Recently, BMW ALPINA, the exclusive independent brand under the BMW Group, officially unveiled its new brand emblem. This marks another significant milestone following the brand's formal debut as an independent entity within the BMW Group in January 2026. Paired with the previously revealed brand wordmark, the new emblem establishes BMW ALPINA's contemporary visual identity system. The brand's core proposition centres on delivering an unparalleled long-distance driving experience that combines ultimate luxury with high performance, establishing a distinct positioning differentiation from BMW's M series.

The all-new BMW ALPINA badge design harmoniously blends the brand's heritage with contemporary aesthetics, retaining the throttle body and crankshaft – two quintessential elements that underscore the brand's profound technical legacy. Within the badge, clean, crisp lines are employed to outline the emblem, maintaining stylistic consistency with the surrounding brand lettering. Furthermore, a distinctive translucent finish is applied, accentuating the modern contours.

In the production and crafting of BMW ALPINA models, these vehicles will be manufactured at the fully upgraded BMW Group facilities, adhering strictly to the brand's high production standards. Consumers are offered a wealth of personalisation options, enabling customers to create their own bespoke vehicles. Iconic design elements such as the classic exterior colour schemes and 20-spoke alloy wheels continue to be employed, having undergone detailed optimisation.

It is understood that at this stage, BMW ALPINA will focus on products developed from BMW's larger models. The first new vehicle will be the all-new B7, based on the facelifted 7 Series. This will be by the next-generation XB7, with future plans extending to BMW's flagship SUVs and other models. In essence, BMW ALPINA is neither an ‘enhanced BMW’ nor a ‘luxury version of BMW M’. It stands as an independent ultra-luxury brand within the BMW Group, specialising in the harmonious blend of opulent comfort and high performance. We shall see how it performs in the years to come.