After six decades of passionate independence and close collaboration, the Alpina brand officially enters the BMW family with a new visual identity and a clear mission: to become the Bavarians' answer to Mercedes-Maybach.
January 1, 2026 will go down in the automotive history books as the moment BMW took over Alpina Brakes completely. It’s not just a simple corporate acquisition, but a redefinition of German luxury. The first visible sign of this “new era” was recently revealed in the form of a redesigned emblem that manages to honor the past while looking toward a much more exclusive future.
The new Alpina emblem retains the sacred elements that have made the brand famous: the throttle and the crankshaft. However, the execution is now much more refined. In a manner reminiscent of the fine mechanisms of luxury watches, the logo features a transparent finish and much more precise lines.
The interior section is framed by a revised font—a modern take on the asymmetrical typography of the 1970s. This visual update isn’t just aesthetic; it’s a statement of intent. BMW doesn’t want to “dissolve” Alpina, but to give it the visual rigor it needs to sit at the table with the world’s biggest players.
If until now Alpina was seen as a faster and more comfortable version of the BMW series models, the new hierarchy established by the Bavarian group completely changes the rules of the game:
A recent image released by the manufacturer, depicting snow-capped mountain peaks, is not just a pretty backdrop. It's a metaphor for positioning the brand at the top of the group's "Luxury Layer."
"Alpina is no longer just a tuner, but a final destination for the customer who finds a 7 Series too common, but a Rolls-Royce too ostentatious."
The biggest change for purist fans is the relocation of production. For 60 years, Alpina models were partially assembled by BMW and finished by hand at the historic Buchloe factory. This chapter will close in 2026.
Production will be fully integrated into BMW plants. While this may raise questions about the “craftsmanship” nature, officials promise that standards will rise, not fall.
What is preserved from Alpina's DNA?
Iconic colors: Specific shades of blue and green remain in the palette.
Classic Wheels: The famous 20-spoke wheels get an updated design.
Custom Interiors: Superior materials to any standard BMW model (Lavalina leather and exotic finishes).
Enthusiasts won't have long to wait. The first model under BMW's full control is scheduled for a preview later this year, with first deliveries (starting with the UK market and then globally) to take place in 2027.
This strategic move offers Alpina BMW's immense technological resources (including access to cutting-edge electric platforms), in return giving the German group a lethal weapon in the fight for the ultra-luxury segment, where