BMW Group launches its new Alpina brand

The transfer of the Alpina trademark rights on 1 January 2026 has marked the launch of BMW Alpina as an exclusive standalone brand under the BMW Group umbrella, with an initial focus on brand activation.

Key elements of the new brand are its unique balance of maximum performance and superior ride comfort, combined with hallmark driving characteristics. This is complemented by an exclusive portfolio of bespoke options and custom materials along with unmistakable details.

BMW has also said that the new Alpina models will have access to a plethora of bespoke upgrades and will be manufactured according to rigorous standards for materials selection and craftsmanship, ensuring that each model has its own, unmistakable character.