BMW ALPINA Unveils New Emblem as Exclusive BMW Group Brand
Following its brand activation in early January 2026, BMW ALPINA is presenting itself as an exclusive new brand under the BMW Group's custodianship. The brand delivers an exceptional balance of supreme ride comfort and high performance. The new badge design complements the recently revealed wordmark, and together they define the brand’s contemporary iconography. BMW ALPINA automobiles will be manufactured at BMW Group plants fully equipped to meet the high standards expected of this new and exclusive brand.
The new BMW ALPINA brand emblem reinterprets classic elements. The new BMW ALPINA emblem honours the brand’s heritage while authentically evolving into the modern age. The new design features the same two significant elements as before – throttle body and crankshaft – which sit at the centre of the brand’s historic story. As with the previously revealed wordmark, which encircles the badge, the elements within the badge use clear, concise linework. A unique transparent execution emphasises the emblem’s modern silhouette, and reduced colouring enhances the contemporary look and feel. The new badge design delivers precise, refined execution that aligns with BMW ALPINA's exclusive positioning.
BMW ALPINA is placing enhanced personalisation and high-value materials at the centre of its modernisation. BMW ALPINA automobiles will be manufactured at select BMW Group plants that have been fully equipped to meet the high standards expected of this new and exclusive brand. These qualities enable an extraordinary range of personalisation options, allowing customers to create distinctive, personalised automobiles if desired. The brand ensures continuity by sensitively modernising signature design elements, including the iconic exterior colour palette and the 20-spoke alloy wheel design. The brand also establishes another link between the future and heritage.
Superior-quality leather will come standard in all BMW ALPINA interiors. Owners can choose from a comprehensive range of colours and complement them with a selection of desirable materials, allowing them to curate everything from the smallest details to the boldest statements. They can define their own, unique automobile.
BMW ALPINA is reinforcing its commitment to power and discretion. Restraint, power and superior quality have always been hallmarks of the ALPINA brand. BMW ALPINA is committed to authentically evolving these values and elevating them with heightened precision and modern sophistication. BMW ALPINA automobiles will combine exceptional high-speed performance with outstanding comfort, with a focus on long-distance journeys.
BMW ALPINA is a maker of automobiles for connoisseurs who appreciate the exceptional.
