BMW relaunches its Alpina sub-brand for a new era in 2026.
Over the years, Alpina has been a cherished name among automotive enthusiasts, with roots tracing back to the 1960s, and a celebrated legacy in racing, and creating special versions of BMW cars that combine exclusivity with unique design, comfort, sumptuous luxury, and compelling performance. While BMW and Alpina have worked closely over the years, BMW acquired the brand in 2022, moving Alpina under the BMW Group umbrella officially, and as 2026 dawns, BMW has announced that a new BMW ALPINA is launching.
The new BMW ALPINA brand promises to blend performance with ride comfort and a unique set of driving characteristics. With decades of legacy, the new BMW ALPINA brand is set to combine traditional aspects with futuristic elements, like a new wordmark that sets apart the brand with center rear positioning, which is also inspired by the asymmetrical wordmarking used by Alpina in the 1970s.
Also setting apart the new cohort of BMW ALPINA vehicles is the rigorous craftsmanship standards, with a high bar set for their visuals, sound experience, and feel. Customers will also be able to choose from a wide range of bespoke options, turning each BMW ALPINA vehicle into a unique canvas for personal expression and a collector-worthy automotive gem. At the dawn of a new Neue Klasse era of BMW cars, the relaunch of a new BMW ALPINA brand is an exciting new era for a celebrated enthusiast-favorite name in automotive luxury and performance.
