The Beginning of a New Era for Alpina
BMW officially completed the acquisition process of its long-term partner, Alpina, back in March 2022. However, instead of a swift merger, the conglomerate adhered to the five-year agreement signed in 2020, allowing Alpina to continue its autonomous operations. This period concluded on January 1, 2026, when BMW took full control and relaunched Alpina as a separate brand within the group.
The foundational principle of the new BMW Alpina brand has been declared as the combination of maximum performance, the highest level of driving comfort, and characteristic driving qualities. Personalization is set to play a central role, in line with global trends in the premium automotive segment. Customers will be offered a wide portfolio of exclusive options, which will include the use of individual materials and unique details.
Positioning Between BMW and Rolls-Royce
The company states that BMW Alpina cars will meet the highest expectations regarding visual appearance, acoustics, and driving sensations. This indicates that the brand will occupy a niche between standard BMW models and ultra-luxury Rolls-Royce, differentiating itself in terms of luxury level, quality of finish, price, and exclusivity.
Updated Identity and Design
Future models will receive a new graphic script for the BMW Alpina name, positioned centrally on the rear. This modern logo is inspired by the asymmetric Alpina emblem from the 1970s and uses a minimalist font, distinguishing it from regular BMW cars.
Interestingly, the official announcement did not mention the traditional round Alpina logo with motifs of a throttle butterfly and a crankshaft. This emblem was updated in mid-2025, but its future remains uncertain. There is a possibility it will remain on some models.
Plans for Future Models
Historically, Alpina offered enhanced versions of existing BMW models with moderate exterior and interior updates, as well as chassis and performance improvements. The last new model before the transition to the BMW Alpina brand was the limited-run B8 GT, based on the upcoming 8 Series Gran Coupe.
According to current information, the next generation of the BMW X7 and its electric counterpart, the iX7, will receive an Alpina variant. Approximate power could reach 900 horsepower, making this vehicle one of the most powerful in the BMW SUV lineup. Furthermore, there is talk of developing a high-performance luxury sedan to continue the legacy of the already discontinued Alpina B7.
This model is expected to be based on the updated version of the current 7 Series (G70), which is set to appear around mid-2026. It is reported that the Alpina version may receive the unique code G72, indicating deeper technical and design differences from the base model.
Diversity of Powertrains
BMW Alpina plans to offer both internal combustion engine cars and fully electric models. This aligns with BMW’s overall strategy for powertrain flexibility, aimed at adapting to various regulatory requirements and market conditions.
The transition of Alpina under BMW’s full control is a logical step in consolidating the conglomerate’s premium segment. This allows for the optimization of development by utilizing the group’s platforms and technologies while preserving the brand’s legendary DNA, known for its sophistication and individual approach. Market conditions, especially regarding electromobility and digital services, require significant investments, which can now be centralized. The success of the new strategy will depend on whether engineers and designers can find the perfect balance between the scalability of BMW platforms and that unique aura of exclusivity and craftsmanship for which the original Alpina cars were loved.