BMW Gives Alpina a New Identity as Luxury Brand Takes a Big Step Forward in 2026

Big brands evolve with time, and even the most respected names need a reset now and then. BMW has now taken a taken a clear step in that direction by revealing a new logo for Alpina, the company’s long-standing luxury performance arm. It marks the start of a new chapter for a brand that has always sat slightly apart from regular BMWs.

Alpina officially became part of BMW at the start of 2026, following an acquisition completed in 2022. From here on, Alpina will operate as a standalone...