BMW Launches New ALPINA Brand Under BMW Group

BMW has launched BMW ALPINA as a new standalone brand following the transfer of Alpina trademark rights to the BMW Group on 1 January 2026.

The move formally places the ALPINA brand under the BMW Group umbrella while positioning it separately from BMW’s existing core brands.

Historically, Alpina has operated as an aftermarket modifier of BMW vehicles.

The company became known for producing models with increased engine power and torque, alongside a strong focus on luxury interiors and ride comfort.

Unlike many aftermarket tuners, Alpina’s modifications were carried out at a factory level in cooperation with BMW, giving the vehicles full manufacturer recognition in many markets.

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According to the company, the initial phase following the transfer will focus on establishing the brand rather than announcing new vehicle models.

BMW ALPINA will continue to be positioned around a balance between performance-focused engineering and ride comfort.

The brand will also retain an emphasis on customer-specific vehicle configurations, including bespoke materials and options.

As part of the launch, BMW ALPINA has introduced a new wordmark.

The new wordmark is intended to reference the brand’s historical identity while signalling its future direction under BMW Group ownership.

It is positioned centrally at the rear of vehicles to visually distinguish BMW ALPINA from other brands within the group.

The design draws inspiration from an asymmetrical Alpina wordmark used during the 1970s.

BMW ALPINA vehicles will continue to be manufactured to standards defined by the brand, with a focus on materials selection and craftsmanship.

Customers will have access to a range of customisation options designed to differentiate individual vehicles.

BMW Group has not announced specific future models, production timelines, or market availability for BMW ALPINA vehicles at this stage.

Further details regarding the brand’s long-term product strategy are expected to be communicated in future announcements.