BMW is relaunching its Alpina sub-brand for a new era in 2026.
Over the years, Alpina has become a valued name among automotive enthusiasts, with roots dating back to the 1960s. Alpina has a celebrated tradition of racing and developing special versions of BMW vehicles that combine exclusivity with unique design, comfort, sumptuous luxury and compelling performance. While BMW and Alpina have worked closely together over the years, BMW acquired the brand in 2022 and officially brought Alpina under the BMW Group umbrella. At the beginning of 2026, BMW has announced the market launch of a new BMW ALPINA.
The new BMW ALPINA brand promises performance, driving comfort and unique driving characteristics. With its decades of tradition, the new BMW ALPINA brand will combine traditional aspects with futuristic elements, such as a new wordmark that distinguishes the brand with a positioning in the rear center section, which is also inspired by the asymmetrical wordmark that Alpina used in the 1970s.
The new BMW ALPINA vehicles are also characterized by strict standards of craftsmanship, with the bar set high for appearance, sound experience and feel. Customers can also choose from a wide range of tailored options, making each BMW ALPINA vehicle a unique canvas for personal expression and a collectible automotive gem. As the new era of the New Class of BMW vehicles begins, the relaunch of the new BMW ALPINA brand represents an exciting new era for a celebrated, enthusiast-favorite name in automotive luxury and performance.
