BMW Adds Alpina to Its Fold as New Luxury Marque

BMW has completed the takeover of BMW Alpina, taking full control of the brand from 1 January 2026. It now runs as a standalone name within the BMW Group, alongside BMW, Mini, and Rolls-Royce. From a rider’s point of view, this feels like when a factory team finally brings a respected privateer fully into the garage. Alpina has always been close to BMW, much like a race-tuned engine built on a stock block. With trademark rights moving from the Bovensiepen family, the brand enters a new phase, but the base remains familiar. It signals continuity rather than a reset, with BMW now officially backing a name it has shared DNA with for decades.

Also Read: Hyundai Creta Electric, BMW iX1 LWB, BYD Sealion 7, and More: Top 5 EVs of 2025

BMW first bought Alpina in 2022, but allowed the Bovensiepen family to run daily operations until the end of 2025. That agreement closed in December, clearing the way for full integration. Alpina, founded 60 years ago by Burkard Bovensiepen, built its final independent model during this transition period. Think of it like the last race run before a new rulebook comes into force.

As BMW Alpina, the brand now sits apart from BMW’s M division. The focus stays on balancing performance with ride comfort and a clear driving feel. It does not chase the same goals as M cars. Instead, it keeps to precision tuning, custom specifications, and selected materials, much like setting up a touring bike for long miles rather than track laps.

BMW Alpina has also introduced a new wordmark inspired by an asymmetrical logo from the 1970s. Positioned at the centre of the rear on future models, it connects the brand’s heritage with its current identity while aligning with the BMW Group’s design approach.

Also Read: BMW 5 Series Long Wheelbase Gets an Update for India: Here’s What’s New

Design direction is now led by Max Missoni, formerly of Polestar. He oversees exterior, interior, and brand identity work. Development continues at the Buchloe facility, with limited-series models under review. Details on models and timelines will come later, as BMW Alpina settles into its next phase.