BMW Reveals New Logo For Its ‘BMW ALPINA’ Luxury Car Sub-brand

BMW has revealed the new brand emblem for the recently acquired Alpina known for creating high-performance BMW cars, following its January 1st 2026 activation as a standalone luxury car marque under the BMW Group.

While the new badge for the BMW Alpina retains the Alpina’s throttle body and crankshaft motifs, it introduces modernised linework and a transparent execution intended to convey the emblem’s modern silhouette.

The new Alpina badge design complements the recently revealed wordmark, which encircles the badge and collectively defines the brand’s updated iconography. BMW earlier said that the wordmark will also be positioned at the centre of the rear of future models.

Positioned below Rolls-Royce Motors marque in the German brand’s umbrella, BMW said bespoke cars from BMW Alpina will combine exceptional high-speed performance with outstanding levels of comfort.

According to the German automaker, BMW ALPINA cars will be manufactured in select BMW Group plants which “have been comprehensively enabled to meet the high standards expected of this new and exclusive brand.”

BMW ALPINA cars, which will rival models from Mercedes-Benz’s Mercedes-Maybach sub-brand, will be get 20-spoke alloy wheel design while superior quality leather will come as standard in all interiors.

“The transfer of the Alpina trademark rights on 1 January 2026 marks the launch of BMW ALPINA as an exclusive standalone brand under the BMW Group umbrella.

Thanks to a remarkable portfolio of bespoke options, each vehicle from the new BMW ALPINA brand will be an exclusive object for connoisseurs in pursuit of the extraordinary.

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