As of January 1, 2026, the automotive world has a new hierarchy. The legendary Alpina brand has officially shed its “independent tuner” skin to become a fully-fledged, standalone luxury brand under the BMW Group umbrella.
If BMW M is the rebellious teenager who wants to wake up the neighbors with a loud exhaust, BMW Alpina is the sophisticated older sibling who owns a vineyard, wears bespoke linen, and wants to cross the Alps at 300 km/h without spilling a drop of espresso.
photo: @BMW Alpina
What to Expect: The “Luxury Layer”
BMW has carved out a very specific space for this new marque, positioned in what they call the “Luxury Layer”—neatly tucked between the high-end BMW 7 Series and the ultra-exclusive Rolls-Royce.
The New B7 Flagship: Rumors from the 2026 Brussels Motor Show suggest the first “in-house” model will be based on the facelifted 7 Series (internal code G72). Expect a V8 mild-hybrid that focuses on “low-end grunt” rather than high-revving drama.
The “Invisible” Upgrades: Unlike M-cars, which shout about their performance with aggressive vents, Alpinas are famous for understated speed. Expect the signature 20-spoke wheels, subtle pinstriping (the Deco-Set), and a suspension tuned to make a pothole feel like a suggestion rather than an impact.
Bespoke Everything: The new standalone status means access to materials even the “Individual” program can’t reach. We’re talking about Lavalina leather (so soft it’s basically a hug) and interior wood trims that look like they were sourced from a magical forest.
The New Look: A Nod to the ’70s
To signal this new era, BMW unveiled a redesigned wordmark. It’s clean, modern, and—in a move that will make purists weep with joy—inspired by the asymmetrical Alpina logo from the 1970s. It will sit proudly at the center of the rear, telling the world you’re a “connoisseur of the extraordinary.”
