Alpina was formerly a separate manufacturer that upgraded existing BMW models, but BMW acquired the brand and will now be called ‘BMW Alpina’. The rights were officially transferred on 1 January 2026, and with that, a new logo. But for now, BMW is keeping things as they are… mostly.
Alpina was founded in 1965, when Burkard Bovensiepen developed tuning parts for BMW models that received official factory guarantees from Munich. The company also raced with upgraded vehicles, with several titles in touring car and endurance racing as a result.
The handmade elements of Alpina vehicles, including bespoke engine tuning, suspension, and interior conversions, led to the company’s recognition as a separate automobile manufacturer.
New name, new logo …
Until now, the rights to the Alpina name have been held by the BMW Group. The first announcement that BMW would purchase the brand came in 2022, stating that it was to “secure the long-term future of Alpina”. The rights would be transferred at the end of the cooperation agreement, which expired on 31 December 2025.
Last week, in other words. Alpina is now dead; long live BMW Alpina. BMW has unveiled the new branding of its luxury division, which “radiates clarity, calm, and confidence”.
Positioned at the center of the rear, it underlines the standalone character of the new exclusive brand and its independent personality within the BMW Group. The design is inspired by Alpina’s asymmetrical logo from the 1970s.
… (mostly) the same way of working
For now, BMW is keeping things mostly as they are. Alpina will become the group’s bespoke department, delivering high-end BMW models with “maximum performance and superior ride comfort, combined with hallmark driving characteristics”.
Custom material options will also be available to customers. This will rival Mercedes’ Maybach division, and Audi’s long-rumored ‘Horch’ models, alongside traditional luxury brands like Bentley.
But some things will change. Production of future BMW Alpina models will take place at BMW’s factories, rather than in Buchloe, Alpina’s former headquarters. The first new BMW Alpina model is rumored to be the B7, based on the facelifted BMW 7 Series, which is coming later this year.
