BMW Reveals New Logo for Alpina, Positions It as Ultra-Luxury Brand

BMW has revealed a new logo for Alpina after taking full control of the brand at the start of 2026. BMW had acquired Alpina in 2022, and now the brand will work as a separate luxury division within the BMW Group.

Alpina will be placed above regular BMW models but below Rolls-Royce in the company’s lineup. This means Alpina cars will focus more on luxury and exclusivity.

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Simple and Cleaner New Logo

The biggest change in the new Alpina logo is its simple colour scheme. The old logo had red, blue, black, white, and silver elements. The new one uses neutral colours for a cleaner look.

The outer circle now features the ‘ALPINA’ name in BMW’s latest typeface. Inside, the throttle body and crankshaft symbols have been redesigned to look sharper and more modern. The shield shape that was part of the earlier logo has been removed.

BMW also shared an image of a snowy mountain with “BMW Alpina” written above it. This shows that Alpina models will sit at the top of BMW’s range, similar to how Mercedes-Benz positions Maybach as its most luxurious offering.

Production Fully Moving to BMW

Earlier, Alpina cars were partly assembled at BMW factories and then finished at Alpina’s Buchloe facility in Germany.

Now, production of all Alpina models will move fully to BMW plants. The Buchloe site will focus on after-sales service, spare parts, and heritage operations for older Alpina models.

Focus on Luxury and Personalisation

BMW says personalisation will be a key selling point for Alpina cars. Buyers can expect special paint options, including Alpina’s signature blue and green shades. The brand’s famous 20-spoke alloy wheels will also return in a new design.

Inside, Alpina models will offer more premium materials compared to standard BMW cars, giving customers a more exclusive experience.

First New BMW Alpina Model Coming Soon

The first model under the new BMW Alpina setup is expected to be revealed later this year. More details about the car will be shared closer to its launch.

Meanwhile, Alpina’s original founders, the Bovensiepen family, have started a new company. They recently partnered with Zagato to create a 603hp GT based on the BMW M4, called the Bovensiepen Zagato.

With a fresh logo and a clear luxury focus, BMW is now ready to take Alpina to the next level.

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