It is a new chapter in the rivalry between BMW and Mercedes, as after years of producing cars that blend luxury with performance, BMW Group has just acquired Alpina, the equivalent of Maybach for Mercedes.
What does the transfer of the ALPINA brand to BMW Group mean?
As of January 1, 2026, the trademark rights to the ALPINA name have been formally transferred to BMW Group, establishing BMW ALPINA as a separate brand within the group’s portfolio. Rather than an immediate product rollout, the initial phase will focus on defining the brand’s positioning, identity, and long-term direction. BMW Group has stated that BMW ALPINA will retain its distinct character while operating under the parent company’s corporate structure.
What are the most iconic cars produced by Alpina?
Alpina has built some of BMW’s most iconic high-performance cars, blending luxury with understated speed. Classics like the Alpina B7 Turbo from the late 1970s redefined the super sedan with Autobahn dominance. The B10 Biturbo became a four-door supercar killer in the 1990s, while the V8-powered B10 V8 refined performance with elegance. More recently, the Alpina B5 and B8 have showcased effortless power, bespoke craftsmanship, and long-distance comfort—hallmarks of Alpina’s unique automotive philosophy.
How will BMW ALPINA balance performance and comfort?
Emphasising a balance between high engine output and ride comfort suitable for everyday use, BMW ALPINA vehicles will continue to be developed to fulfil this role. This approach reflects the brand’s long-standing philosophy of pairing strong performance figures with refined suspension tuning and drivability. According to BMW Group, this balance will remain a core technical principle for future BMW ALPINA models.
What role do design and branding play in the new BMW ALPINA?
A newly introduced wordmark signals the transition into the next phase of the brand. Positioned centrally at the rear of BMW ALPINA vehicles, the wordmark is intended to distinguish the brand within the BMW Group lineup visually. Its design references an asymmetrical ALPINA logo from the 1970s, acknowledging the brand’s heritage while presenting a contemporary visual identity.
How will customer customisation be handled going forward?
BMW ALPINA will continue to place a strong emphasis on customer-specific configurations. Vehicles will be produced using defined standards for materials and artistry, with a range of bespoke options available. These options are intended to allow buyers to tailor visual, acoustic, and tactile elements to their preferences, ensuring differentiation between individual vehicles without altering the brand’s core technical characteristics.
What are the expected next steps, pricing, and availability?
BMW Group has not yet released detailed information regarding future BMW ALPINA models, pricing, or market availability. Additional announcements are expected closer to or following the January 2026 brand transition, once brand activation efforts are underway. Until then, existing ALPINA vehicles will continue to be supported, with further details on new products and regional availability to be communicated at a later date. When the wheel tells most of the storey.
