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BMW ALPINA becomes a fully-fledged exclusive brand within BMW Group
From 1 January 2026, a new era begins for BMW ALPINA. With the official transfer of the brand rights, ALPINA becomes an independent, exclusive brand under the wings of BMW Group. No more sub-line, no niche position, but a clear, distinct identity within the highest segment of premium car manufacturing.
The focus in this first phase is on brand activation: carefully repositioning BMW ALPINA as the ultimate choice for connoisseurs who want to combine performance, comfort and discretion without compromise.
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The essence of BMW ALPINA remains intact
What always set BMW ALPINA apart remains the foundation of the brand: a unique balance between maximum performance and exceptional ride comfort, combined with a refined tuning that you don't measure in numbers, but feel behind the wheel. Not brute force for its own sake, but suppleness, control and an effortless way of making speed.
That characteristic driving experience is reinforced by an extensive range of bespoke options, exclusive materials and recognisable details that make every ALPINA immediately identifiable, without being flashy.
Tradition meets future
BMW Group is well aware of the heritage being carried forward here. ALPINA is not a new brand being launched, but a legend being reinvented. You see that immediately in the new wordmark.
The logo exudes calm, clarity and confidence and is placed centrally on the rear of the car, a deliberate choice that underlines BMW ALPINA's standalone character. The design is subtly inspired by the asymmetric ALPINA wordmark from the 1970s, forming an elegant bridge between past and future.
Modern exclusivity, without fads
BMW ALPINA positions itself firmly away from trends and fast-moving design hype. Every model is built according to exceptionally strict standards in terms of material choice, finishing and craftsmanship.
Visual quality, acoustic comfort and tactile experience receive as much attention as performance. Customers can also choose from an exceptional palette of bespoke options, meaning no two BMW ALPINAs need to be identical. Individuality is central, but always within a framework of understated luxury.
More info: bmwalpina.com
