BMW has officially elevated Alpina into a fully standalone luxury-performance brand within the BMW Group. The transition follows the successful transfer of the Alpina trademark rights to BMW on January 1, marking a new chapter for one of Germany’s most distinctive automotive names.
According to BMW, this move “marks the launch of BMW Alpina as an exclusive standalone brand under the BMW Group umbrella,” with a clear focus on performance, refinement, and deep personalization.
A New Role for BMW Alpina Within the BMW Group
Performance Meets Comfort — the Alpina DNA
BMW emphasizes that Alpina’s core identity will remain intact. The brand will continue to represent:
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Maximum performance paired with superior ride comfort
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Distinctive, refined driving characteristics
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A more understated, elegant alternative to BMW M
Rather than chasing extreme track performance, BMW Alpina will occupy a unique niche: high-speed grand touring with uncompromising luxury.
Bespoke Customization Takes Center Stage
Alpina as the Ultimate Upsell Brand
One of the key pillars of the new BMW Alpina strategy is bespoke customization. BMW confirms that customers can expect:
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An exclusive portfolio of custom options
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Unique materials and finishes
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Unmistakable Alpina-specific design details
This positions Alpina as BMW’s answer to clients seeking individuality beyond standard luxury trims, with every vehicle tailored to its owner.
New Alpina Wordmark Signals Independence
A Visual Identity Rooted in History
BMW also unveiled a new Alpina wordmark, now placed prominently at the center of the rear of each vehicle. According to BMW, this highlights:
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The standalone character of BMW Alpina
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Its independent personality within the BMW Group
The design draws inspiration from Alpina’s asymmetrical wordmark of the 1970s, reinterpreted in a modern, elegant style meant to bridge heritage and future.
Craftsmanship and Materials Above All
Built to the Highest Standards
BMW states that all Alpina-branded vehicles will be produced under rigorous standards for:
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Material selection
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Craftsmanship
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Visual, acoustic, and tactile quality
Each BMW Alpina model is described as:
“An exclusive object for connoisseurs in pursuit of the extraordinary — without compromise on performance, comfort, or individuality.”
In other words: rare, highly personalized, and very expensive.
BMW’s Responsibility to the Alpina Legacy
BMW openly acknowledges the importance of Alpina’s heritage and says it is “aware of its tremendous responsibility” in taking control of the brand. The goal is not to dilute Alpina’s legacy, but to protect and amplify it, while ensuring long-term viability within a modern automotive group.
Big Picture: Where Alpina Fits Now
With Alpina now a standalone brand:
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BMW M remains the track-focused performance arm
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BMW Alpina becomes the luxury-performance connoisseur choice
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Both coexist without overlap, serving very different customers
This strategy allows BMW to cover the full spectrum — from motorsport aggression to bespoke high-speed luxury.
