- BMW Alpina now operates as a standalone brand within BMW Group from 2026.
- A redesigned emblem modernises the historic throttle body and crankshaft motif.
- Future Alpina models will be produced in selected BMW Group plants.
BMW Alpina is stepping into a new era as an exclusive standalone brand under BMW Group ownership, with a fresh brand emblem designed to link its heritage to its future.
The update follows BMW Alpina’s brand activation in early January 2026 and pairs the newly revealed wordmark with a reworked badge that aims to modernise the marque’s visual identity without binning its backstory.
Same guts, cleaner lines
The new BMW Alpina emblem keeps the two core elements that have long sat at the centre of its badge: a throttle body and crankshaft. The difference is in the execution: clearer linework, reduced colouring and a more transparent look intended to emphasise a modern silhouette.
BMW says the refined design better matches Alpina’s exclusive positioning, while still nodding to the historic mechanical focus that made the brand’s name in the first place.
Built in BMW plants, still distinctly Alpina
The big operational shift is that BMW Alpina automobiles will be produced as standalone models in select BMW Group plants that have been “comprehensively enabled” to meet the high standards expected of the brand.
That manufacturing set-up is also tied to an increased focus on personalisation. BMW says future Alpina customers will have access to a broad range of options, with continuity maintained through signature elements like the iconic exterior colour palette and the classic 20-spoke alloy wheel design.
Inside, BMW says high-quality leather will be standard in all BMW Alpina interiors, with a wide selection of colours and complementary materials intended to let buyers tune everything from subtle details to bolder statements.
The long-distance brief remains
Despite the branding refresh, the positioning stays familiar. BMW describes BMW Alpina as a maker of cars for “connoisseurs”, with a focus on combining high-speed performance with outstanding comfort for long-distance driving.
In other words, the badge may be new, but the mission statement hasn’t changed—discreet pace, plush manners, and just enough exclusivity to make the enthusiasts lean in for a second look.