BMW Group Launches BMW ALPINA as a Standalone Brand

BMW Group announces the launch of BMW ALPINA as a standalone brand following the transfer of Alpina trademark rights on January 1, 2026.

From 1 January 2026, the Alpina brand enters a new phase of its history. The transfer of trademark rights to BMW Group marks the official launch of BMW ALPINA as an exclusive standalone brand within the Group.

At the initial stage, BMW Group is focusing less on an immediate expansion of the model range and more on defining the brand itself. BMW ALPINA is positioned around a long-established core principle: the balance between maximum performance and superior ride comfort. This philosophy is complemented by distinctive driving characteristics, refined acoustics and a strong emphasis on tactile quality.

A key visual signal of this new chapter is the redesigned wordmark. It underlines BMW ALPINA’s independent character while consciously referencing the brand’s asymmetrical typography from the 1970s. Positioned centrally at the rear of the vehicle, the new mark acts as a bridge between Alpina’s heritage and its future under the BMW Group umbrella.

BMW states that BMW ALPINA vehicles will be built to particularly demanding standards in terms of material selection and craftsmanship. Customers will have access to an extensive portfolio of bespoke options and custom materials, ensuring that each vehicle retains its own unmistakable character. The brand is clearly aimed at a discerning audience seeking exclusivity without compromising on performance, comfort or individuality.

Details regarding future models, production locations and long-term product strategy have not yet been disclosed. This restrained communication highlights the transitional nature of the launch phase and suggests that BMW Group intends to develop BMW ALPINA carefully, with a strong focus on brand identity and its strategic role within the wider portfolio.