“Tremendous responsibility”: BMW Alpina is now OFFICIAL, and here’s the new logo

One of the world’s coolest tuning companies is now part of one of the world’s biggest carmakers. As of 1 January 2026, Alpina is officially a part of the BMW MegaCorp. Only took three years.

And BMW is acutely sensitive to the nature of this new custody. “Given the storied history of the brand, the BMW Group is aware of its tremendous responsibility and committed to making the new BMW Alpina chapter one that meets the highest expectations,” it said.

So, we have a new logo – there it is, up above – which in true 2026 fashion needs its own explanation. BMW said it “radiates clarity, calm and confidence”. It’s also inspired by Alpina’s asymmetrical wordmark from the 1970s, which already shows us it respects history. But we all know Alpina’s history. What of its future?

BMW said Alpina will be its own standalone brand and focus on “maximum performance and superior ride comfort, combined with hallmark driving characteristics”. Fast, comfortable, and pointy, then.

It’ll also continue Alpina’s tradition of deploying fine materials and bespoke options, and BMW has included an interesting line that points to where it’s positioning its new brand.

“Each vehicle will be an exclusive object for connoisseurs in pursuit of the extraordinary, without compromises on performance, comfort and individuality,” it added.

‘Exclusive object’, huh…