Munich: BMW Group has officially welcomed a new member into its already well-groomed automotive family — BMW Alpina, now launched as an exclusive standalone brand. Think of it as the refined, quietly powerful cousin who shows up at the family reunion wearing a perfectly tailored suit, speaks softly, but accelerates like a polite thunderstorm.
The brand’s first day under BMW Group starts with what the company calls “brand activation,” which is business-speak for: Let’s reintroduce Alpina to the world, the BMW way. What remains unchanged, however, is the Alpina promise — an uncanny balance of maximum performance and superior ride comfort, blended with craftsmanship so meticulous it could make a Swiss watch blush.
Where Heritage Meets Horsepower
BMW Alpina arrives with a new wordmark, proudly placed at the center of the rear — because of course Alpina would make typography look luxurious. The design draws inspiration from the charismatic asymmetrical wordmark of the 1970s, reminding everyone that the future is exciting… but the past had elegance worth borrowing.
The new typeface radiates “clarity, calm and confidence,” much like an Alpina driver merging onto the Autobahn at enthusiastic yet sophisticated speeds.
BMW says it understands the responsibility of carrying Alpina’s storied legacy forward. Considering decades of iconic straight-six symphonies and hand-finished cabins, that’s a fair assessment — but the brand seems poised to honour both tradition and tomorrow.
Craftsmanship, Curves and Customisation
BMW Alpina will continue to be the automotive equivalent of a bespoke dinner jacket — handcrafted, refined and tailored to perfection. Every vehicle upholds the highest standards for materials, acoustics, touch and feel. Essentially, it’s engineering with a velvet glove.
Buyers can dive into a portfolio of bespoke options so extensive that it should come with a curated mood board. Unique materials, intricate detailing and hand-finished touches ensure that no two BMW Alpinas ever feel alike. Each vehicle is built for connoisseurs who want performance without drama, comfort without compromise, and individuality without shouting.
The Alpina Identity: Quietly Commanding, Unmistakably Exclusive
From hand-stitched interiors to turbocharged refinement, BMW Alpina will continue standing apart from BMW’s mainstream lineup. The goal? Modern exclusivity that remains rooted in the brand’s famed dual personality — serene when cruising, spirited when called upon.
As BMW Alpina enters its new chapter, one thing is clear: the brand isn’t here to simply exist under the BMW umbrella. It’s here to redefine the art of going fast, comfortably — and to remind the automotive world that sometimes, the loudest statement is made in a whisper… preferably delivered at autobahn speeds.
If 2026 is the beginning, the journey ahead promises to be as smooth, powerful and elegantly understated as a BMW Alpina itself.
