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BMW ALPINA becomes an independent brand within the BMW Group and presents the new logo: modern design, luxury and performance in a new era.
Ultimogiro Newsroom · 21 April 2026 · 2 min read
From 2026, BMW ALPINA takes on a new look and ushers in a completely new chapter. The brand, known for its refined and high-performance interpretations of BMW models, officially becomes an independent brand within the BMW Group.
This is an important step, one that goes beyond a simple reorganisation: ALPINA takes on a more defined and strategic role, positioning itself alongside BMW, MINI and Rolls-Royce as a brand dedicated to luxury and customisation.
This evolution marks the shift from a semi-independent entity to an integrated component of the group, with the aim of strengthening its identity and prestige.
The first concrete sign of this change is the new BMW ALPINA logo. It is not a revolution, but a careful evolution, which keeps the historical references while making them more current.
Indeed, the brand's two iconic elements remain:
the throttle body
the crankshaft
These symbols are however reinterpreted with a more essential, clean and contemporary design, in line with the visual language of modern premium brands.
The new logo stands out for a minimalist approach that focuses on readability and elegance. The lines become sharper, the details more balanced and the colour palette is simplified.
The overall effect is lighter and more sophisticated, perfectly consistent with ALPINA's new positioning: a discreet but highly distinctive luxury brand.
Under the BMW Group's new structure, ALPINA takes on a clearly defined role. Its cars will continue to be based on BMW models, but with a different philosophy from the M division.
If BMW M focuses on extreme performance and pure sporty driving, ALPINA concentrates on a more sophisticated balance between:
power
comfort
driving smoothness
The result is a range of cars designed to travel quickly, but without giving up the highest level of comfort.
Another distinctive element will be the growing attention to customisation. Future BMW ALPINA models will offer exclusive configurations, premium materials and finishes crafted down to the smallest detail.
This approach reinforces the idea of a product that is not only premium, but also highly individual, designed for demanding customers.
Despite the change, BMW has clarified one fundamental aspect: ALPINA's identity will not be altered.
The values that have made the brand unique over time will remain central:
discreet elegance
craftsmanship
balanced performance
The grand touring philosophy, built around speed, comfort and driving pleasure over long distances, will continue to be the heart of the brand.
The new BMW ALPINA logo is only the most visible part of a broader transformation. Behind this graphic update lies a clear strategy, aimed at strengthening the brand and projecting it into an even more exclusive dimension.
With a more defined position within the BMW Group and a renewed identity, ALPINA is preparing to face the future without losing what made it special.
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