BMW Gives Alpina A New Badge And A Fresh Start In Tailored Speed

New Alpina badge keeps heritage symbols but swaps clutter for modern minimalist style.
BMW now runs Alpina fully from Munich and wants it rivaling ultra luxury performance brands.
Future Alpinas promise comfort, speed, personalization and even some fully electric options.

Alpina is now fully under BMW control and its famous badge has a new look to mark the start of a new era. Like the best Hollywood facelifts, it’s subtle enough that casual observers might miss it, and it’s interesting to see that some of the iconic imagery is carried over, even if future customers won’t understand it.

The redesigned emblem sticks to tradition but tidies the details. The circular layout remains, as does the basic concepts that have defined Alpina for decades. The difference is in the execution. Cleaner lines, fewer colors, and a transparent style treatment give it a modern update just like the one BMW gave its own badge last year.

Gone is the old shield backdrop that once framed the carburetor or throttle body and crankshaft graphics, though it’s interesting that BMW chose to keep them at all. Those mechanical symbols themselves may soon puzzle younger buyers weaned on EVs, who’ll be left wondering what they even are.

Welcome to the family

This fresh badge arrives just weeks after BMW officially absorbed Alpina as a standalone brand within its empire. The company finalized its purchase back in 2022 but allowed a transition period that ended this January, when BMW began teasing details like a new take on Alpina’s famous multi-spoke alloy wheel.

BMW Gives Alpina A New Badge And A Fresh Start In Tailored Speed — New and old Alpina badges

Now Alpina is no longer an independent tuning house working closely enough with BMW to have some of its cars built by BMW itself. Production of all models moves to select BMW plants equipped to meet Alpina’s famously obsessive standards. Expect the same discreet styling, lavish materials, and obsessive personalization that made Alpina cars cult favorites among enthusiasts who prefer speed served with silk gloves.

Speed with luxury

BMW says future Alpina models will focus on long distance performance blended with supreme comfort. Translation: it wants these cars to sit somewhere between a top spec BMW and a Rolls Royce in character and price, and not compete with BMW’s own M division. Rumors already point to ultra powerful versions of upcoming flagship SUVs and sedans, including electric ones.