BMW ALPINA Launches New Logo, Transforms into Independent Sub-brand

[Brand Refresh] BMW ALPINA has unveiled a new minimalist logo and officially commenced operations as an independent sub-brand under the BMW Group.

Core Development: Transition Complete from Tuner to Premium Sub-brand

On February 12, 2026, the BMW Group announced that ALPINA has completed its brand activation and launched a new visual identity system. The new logo retains the two iconic elements—throttle body and crankshaft—but removes the red-and-blue shield background, adopting instead a transparent finish, low-saturation color palette, and minimalist lines, aligning with BMW’s new emblem language introduced in 2025.

Strategic Positioning: Slotting Between High-End BMW and Rolls-Royce

Future ALPINA models will be developed on BMW’s production platforms, emphasizing a blend of long-distance dynamic comfort and high performance, distinguishing them from the track-focused M division. All vehicles will be manufactured at BMW-designated plants and come standard with premium leather interiors, exclusive 20-spoke wheels, and bespoke paint finishes, targeting highly personalized luxury.

Key Milestone: First New Model Launching in Second Half of 2026

The first production vehicle featuring the new logo is expected to hit the market in the second half of 2026, marking the full realization of the brand following its acquisition in 2022 and the conclusion of its transition phase in 2025.