BMW Alpina Unveils New Logo, Becomes Luxury Performance Sub-Brand

BMW has unveiled a new logo for the Alpina brand, positioning it as the group's new luxury performance marque.

In case you missed it, BMW recently announced the official takeover of the Alpina brand, with the Munich-based tuner set to become the marque’s new luxury performance brand. Ahead of its first product launch, BMW has unveiled a reworked logo for the new Alpina brand, which appears to be cleaner but largely unchanged compared to the original one.

Similar to its newly-redesigned emblem, BMW has taken a very simple and minimalistic approach in revamping the Alpina branding, and many of the key details are carried over from the original version in a bid not to alienate the whole brand.

Alpina's new (left) and old (right) emblem side by side

For starters, the new logo features fewer colors compared to the red-and-blue combo of the original version. The old shield backdrop that once framed the iconic carburetor and crankshaft graphics has been dropped, with BMW going for a more transparent style to give it a more minimalist look.

To go along with this rebranding, BMW also confirms Alpina's previously iconic 20-spoke wheels have been given a refresh treatment too. That said, the new model features a cleaner design with what appears to be a two-tone finish, and we can also expect it to retain the hidden air valve of the original version.

Both the fresh badge and new wheels were unveiled weeks after the official announcement of Alpina’s official absorption into BMW Group, although the takeover purchase deal was concluded a few years back in 2022.

As mentioned earlier, the BMW takeover will see Alpina evolving from an independent tuning house that has built several BMW models into a standalone sub-brand under BMW Group’s umbrella that focuses on luxury performance models. The Bavarian automaker also announced that production of future BMW Alpina models will be moved to selected BMW plants that will follow Alpina’s high production standards.

Given the aforementioned focus set for the Alpina brand, BMW insisted that this new standalone brand won’t overlap with its own M division, but the luxury aspect does indicate that it could be positioned slightly below the group’s current luxury frontrunner, Rolls-Royce.

While no official statements were made regarding the exact future models, rumours have suggested that a flagship SUV and sedan duo is in the works, and they may even include an all-electric version too.