The New BMW ALPINA: How BMW Plans to Challenge Mercedes-Maybach in 2026
The Rights to the Alpina brand transferred to the BMW Group on 1 January 2026. The brand embraces the history as well as the future alike, as represented in its new wordmark. Strikes a balance between superior ride comfort as well as maximum performance.
The transfer of Alpina trademark rights on 1 January 2026 marks the launch of BMW ALPINA as the exclusive standalone brand under the BMW Group umbrella. The initial focus will be on brand activation. The key elements of the BMW ALPINA brand are its unique balance of maximum performance as well as superior ride comfort, combined with hallmark driving characteristics. This has been complemented by an exclusive portfolio of bespoke options as well as custom materials, along with unmistakable details.
Tradition Meets Future
Given the storied history of the brand, the BMW Group is aware of its tremendous responsibility as well as committed to making the new BMW ALPINA chapter one which meets the highest expectations. The new wordmark gives the first indication. This radiates clarity, calm and confidence. Positioned at the centre of the rear, underlines the standalone character of the new exclusive brand and its independent personality within the B<W Group. It is consciously inspired by the brand’s symmetrical wordmark from the 1970s. The elegant, contemporary design gives a link between history and the future.
New Direction for Modern
BMW ALPINA vehicles are manufactured according to the rigorous standards for materials selection and craftsmanship. They fulfil the most demanding expectations with respect to the visuals, acoustics and feel. The buyers can choose from the remarkable characters. Each vehicle will be an exclusive object for connoisseurs in pursuit of extraordinary, without compromises at performance, individuality, and comfort.
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