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Earlier this year, in January 2026, BMW ALPINA made its exclusive entrance in the automotive world under the custodianship of the BMW Group. With a legacy built on engineering excellence and refined performance, the brand now enters a new era that perfectly balances supreme ride comfort with high-speed capability. This re-launch is not just about a new identity but about redefining exclusivity in the modern automotive world. BMW ALPINA vehicles will be manufactured in BMW Group plants that have been extensively upgraded to meet the exceptional standards expected of this prestigious brand.

 

 

The new BMW ALPINA brand emblem pays tribute to its rich heritage while evolving authentically into the modern age. The redesigned badge retains two iconic elements that define the brand’s historic roots — the throttle body and crankshaft. These components symbolise performance engineering and precision craftsmanship, which have always been central to the ALPINA story. Encircling the badge is the newly revealed wordmark, designed with clean and concise linework to complement the emblem’s refined aesthetics. The transparent execution of the badge enhances its modern silhouette, while the reduced colour palette gives it a contemporary and sophisticated appearance. The result is a precise and elegant design that reinforces BMW ALPINA’s exclusive positioning in the premium performance segment.

 

 

 

One of the key pillars of the brand’s modernisation is enhanced personalisation. BMW ALPINA vehicles will be manufactured in select BMW Group facilities that are fully equipped to deliver the highest levels of craftsmanship and quality. Customers can expect an extraordinary range of customisation options, allowing them to create highly personalised and distinctive automobiles. The brand ensures continuity by sensitively modernising signature design elements, including:

 

 

This thoughtful approach establishes a seamless link between heritage and the future.

 

Inside the cabin, superior quality leather will come as standard in every BMW ALPINA model. Buyers can choose from an extensive selection of colours and premium materials, enabling them to tailor every detail — from subtle accents to bold interior statements. This level of customisation ensures each vehicle reflects the individuality and taste of its owner.

 

 

Restraint, power and superior quality have always defined the Alpina philosophy. The renewed BMW ALPINA brand continues to evolve these values with greater precision and modern sophistication. The automobiles will combine exceptional high-speed performance with outstanding ride comfort, making them ideal for long-distance journeys. Unlike many performance-focused brands that prioritise aggression, BMW ALPINA maintains a discreet yet commanding presence — delivering power in a refined and understated manner. This philosophy appeals to automotive connoisseurs who value engineering excellence without unnecessary flamboyance.

 

 

BMW ALPINA has always catered to enthusiasts who appreciate exclusivity, craftsmanship and performance in perfect harmony. With its new identity under the BMW Group, the brand is poised to strengthen its position in the luxury performance segment. By blending heritage with modern sophistication, BMW ALPINA reaffirms its commitment to delivering automobiles designed for those who truly appreciate the exceptional.