BMW Alpina has revealed a refreshed brand identity with a new logo, signaling a key step in its transition to a standalone marque under the BMW Group. The redesign maintains core elements of the original badge while modernizing the aesthetic, as the company prepares for a future defined by high-performance luxury.
Acquisition and Rebranding
BMW acquired the independent German tuner in 2022, and the move to reestablish Alpina as a distinct brand within the BMW portfolio is now fully underway. This means Alpina vehicles will be manufactured in BMW Group facilities, ensuring integration with existing production standards while retaining the brand’s unique character.
The New Logo: A Subtle Evolution
The new logo retains the signature mechanical components—a throttle body and crankshaft—that have long defined Alpina’s identity. However, the traditional red-and-blue shield has been replaced with a white-and-navy color scheme, offering a cleaner, more contemporary look. The typeface has also been slightly adjusted for bolder prominence.
Balancing Luxury and Performance
Historically, Alpina has carved out a niche by enhancing BMW models with increased power, but prioritizing ride comfort over aggressive track-focused tuning. This approach—distinct from BMW’s M performance division—will continue with future Alpina offerings. The automaker promises that upcoming vehicles will maintain “an exceptional balance of supreme ride comfort and high performance.”
Production and Customization
BMW Group plants are being upgraded to meet Alpina’s quality expectations, ensuring premium build standards. The brand also plans to offer extensive personalization options, positioning Alpina as a competitor to Mercedes-Benz’s Maybach subbrand, where existing luxury models receive high-end upgrades.
Premium Materials and Design Details
Alpina will emphasize high-quality materials, including “superior leather” interiors, and a wide range of exterior and interior finishes. The brand’s iconic 20-spoke wheels will remain a hallmark feature, reinforcing the continuity of Alpina’s visual identity. More detailed specifications are expected later this year.
The move signals BMW’s intent to capture a larger share of the ultra-luxury segment, leveraging Alpina’s established reputation for refinement and performance. The relaunch is not merely a cosmetic change; it’s a strategic realignment of a high-value brand within one of the world’s largest automotive groups.
