BMW Takes Full Control of Alpina

BMW has assumed complete ownership of the performance tuning company Alpina, marking the beginning of a new phase for the 60-year-old brand known for its refined modifications to BMW vehicles.

Acquired by the Munich-based manufacturer in 2022, Alpina had operated independently under an agreement with the founding Bovensiepen family until the end of 2025. With that period concluding, the brand has been repositioned from January 2026 as BMW Alpina, an exclusive standalone entity within the BMW Group portfolio, alongside BMW, Mini, and Rolls-Royce.

The company has introduced a new wordmark for BMW Alpina, drawing inspiration from the asymmetrical design used by the original firm in the 1970s. This updated logo, which is expected to feature on vehicles, aims to connect the brand's heritage with its modern direction.

Initial efforts will centre on brand activation, with no specific product details announced yet. BMW has indicated that future BMW Alpina models will emphasise a distinctive combination of high performance and exceptional ride comfort, setting them apart from the more track-oriented BMW M division.

The brand will offer extensive customisation options, focusing on premium materials and meticulous craftsmanship to create vehicles tailored for discerning customers seeking individuality without sacrificing performance or refinement.

Preparations for this transition include the appointment of Max Missoni, formerly design chief at Polestar, to lead the styling direction for BMW Alpina. This development follows regulatory and operational challenges that prompted the original integration, allowing BMW to preserve and evolve Alpina's legacy.

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