Key highlights
- BMW officially repositions Alpina as a standalone luxury brand within the group, sitting above regular BMW models and separate from BMW M.
- A new Alpina logo and visual identity signal the start of a fresh era under full BMW ownership.
- Future Alpina models will focus on high-speed comfort, long-distance touring and premium craftsmanship rather than hardcore track-focused performance.
BMW has pressed the reset button on Alpina, and this is bigger than just a logo tweak. After bringing the iconic tuning house fully under its control, the German giant has now revealed a clear new identity for Alpina, positioning it as a dedicated luxury sub-brand instead of a niche performance offshoot. The goal is simple on paper but tricky in execution. Build cars that are faster and more exclusive than regular BMWs, more relaxed and refined than BMW M models, and still unmistakably Alpina in character.
What has changed?
The most visible change is the new brand identity. BMW has introduced a cleaner, modern wordmark that takes inspiration from historical Alpina elements from the 1970s. The redesign keeps the heritage alive but trims unnecessary complexity, reflecting the current design direction across the industry. This shift also marks the start of what BMW calls a brand activation phase, where the focus is on defining what Alpina will stand for before rolling out an entirely new product lineup.
BMW’s strategy is clear. Alpina will now operate as an exclusive luxury layer within the group, bridging the gap between mainstream BMW models and the ultra-premium world occupied by Rolls-Royce. Future Alpina cars will be built fully within BMW facilities but will retain signature touches such as bespoke interiors, unique materials, subtle styling upgrades and the brand’s famous focus on effortless speed. Think autobahn-crushing grand tourers rather than aggressive track weapons.
New designer in the house
Another big signal is design leadership. BMW has appointed former Polestar design boss Max Missoni to steer the visual direction of future models, suggesting that the brand wants a distinct visual language rather than just reworked BMWs with fancy wheels. Classic Alpina cues such as understated body kits and multi-spoke wheel designs are expected to continue, but the overall identity will likely feel more premium and mature.
For enthusiasts, the biggest question is how this affects the soul of Alpina. Historically, Alpina cars were known for blending performance with comfort in a way BMW M never tried to. BMW says that spirit will stay intact, with driving comfort, long-range usability and sophisticated performance forming the brand’s core values. The first models are expected to debut later in 2026, though specific products are still under wraps.
Also read: 2026 BMW X3 xDrive 30 M Sport Pro Review
