BMW ALPINA:
New exclusive brand launches.

Relaunch of a heritage brand: BMW ALPINA stands for a refined sense of performance, comfort and detail. Building on this legacy, it has now entered a new chapter: relaunched within the BMW Group, it now has a more distinctive brand identity and a sharper profile and offers expanded scope for customisation. Discover the story, design and evolution of a marque that reinterprets its heritage for today.

For the past six decades, the ALPINA name has stood for a distinctive style of vehicle, a refined sense of performance and meticulous attention to detail. Its legacy has now entered a new chapter: on 1 January 2026, the BMW Group relaunched the brand as BMW ALPINA – a distinct and exclusive marque within the brand portfolio.

The direction BMW ALPINA will take is clear, standing for a form of automobility that has become increasingly rare – and all the more fascinating because of it. With BMW ALPINA, superior driving comfort meets high performance, sheer composure and unique character. Without overstatement. Precise, cultivated and highly individual form.

BMW ALPINA bridges past and future with a wordmark that leaves no doubt as to the direction of travel. Clear, calm and confident, the BMW ALPINA lettering subtly references the asymmetric logotype of the 1970s. Positioned centrally on the rear of the vehicle, it underscores the independence and poise of the BMW Group’s new exclusive brand.

Two classic signature elements also appear in the new logo, which depicts individual throttle bodies and a crankshaft in stylised form, with a modern and distinctive twist. Clear and crisp, the logo features a reduced colour palette and clearly reflects the precision, refinement and contemporary feel of the BMW ALPINA brand.

In combination, the wordmark and logo create a cohesive presence that is forward-looking rather than focused on the past, and that honours the heritage of the ALPINA brand while bringing it forward to the present day.

BMW ALPINA vehicles are also underpinned by a clear design principle that centres clearly on individuality. They will be built in selected BMW Group plants that have been specially prepared to meet the exacting standards of the new exclusive brand. Materials, craftsmanship and execution are held to a clear benchmark, meeting the highest expectations in terms of appearance, acoustics and tactile quality.

This attention to detail extends to every aspect of the vehicle, with a remarkable portfolio that offers significant scope for personal configuration while iconic heritage colours, distinctive accents and signature 20-spoke alloy wheels honour the heritage of the ALPINA [MG4.1]brand. Inside the vehicles, high-quality leather sets the tone, complemented by a comprehensive colour palette and finely curated materials. Trim and design contribute to the unique character of each BMW ALPINA vehicle.

Every BMW ALPINA bears a signature all its own – never off the peg, always tailored to perfection.

BMW ALPINA embodies a unique balance, combining superior sporty performance with outstanding comfort. The unique character of its vehicles is particularly apparent over longer distances, where performance is not just an experience but a form of relaxation and enjoyment.

It is this combination of power and restraint that gives rise to the BMW ALPINA brand’s profile, defined by subtle elegance, outstanding quality and contemporary refinement. The result is vehicles for connoisseurs who appreciate the extraordinary and know no compromises when it comes to performance, comfort and poise.

The BMW ALPINA brand brings a new and exclusive facet to the BMW Group’s portfolio and addresses a new customer group: discerning drivers who value beauty and refinement, enjoy long-distance driving and seek a special experience. BMW ALPINA occupies a distinctive space defined by performance and individuality, in which dynamics and comfort come together in perfect harmony.

The Vision BMW ALPINA was unveiled at the Concorso d’Eleganza Villa d’Este in 2026. Adrian van Hooydonk, Head of BMW Group Design, commented: “The Vision BMW ALPINA shows how these qualities can be expressed with discipline and modernity, suggesting what our direction is for this brand as we move it into the future.”

The Vision BMW ALPINA respectfully reinterprets the legacy of the ALPINA [MG6.1]brand in contemporary design language. Broad, low-lying and composed, it has compelling presence. Its elongated, flowing, raked coupe-style roofline signals dynamism while offering generous space and comfort for four vehicle occupants.

With the introduction of BMW ALPINA in 2026, the BMW Group is carrying the special legacy forward [MG7.1]into the future – through its deep understanding of the essence of the brand and of the expectations of its fans.

The first BMW ALPINA model is due for launch next year. Inspired by the BMW 7 Series, it will be a BMW ALPINA through and through.