BMW Officially Integrates ALPINA as an Independent Brand

[Brand Integration] The BMW Group has completed the full acquisition of ALPINA and will now operate it as an independent sub-brand under the name BMW ALPINA.

⚡ Core Strategy: Positioned Between Standard BMW and M Power

BMW ALPINA emphasizes the fusion of performance and luxurious comfort, distinguishing itself from the M series’ extreme sportiness by highlighting understated elegance and handcrafted customization, such as hand-stitched leather, retro asymmetric badges, and multi-spoke wheel designs.

🔍 Strategic Foundation: Nearly 60 Years of Tuning Heritage Transformed into a Factory-Backed Premium Line

Since 1965, ALPINA has specialized in high-performance modifications of BMW vehicles and holds independent vehicle manufacturing certification. BMW initiated the acquisition in 2022, as their original partnership was set to expire at the end of 2025. Trademark rights were officially transferred on January 1, 2026, marking ALPINA’s full integration into the BMW Group.

💡 Industry Impact: Filling a Gap in the Premium Personalization Market

The brand is expected to target high-end business customers in China akin to Maybach, but with a stronger focus on driving dynamics and bespoke customization, thereby enriching BMW’s presence in the luxury segment.