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BMW makes Alpina a standalone performance and bespoke brand
BMW has formally taken ownership of the Alpina trademark as of January 1, 2026, and announced the launch of BMW Alpina as an exclusive, standalone brand within the BMW Group. The move signals a new chapter for the long-running Alpina name, one that blends focused performance with high-end customization and materials.
What BMW Alpina will stand for
According to BMW, brand activation will be the immediate priority. The company highlights Alpina's defining traits as a distinct balance of high performance and superior ride comfort, paired with a characteristic driving feel. Expect a clear emphasis on bespoke options: tailored interiors, custom materials, and signature design details aimed at connoisseurs.
Highlights:
- Standalone brand under the BMW Group
- Focus on performance, comfort, and bespoke craftsmanship
- New wordmark and distinct visual identity
Design and identity
BMW has unveiled a new wordmark for BMW Alpina, centrally positioned on the rear of vehicles to underline the brand's independence within the BMW portfolio. The logo is inspired by Alpina's asymmetrical 1970s wordmark, reinterpreted in a contemporary, elegant type to bridge heritage and modernity.
Craftsmanship, materials and experience
BMW says Alpina cars will be built to rigorous standards for material selection and workmanship, targeting the highest expectations in visuals, acoustics and tactile feel. That suggests a focus on luxurious surfaces, finely tuned suspension, and acoustic treatments designed to deliver both performance and composure.
Market positioning and pricing
BMW Alpina will sit apart from BMW M, offering an alternative for buyers who want performance without sacrificing comfort or individuality. The brand will also create upsell opportunities through an exclusive portfolio of customization, so pricing will likely reflect the limited, hand-finished nature of these models.
For enthusiasts and buyers this means more choice in the premium performance segment: a label that promises distinct driving characteristics, bespoke detailing, and an emphasis on refinement as much as speed.
BMW's stewardship of Alpina comes with a clear message: preserve the name's heritage while positioning it as a modern, exclusive option for customers seeking extraordinary cars without compromise.
Source: arenaev
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