Alpina, the BMW Group’s Ultra-Luxury Brand, Reveals New Identity
A new chapter for BMW Alpina has begun. The German automaker has unveiled its redesigned emblem, a move that signifies more than just an aesthetic update—it’s a clear statement of intent regarding Alpina’s position within the BMW universe starting in 2026.
The new badge retains the classic elements that have defined the brand for six decades—the throttle body and crankshaft—but now features a more precise execution and a transparent finish that adds depth and sophistication. This is framed by a revised typeface that BMW unveiled earlier this year, a direct evolution of the distinctive asymmetrical style Alpina adopted in the 1970s.
Alpina Ascends to the Top of the BMW Group
This redesign is the most visible step so far in the strategic plan BMW activated after acquiring full rights to the Alpina name and brand on January 1, 2026. With this move, the Bavarian manufacturer makes it clear that Alpina will occupy a privileged position within its structure.
An official image featuring a snowy mountain landscape accompanying the new logo leaves no doubt: BMW Alpina will sit at the “peak” of the range, playing a role comparable to that of Maybach within Mercedes-Benz.
BMW had previously indicated that Alpina would operate as an independent entity within its “Luxury Layer.” In practice, it will be positioned above BMW, but still one step below Rolls-Royce, the group’s crown jewel.
End of an Era in Buchloe: 100% BMW Production
Another significant change affects production. From now on, BMW Alpina models will be manufactured entirely in BMW’s own plants. This ends a historic agreement dating back 60 years, when vehicles were partially assembled by BMW and then completed at Alpina’s facilities in Buchloe, Germany.
However, the Buchloe facility will not disappear. It will continue to function as a central hub for after-sales service, parts supply, and the management of the brand’s historical legacy.
More Customization and Bespoke Luxury
BMW wants customization to be a cornerstone of this new era. The brand speaks of an “extraordinary range” of tailor-made options, designed for customers seeking a truly exclusive automobile.
Iconic colors such as Alpina’s traditional blue and green will be maintained, along with a reinterpretation of its distinctive 20-spoke wheels. Inside, future BMW Alpina models will feature materials and finishes that differentiate them from conventional BMWs, reinforcing their premium character.
In terms of driving focus, the brand will continue to prioritize high performance combined with an outstanding level of comfort. Unlike BMW M, which is more geared towards radical sportiness, Alpina will prioritize the ability to travel at high speeds over long distances with total refinement. According to the brand, its ideal customer is a “connoisseur who appreciates the exceptional.”
First Model on the Horizon
The debut of the first model under this new structure is planned for the end of this year. In the United Kingdom, the first deliveries are expected in 2027, marking the beginning of a new era for the historic German brand.
BMW’s move to elevate Alpina as a standalone luxury brand appears, at first glance, to be a strategic one. Alpina has always held a special place in the automotive world, attracting a loyal following who valued its blend of power, comfort, and discretion. Fully integrating it within the BMW Group was a logical step, but the true test will be preserving its unique identity. If BMW can maintain that philosophy of refined grand touring, distinct from the more aggressive approach of BMW M, Alpina has the potential to become a leading European benchmark for understated luxury performance.
