BMW unveils new logo for Alpina sub-brand

BMW has revealed an updated logo for Alpina, the German carmaker’s luxury sub-brand. Formerly a standalone tuning firm, Alpina came under full control of BMW at the start of 2026 following its acquisition in 2022. Alpina will serve as a standalone luxury brand within the broader BMW Group, positioned between BMW and Rolls-Royce.

1. Redesigned Alpina logo sports more neutral colours, new typeface, cleaner graphics
2. Alpina models will be produced entirely in BMW facilities going forward
3. Classic Alpina colour options and 20-spoke wheels will be retained for new models

New BMW Alpina logo details

New vs old Alpina logo

The most apparent change in the new Alpina logo is the switch to a neutral colour scheme, eschewing the dashes of red, blue, black, white, and silver in the prior version. In the outer concentric circle of the logo, we can see ‘ALPINA’ lettering in the new typeface that BMW debuted last month, while the inner circle features cleaner designs for the throttle body and crankshaft motifs. Notably, the ‘shield’ housing the motifs has been removed in the new Alpina logo.

Alongside the new logo, BMW released an image that depicts a snowy mountain with ‘BMW Alpina’ text above, further signifying that Alpina models will sit at the ‘peak’ of the German carmaker’s portfolio, akin to Mercedes-Benz’s Maybach sub-brand.

Alpina models to be produced at BMW plants

Prior to the BMW takeover, Alpina partially assembled its models at the German carmaker’s manufacturing plants, before final completion at the tuner’s Buchloe facility in Germany. Going forward, production of Alpina models will be fully transferred to BMW plants, while the Buchloe facility will operate as the hub for Alpina after-sales, parts, and heritage services.

Personalisation will be touted as a major selling point of Alpina models. They’re also expected to retain Alpina’s hallmark blue and green colour options, as well as updated renditions of the signature 20-spoke alloy wheels. Inside, Alpina models will sport more premium materials than those in standard BMWs.

BMW Alpina’s debut model is expected to be unveiled later this year. 

The Bovensiepen Zagato is a 603hp M4-based GT built by Alpina's founders and coachbuilding firm Zagato.

As for what Alpina's original founders - the Bovensiepen family - are up to, they started a new firm last year and teamed up with Italian coachbuilders Zagato to build a 603hp GT based on the BMW M4: the rather straightforwardly-named Bovensiepen Zagato.