On January 1, 2026, BMW Group formally announced the existence of BMW Alpina as a separate brand, and had sold the right to the name. The move causes BMW Alpina to be a different company within BMW Group.
The brand will focus on bringing together high performance and greater ride comfort and custom design. Cars will have various customation design to suit the preferences of the customers. BMW Group will first concentrate on brand activation and market introduction.
Trademark Transfer and Brand Establishment
The Alpina trademark rights were transferred to BMW Group completing an agreement announced in 2022. This agreement secures the historic nameplate as part of BMW Group while allowing it to operate independently.
ALPINA is entering a new era.
From the 1st of January 2026, BMW ALPINA becomes a standalone, exclusive brand within the BMW Group stable – evolving the name without losing its soul. According to the press release, the focus remains the same: effortless performance, exceptional… pic.twitter.com/O26AE8rgqA
— 𝑶𝒕𝒔𝒊𝒍𝒆 𝑲 (@OtsileJK) January 2, 2026
BMW Group made it clear that BMW Alpina will continue to have its identity in the corporate structure. The launch also featured a new wordmark with references to the asymmetrical design of the brand that upheld the 1970s stylistic. The namebadge is placed in the middle of the back of the cars as an indication of autonomous position and independent nature.
According to BMW Group, the new brand is meant to enjoy the legacy of Alpina and add some modernity to it. The company has focused on planning to deliver BMW Alpina up to the expectations of the customer in terms of performance and craftsmanship.
Early activities will be directed toward mobilizing the brand using marketing and communication programs. The strategy emphasizes the harmony of past glory and the future growth.
BMW Alpina Vehicle Design and Bespoke Options
The BMW Alpina cars are targeted to provide comfort and performance. All of the cars are made to high standards as regards materials, engineering and craftsmanship. The customers can have a variety of custom designs including, customized finishes and customized materials.
Therefore, it will enable that every car will possess its personality and look. BMW Group observed that the cars will also satisfy the requirements of acoustics, appearance, and touch. The brand lays stress on the detailing in design and functionality. BMW ALPINA will be positioned in the market of customers who want exclusivism without affecting the performance.
The new cars are an amalgamation of the old Alpina driving style with the current day luxury requirements. Both models are supposed to be unique and they provide the prospects of personalization to the owners all over the world.
Market Position and Global Strategy
BMW Alpina joins a portfolio of BMW Group brands including, BMW, MINI, Rolls-Royce, and BMW Motorrad. BMW Group reported 2.45 million passenger vehicle sales and revenues of €142.4 billion in 2024.
The integration takes advantage of the worldwide network of production of BMW Group, which has more than 30 plants. BMW Alpina will be marketed in the markets where BMW Group has already established itself in over 140 countries.
The brand targets premium clients who would desire performance and exclusivity. BMW Group stressed that BMW Alpina will not lose its individual brand personality and, instead, will enjoy the corporate resources.
The cars will attract the attention of connoisseurs who will be attracted both to the driving experience and customization. BMW Alpina addresses the goal to form an exclusive niche in the luxury car market with the continuation of its history.
