BMW ALPINA reveals new logo: subtle revolution of an icon

After the official brand activation earlier in 2026 presents the brand its renewed emblem

12/02/2026

In Munich, a new chapter begins for BMW ALPINA. Following the brand’s official activation at the start of twenty twenty‑six, the marque now presents its revised emblem.

There is no radical break with the past, but rather a refined evolution in which tradition and the future are brought into perfect balance. For decades, ALPINA has stood for discreet power, long‑distance comfort and performance without loud, theatrical excess. That DNA remains intact. It is now being redefined under the official stewardship of the BMW Group.

Heritage redefined, not rewritten

The new BMW ALPINA logo retains the two iconic elements that symbolise the brand’s history: the throttle valve and the crankshaft. References to the mechanical roots of a marque that began as an engine optimisation specialist and evolved into a manufacturer for true connoisseurs.

What changes is the execution. The lines are sharper, more precise and more modern. Colour usage has been reduced, giving the logo a more minimalist, contemporary appearance. The transparent version emphasises the shape and gives the emblem a lighter, almost floating presence.

Exclusive, yet fully integrated

BMW ALPINA models will now be built in selected BMW Group factories. No separate production islands, but fully integrated quality standards that meet the expectations of this newly positioned, exclusive brand.

That does not mean ALPINA loses its identity. On the contrary. The brand continues to focus on unique specifications, its own drivetrain and chassis tuning, and an exceptional level of personalisation. The iconic twenty‑spoke wheels remain, as do the signature ALPINA colours. Think deep metallic blues and refined green tones that you will not find in a standard BMW configurator.

Interior as a statement of refinement

Inside, leather becomes standard. High quality, rich and available in a wide range of colours. ALPINA is not targeting customers who simply want to go faster, but connoisseurs who value comfort, craftsmanship and exclusivity.

Personalisation plays a key role here. From subtle stitching to bold colour combinations, future owners can shape their car down to the smallest detail. Not to impress on the forecourt of a fine dining restaurant, but to make every kilometre feel personal.

Power with discretion

ALPINA remains faithful to its philosophy: performance without theatrics. The focus lies on high‑speed cruising in ultimate comfort. Autobahn capable, yet always refined. No exaggerated spoilers or dramatic body kits, but a perfect balance between power and calm.

BMW ALPINA clearly continues to position itself as a brand for connoisseurs. For drivers who understand that true speed does not always need noise. For those for whom two hundred fifty kilometres per hour feels like one hundred thirty, and who want it exactly that way.