BMW ALPINA reintroduces itself as a premium brand.

BMW has finally re-introduced its heritage brand, ALPINA for a refined performance, comfort and detail. This legacy has entered into a new chapter and has launched its premium brand within the BMW Group. Thus with the launch of ALPINA, the company will be able to differentiate its products and will have scope for customisation. 

For the past six decades, the ALPINA name has been used for products having a distinctive style with performance-oriented and meticulous attention to detail. 

BMW ALPINA: New Wordemark & Emblem

BMW ALPINA has seamlessly integrated the past and future with the ALPINA brand that leaves no doubt as to the direction of travel. The ALPINA brand represents clear, calm, and confident, as BMW ALPINA has subtle references to the asymmetric logotype of the 1970s. 

The brand name will be placed centrally at the rear of the vehicle which underscores the independence and poise of BMW Group’s new exclusive identity. There will also be an introduction of two classic signature elements that will appear on the new logo, which includes individual throttle bodies and a crankshaft finished in stylised form. 

The logo also features a reduced colour palette which clearly represents the precision, refinement and the modern feel of the BMW ALPINA brand. Thus the combination of wordmark and logo creates a premium feel which is focussed on the future rather than taking inspiration from the past. This also defines the heritage of the ALPINA brand, while bringing it to the present day. 

Vision BMW ALPINA

The BMW ALPINA brand features a new and exclusive facet to the BMW Group’s portfolio and will be addressing the new set of consumers. The Vision BMW ALPINA carries forward the legacy of ALPINA in a modern design language, featuring a broad, low-lying and sharpness in detail, having a striking road-presence. 

The Vision ALPINA also comes with a floating and a raked coupe-style roofline that ensures aerodynamic efficiency that offers practicality by providing generous space and comfort for rear occupants. 

With the introduction of the premium brand in 2026, the BMW Group is carrying its legacy forward into the future. The first BMW ALPINA model is due for launch next year and will be heavily based on the BMW 7 Series.