Alpina Becomes a BMW Brand!
- Published on 06/01/2026 11:12
- Modified on 06/01/2026 11:13
On January 1, 2026, BMW officially takes over Alpina and launches BMW ALPINA, a new premium brand.
For over 60 years, BMW and Alpina have shared a unique history. Alpina has distinguished itself by transforming BMW models into cars that are both high-performance, comfortable, and highly personalized. This expertise has attracted demanding car enthusiasts in search of unique sensations and custom vehicles.
With the transfer of rights on January 1, 2026, BMW ALPINA enters a new era. The brand retains its DNA, combining performance and comfort while establishing a distinct identity within the BMW group. The new logo, inspired by the asymmetrical emblem and typography of the 1970s, illustrates this evolution.
A new blade at the propeller
Each model in the range is designed to offer a unique driving experience. The selection of materials, artisanal craftsmanship, and refined design guarantee a perfect balance between dynamic performance and refined comfort. Acoustic quality, sensations at the wheel, and finish quality are carefully crafted to meet the highest expectations.
BMW ALPINA also emphasizes customization. Customers have a wide choice of bespoke options, allowing each vehicle to become a unique model, reflecting the style and preferences of its owner. The goal is clear: to offer exclusive cars where no detail is left to chance.
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With this launch, BMW ALPINA opens a new division with great potential within the German manufacturer. While M is expected to remain the sporty label for future models, including 100% electric ones, ALPINA will be the “Bespoke” or customization division. Given the rapid development of this activity at brands like Bentley or Rolls Royce, to name just a few of the most luxurious, it is clear that the highly lucrative aspect has not escaped BMW…
READ ALSO: Alpine also ventures into customization
This page is translated from the original post "Alpina devient une marque BMW !" in French.
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