BMW ALPINA Launches as BMW Group’s Exclusive Brand
The transfer of the Alpina trademark rights on 1 January 2026 marks the launch of BMW ALPINA as an exclusive, standalone brand under the BMW Group umbrella. The brand will focus first on brand activation. BMW ALPINA balances maximum performance with superior ride comfort. It also delivers hallmark driving characteristics. An exclusive portfolio of bespoke options and custom materials completes the experience, alongside unmistakable details.
Tradition meets future. The BMW Group recognises the brand’s storied history and accepts the responsibility that comes with it. The Group also commits to shaping the new BMW ALPINA chapter to meet the highest expectations. The new wordmark signals that intent. It radiates clarity, calm and confidence. It sits at the centre of the rear and reinforces the standalone character of the latest exclusive brand and its independent personality within the BMW Group. It draws inspiration from the brand’s 1970s asymmetrical wordmark—the elegant, contemporary design links the past and the future.
New direction for modern exclusivity. BMW ALPINA manufactures its vehicles to rigorous standards for materials selection and craftsmanship. It fulfils the most demanding expectations for visuals, acoustics and feel. Buyers can also choose from a remarkable portfolio of bespoke options. These choices give every BMW ALPINA its own, unmistakable character. Each vehicle provides connoisseurs with an exclusive object that reflects a pursuit of the extraordinary. It delivers performance, comfort and individuality without compromise.