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 embodies an exceptional balance of supreme ride comfort and high performance,” says the press release. “The new badge design complements the recently revealed wordmark, collectively defining the brand’s contemporary iconography.”
“BMW Alpina automobiles will be manufactured in BMW Group plants that have been comprehensively enabled to meet the high standards expected of this new and exclusive brand, ” BMW adds.
Heritage honoured
“The new BMW Alpina emblem honours the brand’s heritage while authentically evolving into the modern age,” BMW proudly boasts. The new design features the same two significant elements as before, a throttle body on the left and a crankshaft on the right, central to the historic story of the brand.
As with the already revealed wordmark, which encircles the badge, the elements within the badge have clear and concise linework. A transparent execution emphasizes the emblem’s modern silhouette, and reduced colouring enhances the contemporary look and feel.
“The new badge design conveys a precise and refined execution, perfectly suited to the exclusive positioning of BMW Alpina,” BMW promises.
Enhanced personalisation
BMW Alpina automobiles will be manufactured in select BMW Group plants that have been enabled to meet the high standards expected of this new and exclusive brand. “These qualities allow for an extraordinary range of personalisation options, ensuring customers can create personal and distinctive automobiles, if desired.”
Continuity is assured with the sensitive modernisation of signature design elements such as the iconic exterior colour palette and the very ‘outspoken’ and typical 20-spoke alloy wheel design.
Superior quality leather will come as standard in all BMW Alpina interiors. Available in a comprehensive range of colours that can be further complemented by a selection of other desirable materials. The intention is to ensure that future owners can curate everything from the smallest of details to the boldest of statements. Defining their own, unique automobile.
Deploying power with restraint
Restraint, power and superior quality have always been hallmarks of the Alpina brand. BMW Alpina, now under the broad wings of the motoher company, is committed to authentically evolving these values, “elevating them with heightened precision and modern sophistication”.
“BMW Alpina automobiles will combine exceptional high-speed performance with outstanding levels of comfort. Focusing on long-distance journeying.” That’s what BMW is promising its high-end but rather discrete customers with its new top brand. The customer who likes ultimate sportiness and a more striking appearance can always turn to the M division.
