BMW ALPINA: Standalone automobiles with a new brand emblem

[Mani59]

     Featured on BIMMERPOST.com

+++ New brand emblem links heritage with future +++ Refined and precise design reflects key brand attributes +++ Brand embodies an exceptional balance of supreme ride comfort and high performance +++ Standalone automobiles, produced in select BMW Group plants +++ Iconic heritage colours, distinctive accents and personalised details will define brand’s unique character +++



12th February 2026

Munich. Following its brand activation in early January 2026, BMW ALPINA is presenting itself as an exclusive new brand under the custodianship of the BMW Group. The brand embodies an exceptional balance of supreme ride comfort and high performance. The new badge design complements the recently revealed wordmark, collectively defining the brand’s contemporary iconography. BMW ALPINA automobiles will be manufactured in BMW Group plants that have been comprehensively enabled to meet the high standards expected of this new and exclusive brand.

Heritage: The new BMW ALPINA brand emblem reinterprets classic elements.
The new BMW ALPINA emblem honours the brand’s heritage while authentically evolving into the modern age. The new design features the same two significant elements as before – throttle body and crankshaft – central to the historic story of the brand. As with the already revealed wordmark, which encircles the badge, the elements within the badge benefit from clear and concise linework. A unique transparent execution emphasises the emblem’s modern silhouette, and reduced colouring enhances the contemporary look and feel. The new badge design conveys a precise and refined execution, perfectly suited to the exclusive positioning of BMW ALPINA.

Enhanced personalisation and high-value materials central to the brand’s modernisation.
BMW ALPINA automobiles will be manufactured in select BMW Group plants that have been comprehensively enabled to meet the high standards expected of this new and exclusive brand. These qualities allow for an extraordinary range of personalisation options, ensuring customers can create personal and distinctive automobiles, if desired. Continuity is assured with the sensitive modernisation of signature design elements such as the iconic exterior colour palette and 20-spoke alloy wheel design. Establishing yet another link between future and heritage. Superior quality leather will come as standard in all BMW ALPINA interiors. Available in a comprehensive range of colours that can be further complemented by a selection of desirable materials – ensuring future owners can curate everything from the smallest of details to the boldest of statements. Defining their own, unique automobile.

Commitment to power and discretion.
Restraint, power and superior quality have always been hallmarks of the Alpina brand. BMW ALPINA is committed to authentically evolving these values, elevating them with heightened precision and modern sophistication. BMW ALPINA automobiles will combine exceptional high-speed performance with outstanding levels of comfort. Focusing on long-distance journeying.

BMW Alpina is a maker of automobiles for connoisseurs who appreciate the exceptional.

[DocWeatherington]

Please bring on the new models Bmw

[simplyeric]

Don’t screw this up BMW! This is your last chance to keep the heritage alive!

[JPEnjoi]

Nice, now give us the B3 in the U.S. you cowards

[GregW / Oregon]

A lot of corporate speak but I’m hopeful.

[cfm56d7b]

Rebranding effort is appreciated and understood. Vehicles which offer exceptional driving dynamics and luxury features are requested.

[Needsdecaf]

If only we could put all the effort that went into generating all of this marketing speak word salad into making the cars great.

Let the work speak for itself.

I hope for the best.

[brianeck]

Do we think we can expect to retain physical buttons with this brand? NK interiors? I would love for them to stay more heritage and just be ACTUALLY DIFFERENT than the other models.

Hell - personally I think Idrive 7 was the high point. . . More than anything I just want the cars to be different in a meaningful way than just a badge.

[Chihuahua]

Works for me, I'm just happy to see the Alpina name live on and not go the way of Hartge. I like the new logo, just an updated version of the classic one.

[TheBingoBalls]

Doubt ALPINA is going to do anything with the volume models, instead will probably alter/modify the higher models.

But would love for some sort of B3/B4 variant in North America.

[mbanck]

Originally Posted by brianeck

Do we think we can expect to retain physical buttons with this brand? NK interiors? I would love for them to stay more heritage and just be ACTUALLY DIFFERENT than the other models.

Alpina was always a trim level, I don't recall them ever changing interiors to the level of adding/removing/changing physical buttons. Why should they start now when they are part of BMW proper?

[I-driver]

historically Strong Brand Equity...will see what they do with it.

The logo itself is underwhelming compared to the desired Brand Positioning.
Charcoal Locomotive Train rather than Power, Precision, Luxury, Exceptional

[GOLFFRR]

[atif]

Looks good! Glad they didn’t add the BMW letters to the logo in an age where overbranding is everywhere

[TJS///M3]

Well, here's to hoping that BMW doesn't screw it up.

So, that's the new Alpina "classic" wheel design??

[Edwardsc1]

Fingers crossed these cars will be built with passion and not just solely for profits. Profits = shortcuts

[BMWDallas]

I truly hope BMW realizes the huge demand for the Alpina 5 series (B5) in USA. My fully loaded (very low mileage-mint condition) F10 550i MSport (Graphite metallic w/Black leather) is stunning, even to this day.

I recently got inside the new 5 series (ICE) and the new i5 M60 at the dealership. They were both simply underwhelming. The new 5s (ICE and EV) desperately need the Alpina treatment to compensate for the non-existent "wow factor" in the cabin.

Many 5 owners like myself would be happy to pay for the Alpina upgrade to recapture their enthusiasm. Without that option, we will seriously consider BMW's growing number of formidable high-end rivals.

[JK479]

Originally Posted by brianeck

Do we think we can expect to retain physical buttons with this brand? NK interiors? I would love for them to stay more heritage and just be ACTUALLY DIFFERENT than the other models.

Hell - personally I think Idrive 7 was the high point. . . More than anything I just want the cars to be different in a meaningful way than just a badge.

It was the pinnacle. Recently rented a cx90 with lots of buttons, a toggle wheel (CarPlay is touch) and found it to be refreshing and easy. Neue Klasse isn’t that. I wonder which German brand will revert back to driver interiors with switches first. Maybe you’re right!

[yoyofan314]

B3 touring please

[TXSTYLE]

FINALLY... BMW has somewhat Fixed those Horrendous Alpina Wheels!
Even though there are still too many Spokes. The bend or curve along with the Face-Polished Spokes, help out tremendously. 💯

[brianeck]

Originally Posted by mbanck

Alpina was always a trim level, I don't recall them ever changing interiors to the level of adding/removing/changing physical buttons. Why should they start now when they are part of BMW proper?

The Skytop mega expensive premium edition had idrive 7. . . Alpina can be like a half generation behind sometimes. A boy can dream that its 3 generations now

[ERNurse]

Just don't change the wheels