BMW has officially begun reshaping the Alpina brand after acquiring full rights in 2022, unveiling a subtly revised corporate identity that honors heritage while signaling a shift towards a more upscale positioning. The changes, including a streamlined logo and updated wordmark, reflect BMW’s ambition to establish Alpina as a direct competitor to Maybach—a luxury segment bridging the gap between mainstream BMW models and Rolls-Royce.
Logo Evolution: Heritage Preserved, Details Refined
The new logo retains core elements from the pre-BMW era, most notably the iconic throttle body and crankshaft imagery. However, the shield surrounding these elements has been removed, resulting in a flatter, more minimalist design. The familiar red and blue accents are also gone. This isn’t a radical departure; the updated logo first appeared in a German trademark filing almost a year ago, suggesting a deliberate and phased rollout.
While the final badge on production vehicles may vary slightly from online renderings, the core aesthetic is clear: a reduction in chrome and simplification of the overall look. The wordmark has also been subtly adjusted, though the changes aren’t immediately apparent.
Design Tweaks Extend to Wheels and Interiors
Beyond the logo, Alpina’s signature 20-spoke wheels are undergoing a makeover, adopting a diamond-cut, two-tone finish that echoes the original design from the early 1970s. Inside the cabin, BMW plans to eliminate synthetic leather entirely, opting instead for “superior quality leather” as standard across all future Alpina models. Upholstery will be available in a wide range of colors, mirroring the customization options offered before the acquisition.
First Model: A More Luxurious 7 Series Alternative
The first BMW-era Alpina model is expected to debut later this year. It will not be a standalone product but rather an upgraded version of the 7 Series, specifically the upcoming mid-cycle facelift. The vehicle is rumored to carry a new codename (G72 instead of G70) to distinguish it further from standard BMW 7 Series models. This suggests BMW intends to create a genuinely differentiated luxury experience under the Alpina banner.
“The redesigned look conveys a precise and refined execution,” according to BMW, though some enthusiasts may already miss the original branding.
The rebrand is a natural consequence of the acquisition. While some may view it as unnecessary change, it signifies a clear intent to redefine Alpina within BMW’s broader luxury portfolio. The move aligns with a modern trend toward minimalist branding, but whether it resonates with long-time Alpina fans remains to be seen.
