At the start of January 2026, BMW introduced a renewed brand identity for BMW ALPINA, marking a defining moment in its evolution as an exclusive marque under the BMW Group umbrella. This new chapter highlights a distinctive balance between refined comfort and high-performance engineering—an equilibrium that has always shaped the core character of ALPINA.
The updated emblem appears in harmony with the recently revealed wordmark, forming a contemporary visual language that reflects the brand’s ambition and forward-looking vision. Moving forward, BMW ALPINA vehicles will be produced in select BMW Group factories that have undergone extensive qualification to meet the exceptional standards befitting such a distinguished brand.
A Heritage Reimagined: A Modern Interpretation of ALPINA’s Iconic Elements
The new BMW ALPINA logo preserves the essence of the marque’s storied past while embracing a modern, streamlined design. Retaining the throttle valve and crankshaft—two historic symbols central to ALPINA’s engineering legacy—the emblem pays tribute to decades of craftsmanship and innovation.
Surrounded by the refined wordmark introduced earlier, the internal elements are rendered with clean, precise lines that enhance their clarity. The transparent execution of the logo offers a contemporary feel, while the restrained use of color reinforces its modern and exclusive character.
This refreshed emblem stands as a faithful yet forward-looking representation of BMW ALPINA’s unique positioning in the world of luxury performance vehicles.
A Refined Identity Centered on Personalization and High-Value Materials
BMW ALPINA vehicles will continue to be manufactured in select, newly qualified BMW Group facilities, ensuring that each model meets the highest standards of precision and exclusivity. This elevated production approach allows customers to enjoy an exceptional range of customization options—enabling them to tailor their vehicles to match their aesthetic preferences and personal lifestyles.
The continuity of ALPINA’s design heritage is reflected in the subtle evolution of key visual elements, including the brand’s signature exterior color palette and its iconic 20-spoke aluminum wheels. These timeless features seamlessly connect heritage with modernity, retaining the DNA of ALPINA while introducing refined updates.
Inside the cabin, luxury is elevated even further. All BMW ALPINA models will come standard with high-quality leather seats available in an extensive selection of colors. Customers may also combine these options with premium materials and exclusive trims, allowing them to create interiors that express bold individuality or understated elegance—down to the finest details.
Power and Poise in Their Purest Form
For decades, ALPINA has been synonymous with sophistication, power, and uncompromising quality. Today, BMW ALPINA continues to advance these values, blending exceptional performance with remarkable comfort. The brand’s vehicles are engineered to deliver an outstanding driving experience, whether navigating long journeys or covering extensive distances with ease.
BMW ALPINA remains committed to crafting models that appeal to passionate automotive enthusiasts—drivers who demand both exhilarating performance and the highest levels of refinement, without accepting compromise on either.
