BMW Alpina – New Brand New Journey

Alpina, now officially “BMW Alpina,” represents a unique chapter in automotive history, blending German engineering precision with a focus on luxurious, high-performance vehicles. Founded in 1965 by Burkard Bovensiepen in Buchloe, Bavaria, the company originated from humble beginnings in an outbuilding of a former typewriter factory. Its roots trace back to 1962, when Bovensiepen developed a Weber dual carburetor system for the BMW 1500, sparking a passion for enhancing BMW models. Initially a tuner, Alpina gained recognition for its motorsport successes in the 1960s and 1970s, including victories in touring car races with modified BMWs. By 1983, it was officially registered as an independent automobile manufacturer by the German Federal Ministry of Transport, allowing it to produce its own VIN-coded vehicles based on BMW platforms.

In March 2022, BMW acquired the Alpina brand rights (not the company shares) to secure its future, following a record 2021 for Alpina. The move was driven by the need to integrate Alpina’s expertise into BMW’s portfolio amid the transition to sustainable mobility. An existing cooperation agreement extended operations independently until December 31, 2025. As of January 1, 2026, Alpina fully integrated as “BMW Alpina,” a standalone brand alongside Mini and Rolls-Royce within the BMW Group.

Following its brand activation in early January 2026, BMW ALPINA is presenting itself as an exclusive new brand under the custodianship of the BMW Group. The brand embodies an exceptional balance of supreme ride comfort and high performance. The new badge design complements the recently revealed wordmark, collectively defining the brand’s contemporary iconography. BMW ALPINA automobiles will be manufactured in BMW Group plants that have been comprehensively enabled to meet the high standards expected of this new and exclusive brand.

Heritage: The new BMW ALPINA brand emblem reinterprets classic elements.

The new BMW ALPINA emblem honours the brand’s heritage while authentically evolving into the modern age. The new design features the same two significant elements as before – throttle body and crankshaft – central to the historic story of the brand. As with the already revealed wordmark, which encircles the badge, the elements within the badge benefit from clear and concise linework. A unique transparent execution emphasises the emblem’s modern silhouette, and reduced colouring enhances the contemporary look and feel. The new badge design conveys a precise and refined execution, perfectly suited to the exclusive positioning of BMW ALPINA.

Enhanced personalisation and high-value materials central to the brand’s modernisation.

BMW ALPINA automobiles are set to be manufactured in select BMW Group plants that according to the group, have been comprehensively enabled to meet the high standards expected of this new and exclusive brand. These manufacturing qualities will allow for a high level range of personalisation options, ensuring customers can create personal and distinctive automobiles, if desired.

Continuity is being assured with the sensitive modernisation of signature design elements such as the iconic exterior colour palette and 20-spoke alloy wheel design. Establishing yet another link between future and heritage, superior quality leather will come as standard in all BMW ALPINA interiors. Available in a comprehensive range of colours, these can be further complemented by a selection of desirable materials – ensuring future owners can curate everything from the smallest of details to the boldest of statements, defining their own, unique automobile.

Commitment to power and discretion

Restraint, power and superior quality have been the key hallmarks of the Alpina brand. BMW ALPINA has now committed to authentically evolving these values, elevating them with heightened precision and modern sophistication. The BMW Group says that the BMW ALPINA automobiles will combine exceptional high-speed performance with outstanding levels of comfort, focusing on long-distance journeying.

This separation as a distinct entity allows BMW to diversify its luxury offerings, providing an alternative to M’s sportiness with Alpina’s emphasis on elegance and rarity. In an era of rapid change, the acquisition ensures Alpina’s legacy endures, blending tradition with innovation for future generations of drivers.

With the full integration of Alpina into the BMW Group (rights transferred Jan 1, 2026), future BMW Alpina models (starting likely with a B7 based on the face-lifted 7 Series, expected late 2026) could see broader availability in SA.