BMW Alpina Reveals New Emblem as Brand Moves In-House

BMW Alpina Becomes Official BMW Sub-Brand

Over three years after BMW first announced the Alpina acquisition, the transition is finally done. Starting in 2026, BMW Alpina will run as its own brand within the BMW Group, much like BMW M, but with a different focus.

For years, Alpina worked alongside BMW as a partner, not a division. BMW would build the cars, then send them to Buchloe for Alpina’s signature tuning and upgrades. That setup ended last year, opening the door for BMW to take over development and production completely.

BMW says Alpina models will now be built at select BMW plants that meet Alpina’s standards. This is a big shift. Alpina isn’t just a tuning house anymore – it’s officially a BMW brand.

A New Emblem for a New Era

The clearest sign of this change is the new BMW Alpina badge. At first, it looks familiar – the throttle body and crankshaft are still there, both key to Alpina’s history. But the design is cleaner now. The center shield is out, replaced by a round shape that matches the BMW logo. The graphics inside are simpler and sharper.

BMW calls the new look refined and modern. The badge uses cleaner lines and fewer colors, with a see-through style that gives it a fresh outline. It’s less flashy and fits in better with BMW’s current design language. One thing stands out: the badge doesn’t use BMW’s latest corporate font, keeping the old Alpina brand’s own style.

Aside from the badge, BMW says the classic Alpina colors and 20-spoke wheels are staying. Inside, top-grade leather comes standard, and buyers will get more ways to personalize their cars as part of Alpina’s push to modernize.

In the US, only a few modern Alpina models have made it over, like the B7, B8 Gran Coupe, and XB7. All of them packed real power, but focused more on comfort and control than raw aggression. BMW Alpina’s first new model is expected to be a B7 based on the latest 7 Series, with a new wheel design being teased for now.

What Comes Next for BMW Alpina

With BMW now building Alpina cars in-house, more models could reach more markets. Smaller options like the B3 or B4 might finally go global. BMW says the brand “will combine exceptional high-speed performance with outstanding levels of comfort, with a focus on long-distance journeys.”

The big question is how far upmarket BMW will take Alpina. Signs point to Alpina filling the gap between BMW and Rolls-Royce, offering more luxury and exclusivity but still keeping its performance edge.

But the Alpina story isn’t over, with Andreas and Florian Bovensiepen, sons of the founder, having started their own brand called Bovensiepen. Its first car is a 600-horsepower BMW M4-based collector’s model with Zagato-penned looks. The family will continue to build high-performance German cars, even though the Alpina name is now part of BMW.

In 2026, BMW Alpina won’t just be a tuner anymore. It’s stepping up as a global luxury-performance brand with full factory support. The new badge is simpler, but the goals are bigger than ever.