BMW has officially taken full control of Alpina, bringing the long-running performance brand fully under its ownership from the start of 2026. BMW has also outlined the brand’s core direction, stating that future BMW Alpina models will focus on a balance of high performance and driving comfort.
BMW has described BMW Alpina as an “exclusive standalone brand”. Now known as BMW Alpina, it will sit alongside BMW, Mini and Rolls-Royce in the BMW Group’s portfolio.
- Operates as a standalone brand within BMW Group
- Focus on performance, ride comfort and bespoke finishes
- No product details announced yet
BMW acquired the 60-year-old Alpina brand in 2022. Under an agreement with Alpina’s founders, the Bovensiepen family, the company continued to operate as an independent entity for a limited period, during which its final standalone model was launched last year. That agreement ended in December 2025.
BMW Alpina: positioning and brand focus
Clear separation from BMW M
BMW has stated that key elements of the BMW Alpina brand will remain its balance of “maximum performance and superior ride comfort”, along with its distinctive driving characteristics. The company has also confirmed that bespoke options will continue to be a core part of the brand, with an emphasis on high-quality materials and craftsmanship.
BMW says this will help retain Alpina’s distinct identity within the group, distinguishing it from BMW’s M performance arm. The company says the initial phase will focus on “brand activation”, before announcing any future product plans or timelines.
BMW Alpina: Design leadership and new identity
Max Missoni to lead BMW Alpina design
As part of the transition, BMW has confirmed that former Polestar design chief Max Missoni will lead BMW Alpina’s design.
The newly revealed wordmark draws inspiration from an asymmetrical Alpina logo used in the 1970s. BMW says this is intended to connect the brand’s heritage with its future under full BMW ownership.
