BMW has officially introduced Alpina as an independent brand, positioning it around a blend of high performance, luxury, and enhanced driving comfort.

BMW Takes Full Control of Alpina Brand

BMW has officially taken full control of the iconic Alpina performance brand. This move marks the beginning of a new phase for the nearly 60-year-old company known for luxury and performance-focused BMW models.

From January 1, 2026, BMW now owns Alpina’s trademark rights. The brand will operate as BMW Alpina, a standalone name within the BMW Group, alongside BMW, Mini, and Rolls-Royce.

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Transition Period Comes to an End

BMW acquired Alpina in 2022. After the deal, the Bovensiepen family continued to manage operations under a transition agreement. That agreement ended in December 2025.

With the transition complete, BMW has now fully integrated Alpina into its global structure. The company says it will preserve Alpina’s heritage while shaping its future.

BMW Alpina to Follow a Distinct Path

BMW Alpina will not replace BMW M or compete directly with it. Instead, the brand will focus on a different philosophy.

Future models will balance strong performance with superior ride comfort. BMW says Alpina cars will deliver effortless speed, refined handling, and a relaxed driving experience.

New Logo Reflects Heritage and Modern Design

BMW Alpina has introduced a new wordmark for the relaunch. The design draws inspiration from an asymmetrical Alpina logo used in the 1970s.

The badge will appear at the centre of the rear of Alpina vehicles. BMW says the design highlights the brand’s independent identity and rich history.

Craftsmanship and Customisation Remain Core Values

BMW Alpina will continue to focus on craftsmanship and exclusivity. Each vehicle will feature premium materials and bespoke design options.

The company aims to create cars for customers who value individuality, comfort, and performance in equal measure.

Max Missoni to Lead Design Direction

BMW has appointed Max Missoni, former Polestar design chief, to head Alpina’s design team. His role will shape the future look of BMW Alpina models.

The appointment signals a fresh design direction while staying true to Alpina’s elegant character.

Product Plans to Be Revealed Later

For now, BMW Alpina will focus on brand development and positioning. The company has not announced specific new models yet.

More details about future vehicles are expected in the coming months.

BMW Strengthens Its Luxury Portfolio

By taking full control of Alpina, BMW reinforces its commitment to luxury performance. The move allows the company to protect Alpina’s legacy while adapting it to modern expectations.

BMW says Alpina will continue to stand for refined performance, comfort, and exclusivity in the global premium car market.

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