rights to the ALPINA brand on 1 January 2026, marking the beginning of a new chapter for the storied manufacturer under the name BMW ALPINA. Operating as an exclusive standalone brand within the BMW Group, the initial phase will focus on brand activation and defining its future direction.
BMW ALPINA will continue to embody the brand’s hallmark balance of maximum performance and superior ride comfort, paired with distinctive driving characteristics and an emphasis on individual customer requirements. Vehicles will be produced to the highest standards of craftsmanship, featuring bespoke materials, customisation options, and unmistakable design details.
A newly introduced wordmark signals the brand’s evolution, blending heritage with modernity. Inspired by ALPINA’s asymmetrical 1970s logo, the contemporary design underscores BMW ALPINA’s independent identity while bridging its rich history with the future.
Positioned for discerning enthusiasts, BMW ALPINA aims to deliver modern exclusivity—creating highly personalised vehicles that combine luxury, performance, and comfort without compromise.
