The start of a new year and a new era for German sports car brand Alpina, which has become a standalone within the BMW Group alongside BMW, BMW M, Mini, and Rolls-Royce. It completes a deal first announced in 2022, so the rights to the Alpina name belonged to BMW on January 1, 2026.
This year, the new (separate from others) Alpina brand identity will be fully unveiled, associated with a unique combination of speed, comfort, and luxury.
BMW says the new Alpina will focus on maximum performance and a premium driving experience, but it hasn’t revealed any technical details yet. So far, only general references have been released, but the message is clear:
BMW Alpina will no longer be considered as a narrow niche – it is seen as a brand with a long-term future.
The wordmark isn’t the most interesting we’ve seen recently, and it doesn’t seem to be hiding any secrets from the BMW logo, but it’s fully functional and could work well on cars. It uses a blocky and angular font that gives it a retro vibe.
The new logo is apparently inspired by an asymmetrical version of the Alpina logo created in the 1970s, and the idea is that this new version connects the company’s past with its future.
This shows that BMW Alpina knows how to respect the brand’s heritage, drawing on the past and creating this new image. But is this enough to take the brand firmly into the future?
The future: electrification and wider possibilities
The move to full BMW control gives Alpina:
- Belongs to modern platforms;
- Wider production capacity;
- New technologies, including electrification.
It’s not yet clear what models will make up the first Alpine line, and whether it will be able to establish itself beyond the enthusiast circle. However, the brand’s official “reboot” shows ambition: 2026 could be the beginning of a new era for Alpina – no longer as a small atelier, but as a full-fledged premium player in the BMW Group.
When will we see the first BMW Alpina models?
BMW hasn’t said when the first new BMW Alpina models will be introduced. The automaker said the focus will initially be on building the brand. But we already have an idea of what they could be, as trademark applications filed in December 2025 list several models, including the Alpina XB8 – possibly a new luxury BMW XM replacement.
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