Breaking News: BMW Group is Officially the Owner of the ALPINA Brand

January 1, 2026, marks a new historical moment for the BMW Group. The BMW Group now holds all ALPINA brand’s rights. Congratulations from us, BMWSite, on the outstanding evolution in the premium and luxury automotive industry, BMW Group!

The BMW Group acquired the Alpina trademark at the beginning of 2026, making BMW ALPINA a separate luxury brand today. The news was released today by the BMW Group’s press and is the climax of a fresh beginning in automotive exclusivity.

It will create new standards of luxury and engineering. As part of a strategy to show its devotion to performance, the first area of focus by the brand is on activation and the brand has intentions to launch a portfolio that combines tradition and innovative engineering.

A Brand Rooted in Tradition

The rich heritage of Alpina, which started with its unique asymmetrical wordmark in the 1970s, puts it at the top of the quality ladder. The new logo- which is placed in the middle of the back and is a tribute to the first one- is a combination of clearness, relaxation, confidence and a hint of tradition. The ad is a reminder to buyers that BMW ALPINA will respect its history and at the same time be progressive with modern design and technology.

Rebuilding the Luxury and Performance

The core of BMW ALPINA is a balance between maximum performance and the best ride comfort which is powered and yet is composed of philosophy. The vehicles will be constructed using exclusive material and unique comfort standards, and every model should provide a driving experience that is not only exhilarating and serene but also, intimate. The tailor-made possibilities and bespoke materials make every vehicle unique and become a one-of-a-kind object to the attentive connoisseur, and owning one becomes a personal statement.

Personal Reflection

The observation that Alpina has become an independent brand with BMW is like observing a breakthrough in the automotive culture. Being a long-time follower of both brands, I like the fact that the new wordmark honors the past but promises the innovation in the future. The vow of unrivaled performance and also the comfort and uniqueness resonate well with the contemporary luxury driver who demands excitement and sophistication. I am looking forward to watching BMW ALPINA to define the future of performance-oriented luxury which has the potential to transform the concept of exclusivity on the road.

Source: BMW Group