BMW rebrands Alpina after taking full control

Alpina is dead, long live BMW Alpina!

BMW originally bought Alpina in 2022, but a condition of the sale was for the tuner to continue operating independently until the end of 2025.

Now that all the New Year’s fireworks have been exploded, the BMW Group is taking full control of the company, which has been rechristened BMW Alpina, and will live alongside BMW, Mini and Rolls-Royce as a standalone brand.

The company has revealed BMW Alpina’s new word mark, which is based on a 1970s design. The work mark will be used in the centre of the rear of the brand’s future vehicles.

No word yet on whether BMW Alpina will have a new circular badge, or what type of branding will be seen up front and inside. Up until now Alpina has spelt out its name on the front spoiler, and stuck its badge on the steering wheel airbag cover.

According to the Bavarian automaker, BMW Alpina will continue to offer a “unique balance of maximum performance and superior ride comfort, combined with hallmark driving characteristics”. This will be paired with an “exclusive portfolio of bespoke options and custom materials along with unmistakeable details”.

The new subsidiary is currently in the “brand activation” phase, and it’s unclear when its first new vehicles will be unveiled. It will be interesting to see how BMW manages Alpina to ensure it remains true to its heritage, and also doesn’t trip over M’s performance toes.

Founded in 1965 by Burkard Bovensiepen in the shell of his old typewriter factory, Alpina started out tuning carburettors and other components to extract more performance from BMW engines. It then grew to encompass racing and producing retuned and retrimmed BMW cars.

In time, Alpina’s manufacturing process would see it send its reworked engines to BMW factories for fitment into their vehicles. These fully built cars would then be shipped to Alpina’s plant for interior upgrades.

MORE: Explore the BMW Alpina showroom