As of January 1, 2026, BMW Group has officially completed the transfer of trademark rights for ALPINA, marking the launch of BMW ALPINA as a distinct and exclusive brand within the group’s portfolio.
Rather than being absorbed into BMW’s existing performance sub-brands, BMW ALPINA will operate as a standalone marque, preserving its long-standing philosophy of blending high performance with exceptional ride comfort and bespoke craftsmanship.
A New Chapter Rooted in Heritage
BMW Group has made it clear that the transition comes with significant responsibility. ALPINA’s reputation has been built over decades as a connoisseur-focused brand, known for understated performance rather than aggressive styling or track-oriented extremes.
This philosophy is reflected in the newly introduced BMW ALPINA wordmark. Clean, calm and deliberately minimal, the design draws inspiration from ALPINA’s asymmetric logo of the 1970s while signaling a modern, confident future. Positioned centrally at the rear of vehicles, the new branding underlines BMW ALPINA’s independent identity within the BMW Group ecosystem.
Performance Meets Comfort — The ALPINA Way
BMW ALPINA models will continue to emphasize a unique balance that sets them apart from traditional high-performance vehicles. Rather than chasing lap times, the brand focuses on:
- Effortless high-speed cruising
- Superior long-distance comfort
- Refined acoustic tuning
- Smooth, confidence-inspiring power delivery
This approach places BMW ALPINA in a niche that prioritizes real-world performance and luxury over raw aggression.
Bespoke Craftsmanship and Individuality
Exclusivity remains central to the BMW ALPINA identity. Vehicles will be produced according to strict material and craftsmanship standards, with extensive personalization options available to buyers.
Customers can expect:
- Hand-finished interior materials
- ALPINA-exclusive upholstery and trims
- Custom color and detailing options
Each BMW ALPINA is designed to feel like a tailored product rather than a mass-produced luxury car.
A Distinct Role Within BMW Group
BMW Group has positioned BMW ALPINA as a complement not a competitor to BMW M. While BMW M continues to target maximum performance and motorsport DNA, BMW ALPINA will cater to customers seeking refinement, discretion and individuality without sacrificing performance.
This dual-brand strategy allows BMW Group to cover a broader spectrum of the premium performance market while maintaining clear brand identities.
Looking Ahead
Initial efforts will focus on brand activation and positioning, with BMW ALPINA gradually establishing itself as a modern interpretation of ultra-premium performance. While specific future models have yet to be announced, the direction is clear: BMW ALPINA aims to serve a select audience that values balance, craftsmanship and character above all else.
Piston Kafalar – Global Automotive View
BMW’s decision to elevate ALPINA into a standalone brand is a rare move in today’s consolidation driven industry. At a time when performance brands are becoming louder and more extreme, BMW ALPINA’s calm, confidence-led approach feels deliberately different and potentially more timeless.