Alpina Celebrates Full BMW Integration With New Logo and Focus

The deal first announced in 2022 is now complete.

Alpina is no more; say hello to BMW Alpina. The Bavarian automaker announced in 2022 that it would be purchasing and integrating the storied tuning house and as of January 1 the migration is complete. To celebrate the brand has a new name and logo: BMW Alpina.

The new logo was carefully chosen, with clear influence from asymmetrical Alpina wordmark of the '70s. BMW says the design is meant as a bridge between the past and future, and "radiates clarity, calm and confidence." The new logo will sit at the center of the tail on future Alpina models.

All model production is paused for now, as BMW says Alpina will first focus on brand activations. The short press release goes on to explain the BMW Group knows just how much Alpina means to the enthusiast market, and how the brand's products delivered a "unique balance of maximum performance and superior ride comfort."

Whenever new models do arrive, expect them to have plenty of bespoke upgrades and options, with a heavy focus on individualization.

We're curious to see where BMW Alpina goes from here. The brand's previous models really did feel like separate approaches to their more proletariat siblings: the excellent B8 was massively different from the M5 (or M8, really), and last year's XB7 was a Range Rover-hunting range-topper for the X7. There was a stronger focus on ride comfort and smoothness, which could be tough to differentiate in the case of BMW's latest electric models like the impressive new 2027 iX3.

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