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The BMW Group acquired the Alpina trademark rights on 1 January 2026. The Bavarian-based specialty tuner of performance versions of BMW models, now is BMW ALPINA as an exclusive standalone brand under the BMW Group. Alpena will continue produce performance cars at BMW Group assembly plants. [One wonders if this isn’t the pre-cursor to a BMW Formula One team ala Audi buying Sauber? – Autocrat. Read AutoInformed.com on Milestones – Audi F1 at Munich Brand Experience Center]
“The initial focus will be on brand activation. Key elements of the BMW Alpina brand are its unique balance of maximum performance and superior ride comfort, combined with hallmark driving characteristics. This is complemented by an exclusive portfolio of bespoke options and custom materials along with unmistakable details,” BMW said.
“BMW Alpina vehicles are manufactured according to rigorous standards for materials selection and craftsmanship. They fulfill the most demanding expectations in terms of visuals, acoustics and feel. Moreover, buyers can choose from a remarkable portfolio of bespoke options. These ensure that every BMW Alpina has its own, unmistakable character. Each vehicle will be an exclusive object for connoisseurs in pursuit of the extraordinary, without compromises on performance, comfort and individuality.
“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. The new wordmark provides a first indication. It radiates clarity, calm and confidence. Positioned at the center of the rear, it underlines the standalone character of the new exclusive brand and its independent personality within the BMW Group. It is consciously inspired by the brand’s asymmetrical wordmark from the 1970s. The elegant, contemporary design provides a link between history and future,” BMW said.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
BMW Group Adds Alpina Brand
Click for more.
The BMW Group acquired the Alpina trademark rights on 1 January 2026. The Bavarian-based specialty tuner of performance versions of BMW models, now is BMW ALPINA as an exclusive standalone brand under the BMW Group. Alpena will continue produce performance cars at BMW Group assembly plants. [One wonders if this isn’t the pre-cursor to a BMW Formula One team ala Audi buying Sauber? – Autocrat. Read AutoInformed.com on Milestones – Audi F1 at Munich Brand Experience Center]
“The initial focus will be on brand activation. Key elements of the BMW Alpina brand are its unique balance of maximum performance and superior ride comfort, combined with hallmark driving characteristics. This is complemented by an exclusive portfolio of bespoke options and custom materials along with unmistakable details,” BMW said.
“BMW Alpina vehicles are manufactured according to rigorous standards for materials selection and craftsmanship. They fulfill the most demanding expectations in terms of visuals, acoustics and feel. Moreover, buyers can choose from a remarkable portfolio of bespoke options. These ensure that every BMW Alpina has its own, unmistakable character. Each vehicle will be an exclusive object for connoisseurs in pursuit of the extraordinary, without compromises on performance, comfort and individuality.
“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. The new wordmark provides a first indication. It radiates clarity, calm and confidence. Positioned at the center of the rear, it underlines the standalone character of the new exclusive brand and its independent personality within the BMW Group. It is consciously inspired by the brand’s asymmetrical wordmark from the 1970s. The elegant, contemporary design provides a link between history and future,” BMW said.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.