The All New BMW Alpina!

On January 1, 2026, BMW ALPINA officially debuted as a distinct, standalone brand within the BMW Group, opening a new era for one of the automotive world’s most iconic luxury names. The launch phase centers on brand activation, reinforcing ALPINA’s core philosophy—harmonizing high performance with outstanding ride comfort, refined driving behavior, and a strong focus on personal customer expression.

Rooted in heritage yet guided by a modern vision, BMW ALPINA introduces an updated brand signature defined by precision, confidence, and composure. Drawing inspiration from the asymmetrical ALPINA logo of the 1970s, the refreshed design reflects a seamless connection between tradition and innovation while underscoring the brand’s independent position within the BMW Group. Displayed prominently at the rear of every vehicle, it stands as a clear symbol of exclusivity and character.

At the center of ALPINA’s evolution is an unwavering dedication to craftsmanship. Each BMW ALPINA model will be produced to exacting standards, with exceptional attention given to materials, sound refinement, and tactile feel. An extensive selection of bespoke options and tailored finishes ensures every vehicle is uniquely crafted—designed for discerning drivers who expect individuality, comfort, and performance with no compromises.