BMW ALPINA is stepping into 2026 as an exclusive standalone brand under the custodianship of the BMW Group, following its brand activation in early January. The marque is positioned as a unique blend of supreme ride comfort and high performance, aimed at discerning customers who view automobiles as objects of connoisseurship rather than simple transportation. The new brand emblem and wordmark together define a contemporary visual identity that clearly separates BMW ALPINA from the core BMW range while keeping a strong link to its roots.
New emblem: heritage reimagined for the modern era
At the heart of the rebranding is a redesigned BMW ALPINA emblem that reinterprets classic visual elements for a new generation. The emblem continues to feature the historic throttle body and crankshaft symbols, paying direct homage to ALPINA’s engineering-driven origins. Cleaner linework, a more transparent execution, and reduced coloring give the badge a precise, refined, and unmistakably modern appearance. Encircled by the updated BMW ALPINA wordmark, the emblem underlines the brand’s elevated positioning in the luxury performance space.
Crafted in select BMW Group plants with expanded personalization
BMW ALPINA automobiles will be built in specially enabled BMW Group plants, configured to meet the higher craftsmanship and quality requirements of the new brand. This production strategy opens the door to an exceptional level of personalization, allowing customers to specify truly distinctive, tailor-made vehicles. Signature ALPINA cues, such as the iconic exterior color palette and the hallmark 20‑spoke alloy wheel design, are being sensitively modernized rather than replaced, creating a clear line between heritage and future.
Inside, superior-quality leather will be standard across all BMW ALPINA models, offered in a broad spectrum of colors. Customers will be able to combine these with a curated selection of high-end materials, shaping everything from subtle detailing to bold, expressive cabin statements. The brand’s philosophy is to empower owners to define their own unique automobile, with craftsmanship and material richness at the core.
Performance, comfort, and discretion as core values
BMW ALPINA pledges to carry forward – and carefully evolve – the traditional ALPINA values of restraint, power, and superior quality. Future BMW ALPINA automobiles will emphasize exceptional high-speed performance coupled with outstanding comfort, with a particular focus on effortless long-distance travel. Rather than chasing overt aggression, the brand continues to champion understated performance, refined dynamics, and a discreet yet unmistakable presence on the road.
BMW ALPINA explicitly positions itself as a maker of automobiles for connoisseurs: drivers who appreciate nuanced engineering, craftsmanship, and the quiet confidence of a car that does not need to shout about its capabilities. This philosophy shapes everything from design language and materials to driving character and brand presentation.
BMW Group’s U.S. footprint underscores brand significance
The launch of BMW ALPINA as a standalone brand comes against the backdrop of BMW Group’s long-established presence in the United States. The company has been operating in the U.S. for more than 50 years, covering sales, marketing, and distribution for BMW, MINI, Rolls‑Royce, and BMW Motorrad, as well as financial services and advanced technology activities. Its South Carolina plant is the largest single BMW production facility worldwide and serves as the global center of competence for BMW Sports Activity Vehicles.
Across 30 locations in 12 states, BMW Group’s U.S. operations support over 120,000 jobs and contribute more than 43.3 billion dollars annually to the U.S. economy. Against this substantial industrial and economic backdrop, the elevation of BMW ALPINA to a standalone, highly exclusive brand underscores the Group’s strategic commitment to ultra‑refined, high-performance luxury automobiles.
