As of January 2026, BMW holds all rights to the Alpina brand. The process of acquiring the Bavarian tuner began in 2022 and has finally concluded, with the name now living on as BMW ALPINA, a fully integrated marque within the wider BMW Group, which also includes Rolls-Royce Motorcars, Mini, and BMW Motorrad.
Since the German brand’s founding in 1965, the company refined BMW platforms with upgraded powertrains, bespoke chassis tuning, and cabins trimmed in rich leather and signature blue and green accents. Models like the B10, B5, and B7 built their reputations on discreet upgrades and effortless pace over headline-chasing performance figures. BMW states that future BMW ALPINA automobiles will continue exactly that approach, produced in select BMW Group plants prepared specifically for this role.
Marking this change, a newly developed BMW ALPINA wordmark replaces the old standalone script. The typography specifically references the 1970s lettering that long-time enthusiasts will recognize. The badge still features the throttle body and crankshaft, a nod to the mechanical roots that defined Alpina from the onset. A transparent treatment and reduced color palette further sharpen the silhouette and signal a precise shift toward contemporary luxury.
Simply put, BMW ALPINA positions itself as the elegant alternative to BMW M. If the M badge feels too aggressive for your taste, and a standard 7 Series or 5 Series just won't cut it, ALPINA sits in that space, delivering sustained high-speed capability, long-range comfort, and expanded personalization options.
Superior quality leather now comes standard in every interior, offered in an extensive range of colors. You can specify contrasting stitching, curated trim materials, and subtle detailing that aligns with your taste. Outside, heritage paint finishes return alongside Alpina's signature 20-spoke alloy wheel design, creating visual continuity with past icons while fitting seamlessly into a modern portfolio.
While the first model to carry the BMW ALPINA name has not yet been announced, if you value discreet luxury, comfort, and relentless speed in a single package, this evolution of the Alpina brand should already be on your radar.
Images: BMW Group
