BMW ALPINA Introduces New Brand Emblem as Standalone Brand

BMW Group has presented the new BMW ALPINA emblem, blending heritage and modern design while highlighting comfort, performance and expanded personalisation options.

BMW Group has unveiled a new brand emblem for BMW ALPINA, continuing the brand’s rollout as an exclusive standalone marque within the group after its brand activation in early January 2026.

The refreshed badge keeps two historic symbols at its core — the throttle body and the crankshaft — but renders them with cleaner, more concise linework. BMW highlights a transparent execution that emphasizes a modern silhouette, paired with reduced colouring to sharpen the contemporary look and reinforce the brand’s refined positioning.

The company frames BMW ALPINA around a familiar, distinctive formula: an exceptional balance of supreme ride comfort and high performance. In the latest communication, that character is tied to restraint and discretion — performance that serves long-distance travel rather than spectacle.

Manufacturing will move fully into the BMW Group ecosystem. BMW ALPINA automobiles are set to be produced at selected BMW Group plants that have been comprehensively enabled to meet the standards expected of the new brand. In BMW’s telling, this also unlocks a wider scope for personalisation, letting customers shape a car down to fine details or go for bolder statements.

Signature cues are staying, but with “sensitive modernisation”: the iconic heritage colour palette and the 20-spoke alloy wheel design remain part of the visual identity, linking future products to the marque’s past. Inside, BMW says superior quality leather will be standard across all BMW ALPINA interiors, offered in a broad range of colours and complemented by additional material choices.

The shift sits within a longer transition. BMW Group announced its acquisition of the ALPINA brand rights in 2022, with the previous cooperation framework continuing through the end of 2025. At the same time, aftersales support — including service, spare parts and accessories for existing BMW ALPINA vehicles — is set to remain in Buchloe for the long term.

One additional detail has drawn attention outside the press release itself: trade-mark registration activity in Germany in mid-2025 was reported as covering not only vehicles and retail-related categories, but also service areas that include restoration. That does not confirm new programmes on its own, but it suggests BMW ALPINA’s future footprint could extend beyond new-car production, aligning with the brand’s emphasis on heritage, quality and longevity.

For now, the new emblem functions as a clear milestone. It signals a brand settling into its next era — modernised in form, explicit about comfort-and-performance as its core promise, and increasingly defined by personalisation and meticulous materials.