BMW is solidifying its control over the prestigious Alpina brand, unveiling a redesigned logo that signals a shift in how this luxury sub-brand will operate within the larger BMW portfolio. The move is a clear indication of where BMW sees Alpina fitting: at the very top of its mainstream offerings, mirroring the role Maybach plays within Mercedes-Benz.
A Redesigned Identity
The new badge retains key Alpina elements – the throttle body and crankshaft motifs – but presents them with greater precision and a modern, transparent finish. The wordmark itself is a refinement of Alpina’s signature asymmetrical 1970s typeface, hinting at a respect for heritage while embracing a contemporary aesthetic.
This isn’t just about aesthetics; it’s about positioning. The imagery released alongside the logo, featuring snow-capped mountains, explicitly links Alpina to the “peak” of BMW’s lineup.
Production and Personalization
Starting January 1, 2026, full rights to the Alpina name and trademark will reside with BMW. More importantly, production will shift entirely to BMW’s own manufacturing plants, ending a 60-year tradition where Alpina models were partially assembled by BMW before final completion at Buchloe, Germany. Buchloe will remain the center for aftersales, parts, and heritage services.
Personalization will be a key differentiator. BMW is emphasizing an “extraordinary range” of bespoke options, allowing customers to tailor their vehicles to an unprecedented degree. Signature colors like heritage blue and green will remain, alongside a revised version of Alpina’s iconic 20-spoke wheels, and upgraded interior materials will set these models apart from standard BMWs.
Performance and Positioning
BMW Alpina will focus on exceptional high-speed performance combined with outstanding comfort, with a particular emphasis on long-distance touring. This strategic direction is designed to distinguish Alpina from the more track-focused BMW M division. BMW is targeting “connoisseurs who appreciate the exceptional” – buyers who want luxury without sacrificing performance.
“The move positions Alpina as an ultra-premium offering, directly competing with Mercedes-Maybach and providing BMW with a stronger foothold in the high-end automotive market.”
The first BMW Alpina model is expected to debut later this year, with UK sales anticipated in 2027. This rebrand signals BMW’s commitment to cementing Alpina as a unique, highly exclusive, and profitable segment within its overall luxury strategy.
