BMW Group has launched BMW Alpina as a standalone brand following the transfer of Alpina trademark rights on January 1 2026, with the automaker describing the marque as focused on balancing maximum performance with superior ride comfort. The German group said initial efforts would concentrate on brand activation, with vehicles to offer an exclusive portfolio of bespoke options and custom materials.
The launch includes a new wordmark inspired by Alpina’s asymmetrical design from the 1970s, which BMW Group said provides a link between the brand’s history and future. The wordmark will be positioned at the center rear of vehicles to underline what the company described as the standalone character and independent personality of BMW Alpina within the group.
BMW Group said vehicles would be manufactured according to rigorous standards for materials selection and craftsmanship, with buyers able to choose from a portfolio of bespoke options to ensure each vehicle has its own character.
The transfer follows an agreement announced in 2022 under which BMW Group would acquire the Alpina brand from Bovensiepen, the family-owned company that had produced Alpina vehicles since 1965.
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