BMW has given its Alpina sub-brand a fresh visual makeover with a new logo that really highlights its elevated spot in the BMW Group's luxury lineup. This comes right after BMW took full ownership of Alpina back at the start of 2026, following the initial buyout in 2022, and positions Alpina as its own distinct luxury name, slotted neatly between regular BMWs and the ultra-posh Rolls-Royce models.
New Alpina Logo
Gone are the days of Alpina's busy mix of red, blue, black, white, and silver tones; the new logo goes for a cleaner, more restrained color scheme. It now gets "ALPINA" spelled out in BMW's modern corporate font around the outer ring, paired with simpler icons of a throttle body and crankshaft inside. BMW even shared some pictures of a snow-capped mountain stamped with "BMW Alpina" branding, driving home how this is the absolute pinnacle of their range, much like Maybach plays that role for Mercedes.
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Shift in Production Setup
Now that BMW has complete control, all upcoming Alpina cars will roll straight out of BMW's own factories, ditching the old hybrid approach that split work between those plants and Alpina's workshop in Buchloe. That Buchloe spot isn't going anywhere, though; it's getting a new life as the go-to center for servicing, spare parts, and keeping the Alpina heritage alive.
BMW Alpina Old Logo
Keeping the Signature Style
Even with the logo tweak and factory changes, BMW's sticking to the classic Alpina styling. It will still have the iconic blue-and-green paint options and the distinctive 20-spoke alloy wheels, just given a subtle update. Inside, the cars are likely to get plusher materials than you'd find in a standard BMW, with a big emphasis on customization so buyers can tailor things exactly to their taste.
What's Next
BMW Alpina's debut model under this new branding will likely be sometime later this year. On a separate note, the Bovensiepen family, who founded Alpina, has launched a fresh venture and teamed up with Italian design house Zagato on a 603 hp grand tourer built off the BMW M4 platform, dubbed the Bovensiepen Zagato.